The “Grand Basel” trade fair showcased outstanding automobiles of the past, present and future, exhibiting and discussing them in the cultural context of art, design, architecture and lifestyle. In order to exhibit the cars with the same quality as leading contemporary art shows, the trade fair design followed a “Gallery Concept” highlighting a homogeneous aesthetics of automotive beauty. The main element of this modular exhibition system is the “Frame”, an open volume with colour-neutral light. The frames were placed in the exhibition space to create “streets” for walking along and viewing the perfectly presented cars.
Grand Basel, MCH Swiss Exhibition (Basel) Ltd., Basel, Switzerland