In Hall 11 at IMM 2017, a small upholstered-furniture maker had to hold its own alongside much larger brands. Rather than filling a single open exhibition space, we divided its 90 m² stand into three walk-in themed rooms.
A clear red palette runs through the furniture, flooring and walls, creating visual anchor points that help visitors find their way. Above them, spherical pendant lights in warm brass add a decorative accent that lifts the darkness of the walls.
Instead of one open area, the result is three small, easy-to-read scenes: a generous seating landscape at the entrance, a quieter retreat with throws and cushions, and an accent area with pomegranates as a recurring decorative motif.
The stand shows that even with a limited budget and limited space, a distinctive brand presence can hold its own at an international trade fair – as long as colour, light and furnishings consistently serve one shared idea.