ADAM award winners 2006
December 1 was the big day: During the German Event Day in Düsseldorf, FAMAB, Rheda-Wiedenbrück, awarded an ADAM for 14 excellent trade fair appearances staged between January 1, 2005 and June 30, 2006 out of 80 submissions in various size categories.
Category S: Trade fair appearances up to 50 m2
Silver: Antriebe der Zukunft - Future Mobility, Mercedes-Benz Centre in Europe
Jury's statement: The Roadshow Pavilion provided an architectural symbol that was integrated into the Mercedes-Benz CI but still perceived as individual and unique. The topics of innovation and "future mobility" were conveyed with materials with a technological look and dynamic forms in three dimensions. The space-within-a-space concept impressed with its flexibility while retaining a high level of autonomy. The space designed as the Roadshow Pavilion is also suitable for trade fairs and shops.
Architect/designer: 3deluxe, Wiesbaden
Special prize for young talent Light Cocoon, Frankfurt am Main University of Applied Science, Luminale 2006, Frankfurt
Jury's statement: The students and professors have given a remarkable impetus to the future of trade fairs as a medium. The Light Cocoon further developed the trade fair topic Light + Building into public life and into a city environment. The cultural aspect and the technical challenge inherent in this project make the Light Cocoon an innovative and inspiring spatial installation.
Architect/designer: Architecture students of the University of Frankfurt am Main
Trade fair contractor: Stahlbau Hahner GmbH & Co. KG, Petersberg-Böckels
Partner for light: Lichtakademie Bartenbach, Innsbruck
Category M: Trade fair appearances up to 150 m2
Gold: The new Audi TT Coupé, The Design Annual 2006, Frankfurt
Jury's statement: The combined transformation of the product and brand into three dimensions was congruent and successful. The vehicle design of the Audi TT developed into perfect symbiosis with the exhibition space ("TT Loft"). The space became an experienceable synonym for product design and the brand. A creative communication concept with artists also enabled a change of perspective for the Audi TT in the urban context.
Architect/designer: Schmidhuber + Partner GbR, Munich
Trade fair contractor: Ernst F. Ambrosius & Sohn gegr. 1872 GmbH, Frankfurt
Partner for communication: Mutabor Design GmbH, Hamburg
Silver: Armstrong DLW, Domotex 2006, Hanover
Jury's statement: The three-dimensional sculpture of a black cube that opened out to the visitor with a soft, wave-like gesture gave an enduring memorable shape to the brand appearance. The product presented (flooring) was used as the design element. The two-dimensionality of flooring successfully gave way to a three-dimensional, multi-layered corporate presentation. The result was a striking stand with targeted brand and product messages.
Architect/designer: schindlerarchitekten, Stuttgart
Trade fair contractor: MDL - Messedienst Löffler, Trebur-Grebenstein
Partner for communication design: Büro für Gestaltung, Kommunikation und Kultur, Munich
Partner for light design: TLD Planungsgruppe GmbH, Wendlingen
Silver: Wilkhahn - a media-cum-real staging, The Design Annual 2006, Frankfurt
Jury's statement: Reduce to the max: The Wilkhahn appearance is the perfect example of clear target group focus. The trade fair public, designers and design-savvy public at the first Design Annual were confronted with a tailored design appearance. This makes a trade fair appearance effective; it is directly focused on the trade fair visitors, there are no losses. The accompanying communication concept formed a second level of perception: With the shadow presentation of the practical functions, the Wilkhahn interior was presented and reduced to the essentials. An appearance using simple means to big effect.
Architect/designer: wiege Entwicklungs GmbH, Bad Münder
Trade fair contractor: Holz & Technic GmbH, Springe
Partner for the media concept and consultancy: Foresee GmbH, Bad Münder
Bronze: Otto Wolff, Viscom 2005, Düsseldorf
Jury's statement: The "product = trade fair stand" concept was illustratively and rigorously implemented: The plastics of the exhibitor formed a colourful and high-strength wall and floor elements. A consistently kept accompanying communication concept (invitations, event, trade fair message) made for a standardised target group orientation and a harmonious overall appearance.
Architect/designer: formmad graphic exposition multimedia e.K., Nettetal
Trade fair contractor: Ulff & Ulff GmbH & Co. KG, Hilden
Category L: Trade fair appearances up to 500 m2
Gold: Thyssen Polymer becomes Inoutic, Fensterbau Frontale 2006, Nuremberg
Jury's statement: The deeper meaning and symbolism of the logo were interpreted and implemented in three dimensions as an elementary form element of the design. This intellectual approach gave rise to a competently designed appearance, in which the consistency of the logo message was decisive and provided the underlying structure. The interaction between inside and outside was intensified by the symbolic force of the logo and matched the product message itself (sectional window systems made of plastic). The CI colours blue and white gave the trade fair appearance a calming and aesthetic look.
