With its reduced language of form and unusual animations, this trade fair stand fascinated visitors of the SHK 2012. The entrance led past two large portraits of a man and a woman, yet upon closer inspection it was evident that the faces had been animated on large-scale screens, with diagonals measuring over
2.6 metres in brilliant full HD quality. Inside the booth, the company Alape presented its modular system of furniture and washbasins. Combined with the sensory moments of the display, this turned the brand positioning and the claim of “Emotional
Purism” into an experience.