Trade fair design and wayfinding
Panorama Berlin was developed as a new addition to the city's vibrant Fashion Week as a European marketplace for womens wear, mens wear, shoe and accessories. This new fashion trade fair, exclusively B2B, closes the gap between avant-garde, premium labels and urban street wear with relevant collections from contemporary fashion labels. Held twice a year during the Mercedes-Benz Fashion Week Berlin, it is one of the big players on the international trade-fair scene with 20,000 sqm of exhibition space – divided into three halls.
COORDINATION was asked to design the overall appearance of the halls by using simple but effective elements to add an individual atmosphere to the industrial feel of the space. We also developed and designed the wayfinding system including a three-tier navigation and all relevant communication material.
Large-scale lamella textile installations worked as an intuitive wayfinding system, placing a focus on entrance and transit areas between halls. On the floor colour-coded traffic markings enhanced the visitors navigation. All in all the look could be described as an urban stage set, loosely based on the Panorama logo and the colour codes distilled from the seasonal main motive. Most of the elements were designed to be modified and reused for the next edition of Panorama so that the returning visitor could witness a sustainable, organically evolving CI develop.
Fresh green was also intensively used inside the halls. The considered placement of vertical lawns and greenery in the catering and break-out areas together with a variety of plants in roll boxes filled the exhibition halls with a fresh feeling of ‘guerrilla gardening’. These areas were also defined by static tubular steel and wood constructions. They formed a repetition of the triangular geometry of the roof racks and set a clear contrast to the soft, textile elements of transition and movement. Manhole cover vinyls, benches and waste bins imitating fire hydrants rounded off the urban inspired look and feel with a wink. Additional meeting places and resting areas outside completed the concept.
|Client||Panorama Fashion Fair Berlin GmbH|
|Design||Flip Sellin, Geri Stavreva, Sonja Stadelmaier|
|Project Management||Geri Stavreva|