The Cologne-based agency Simple develops the new Corporate Design for F&M Retail, a German-Italian company that plans and implements international retail and interior design projects. The EuroShop trade fair, which took place in Düsseldorf from 5th – 9th March, was the occasion for F&M Retail to re-launch its brand. Simple designed stand, website, image brochure and corporate stationery.

The creative principle of the newly developed corporate design is a “room corner” – where wall, ceiling and floor meet seamlessly. In other words, F&M Retail’s core business. The principle has a high recognition value and provides creative scope in all areas of application.

F&M Retail’s architecture at EuroShop stands out with its surface diversity and combination of materials and perspectives. Surfaces such as concrete, rubber granules, solid wood along with the corporate colours create a three-dimensional collage of materials. The folding ruler – a symbolic transition of 2D planning to 3D reality – is showcased as a space-defining curtain, give-away and an interactive game where visitors fold shapes against the clock. A real crowd-puller! Paying tribute to the Italian parent company and the corporate colour, bright red Bitterinos awaited visitors on the central counter – a welcome refreshment at a busy trade fair.

Photography by Annika Feuss