Stuttgart based retail & interior design studio kluge retail.brand.architecture designed the new brand presence of Regiolux & lichtwerk at light+building 2018 in Frankfurt am Main, Germany.
Out of the challenge to visualize a convenient viewing of both companies on one exhibition space, a concept with a brand combining appearance and a major design element was required.
The architects of kluge retail.brand.architecture followed the idea of huge LightClouds floating above the stand site. These key elements serve as basis for the three-dimensional brand representation, structure the stand space and create a high name recognition of both Regiolux and lichtwerk. Due to the diversity of products shown at the exhibition each LightCloud defines a certain product area and serves as container for the latest lighting and network solutions. In this way all products are presented within and especially underneath the LightClouds.
The position of the information desk marks a three-dimensional gap between the two brand spaces Regiolux and lichtwerk whereas the large catering, lounge and central bar area function as backbone of the stand and unite both companies in terms of communication on one site. A spacious and plain booth architecture with a reduced amount of materials ensures a lasting light impression which is additionally supported by a light-dark contrast between product fields in the front and catering areas in the back of the exhibition space.