Architect/designer: Martin et Karczinski, Munich
Trade fair contractor: stagegroup GmbH, Zorneding
Partner for design: Drändle Design GmbH, Steinebach am Wörthsee
Bronze: s.Oliver / comma shoes 2005, GDS 100, Düsseldorf
Jury's statement: The independence of two lifestyle brands was credibly and competently communicated under one roof. The overall message of the stand picks up on the lifestyles and living worlds of the brand community and condenses them to a microcosm of urban life and lifestyle dynamics. The design of the trade fair appearance is a shop-in-shop solution with high recognition value. The overall appearance as a solitary body of light is not restricted by the modularity principle.
Architect/designer: plajer & franz studio GbR Berlin
Trade fair contractor: Riedl Messe-, Laden- und Objektbau GmbH, Rott am Inn
Bronze: Invista Antron, Domotex Contractworld 2006, Hanover
Jury's statement: The trade fair stand designed as an island impressed by its ability to attract visitors with its round, rotating dynamic platform and the consciously conveyed message of "being different". Oversized suspended luminous elements are well received as orientation for visitors to the fair. They symbolise both the product of the company in the form of enlarged fibre cross-sections and enhance the appearance with fast and graphic communication of information.
Architect/designer: B612 GmbH Konzeptionelles Gestalten, Stuttgart
Trade fair contractor: Hospes Team GmbH, Leinfelden-Echterdingen
Category XL: Trade fair appearances up to 1,500 m2
Silver: Philips - sense and simplicity, Light + Building 2006, Frankfurt
Jury's statement: Inside, this purist appearance formed a world of experience. Visitors were drawn into the brand and product activities by numerous communications measures with congruent details. The reduced world of light surprised with interactive and emotional communication of information, and the brand promise "sense and simplicity" was easy to experience.
Architect/designer: D'Art Design Gruppe GbR, Neuss
Trade fair contractor: Holz & Technic GmbH, Springe
Silver: Appearance of the DaimlerChrysler brands Mercedes-Benz and Maybach, AMI 2006, Leipzig
Jury's statement: The appearance had an especially long-lasting effect because of the impression it made at a distance and it underlined the statement of the market leader. The high design density, achieved with the suspended ceiling, is dissolved the nearer the visitor gets. The form language of the architecture is transformed into the form language of the exhibited vehicles to meld into a unified design.
Architect/designer: GRAFT Gesellschaft von Architekten mbH, Berlin
Trade fair contractor: MDL - Messedienst Löffler, Trebur-Geinsheim
Partner for communication graphics: Büro Waidmann / Post GbR, Braunschweig
Bronze: Siteco City - Lightware is Heartware, Light + Building 2006, Frankfurt
Jury's statement: Light is used here as a convincing form element in its own right, providing an architectural note of surprise. The architectural gestures and effects arose only through the use of light. Boundaries were dissolved in the stand's interior, and spaces interpenetrated each other. The transparent space islands made for inspiring brand perception.
Architect/designer: Lichtgestaltung Oswin Nikolaus with YOMO Architekten, Munich Trade fair contractor: Display International, Schwendinger GmbH & Co. KG, Würselen
Partner for concept and implementation: YOMO Architekten, Munich
Category XXL: Trade fair appearances above 1,500 m2
Gold: Loewe - Ruling out all the rules, IFA 2005, Berlin
Jury's statement: The Loewe appearance was characterised by holistic harmony. The value-based, clear aesthetic design addressed the target group with a heavy focus on individualism ("Loewe Individual"); the retreating space pushed the concept of individualism forward. A clearly structured product presentation and the successful separation of the public and dealer areas by a "wonder wall" ensure concise communication of the information and brand messages, which were targeted to the right visitors. Nothing was left to chance: excellent.
Architect/designer: Braun & Wagner Designerpartnerschaft, Aachen
Trade fair contractor: mac - Messe- und Ausstellungscenter Service GmbH, Langenlonsheim
Partner: Brandoffice, Munich
Silver: Thinking ahead. Mercedes-Benz, IAA 2005, Frankfurt
Jury's statement: Once again, convincing visitor guidance and the associated communication strategy ensured convincing prospects for this concept for IAA 2005. The visitor strolled through spaces that consistently reflected the brand values and innovative strength in a way that was both credible and in line with the times. The use of modern media technology optimally supported communication of product information.
Architect/designer: Kauffmann Theilig & Partner Freie Architekten BDA, Ostfildern
Trade fair contractor: Ernst F. Ambrosius & Sohn gegr. 1872 GmbH, Frankfurt
Partner for communication: Atelier Markgraph, Frankfurt
Partners for light design: TLD Planungsgruppe, Wendlingen
Partner for graphic design: Design Hoch Drei, Stuttgart
m+a report Nr.8 / 2006 vom 08.12.2006
m+a report vom 8. Dezember 2006