Every other year, Occhio’s brand essence “light is evolution” is reinterpreted at the Light+Building trade fair. The aim of the “evolution plus” stand is to convey the benefit arising from the continual development of the lighting system and to convey the brand identity accordingly. Nine plus signs of strictly geometrical shape communicate the brand’s current messages: the key issues of quality, design and sustainability are reflected on the plus signs in the shape of sublime headlines reading “plus design” or “plus value”. Divided into a brand and a product level, the stand thus not only makes its mark in the best sense of the term. Thanks to its unusual design, it also lets the brand and its values speak – not just the product itself, as is often the case. Referring to the term “evolution”, the brand theme of “nature” is focused upon and reintegrated into the company’s fair stand time and again, this year for instance in the shape of the plus sign, which is cut entirely from boxwood and stands out clearly from the stand’s otherwise discreet colour scheme.
This trade fair stand shows that a simple idea can be good enough to cover a whole exhibition hall. The plus sign, which can also be read as a cross, lends itself as a fantastically distinctive sign to convey what the stand is about: space and light. The design work also convinces aesthetically through high-quality materials, as well as an appearance that is both minimalist and sophisticated.