Brand staging at the highest level: awarded fair stands

Being present at a trade fair is often a key component of a corporate communication. To make full use of their potential, companies avail themselves of thought-out design ideas for their booths.  The design has to be attractive, should stay in mind and fit the own brand. The winners of the Red Dot Award: Communication Design show how successful brand staging at a fair can look like. Individual exhibition elements, stands and booths as well as live performances can convince the jury in the category “Fair Stands”.

The sound of Audi
The design company BLACKSPACE created the “Audi Music Box” for the Audi AG, design exhibition elements which demonstrate how the automotive manufacturer and its claim “Vorsprung durch Technik” can sound. The sound machine was created on the occasion of a new, technology-focused training programme in the Audi Training Center in Munich. The Audi Music Box is a new and unique instrument, made up of a wide range of vehicle parts used for building the cars. Motor-driven, software-controlled hammers create completely new sounds out of the parts and combine them into unique tracks specially composed for Audio. The Music Box is not only intended to make the Audi brand audible in an innovative manner, it also aims at conveying the message that the whole is more than just the sum of its parts. In addition to the sound performance, a product show was designed for the showroom, which, just like the sound machine, was based on interaction, experience and progressivity.

The Audi Music Box was awarded with a Red Dot: Best of the Best in the Red Dot Award: Communication Design 2017. The jury explained their decision: “What is special about this work is that many parts of an Audi car have been turned into sound bodies with the idea of demonstrating how the brand sounds. It is thus translated into music in a novel and inspiring approach and acquires an additional emotional component. At the same time, these sounds are produced by technology, which perfectly matches the technically oriented nature of the manufacturer’s event where this music machine was presented.”

OKA fair stand highlights creative process
For the German office furniture manufacturer OKA, the Polish design agency MOA Master of Arts designed a fair stand for the ORGATEC 2016 in Cologne, the world's leading trade fair for office and facility. It was awarded with a Red Dot in the Red Dot Award: Communication Design 2017.

The stand concept is based on a half-transparent façade of printed mesh with wooden laths and randomly placed text concepts that represent the creative state of mind of the employees at OKA. These elements, labelled with key values, converge at the centre of the stand and thus appear to be sucked inside. The entrance portrays the company’s creative process, where the ideas arise that lead to the design of OKA furniture.

Health AG with interactive fair stand
The fair stand of the Health AG at the trade fair IDS 2017 was also awarded with a Red Dot. It was created by the design agency MUTABOR from Hamburg. The booth reflects the new image of the company and has the central theme “Co-Evolution”, with the company directly including its target audience into the development of the new division. The design of the stand bases on dialogue, as well as on being modular and digital. An interactive table creates conversation space and thus offers visitors the opportunity to discuss interesting topics on site. The use of warm materials generates a friendly atmosphere. In addition, bar stools provide flexible seating arrangements and relax the formal ambience.

Red Dot Award: Communication Design 2018
Until 15 June 2018, designers, agencies and companies from all over the world have the opportunity to submit their fair stands in the Red Dot Award: Communication Design 2018. Additionally, they can hand in their works in 16 other categories. In a process spanning several days, the jury, consisting of 24 international experts, decides about the aesthetics, originality, comprehensibility, concept and implementation of the submitted projects. Good achievements are honoured with the sought-after Red Dot.

» More information about the Red Dot Award: Communication Design 2018