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Visualisation of the innovation appeal through a clear and generous room design.
Expopharm, Köln
Block stand, 530 square metres
Expopharm, Köln
Block stand, 530 square metres
| At 530 m2, the exhibit of the VSA Group of Companies was the largest at the EXPOPHARM 2005 in Cologne. As the market leader, VSA has been the reliable and innovative partner for formula calculations for pharmacies. The EXPOPHARM serves as a platform for the restructuring of the VSA Group, which is providing proof here of its competence in the area of pharmacy systems. The focus here is on: version 1.0 of the software "jump", which was presented to the public for the first time. The appealing fair stand impresses because of its generous and clear space arrangement. The common topic and leitmotif on the fair stand is the new pharmacy software "jump", without, however, pushing the other software products and solutions of the group too much into the background. On the contrary, by consciously setting accents and emphasis, the complete range of services of the group becomes apparent to the visitor at first glance. At first, the 3-dimensional implementation of the current advertising campaign at the outer edges of the stand, with large graphics and yellow wall balustrades in wave shape catches the visitor's eye. The motif of the "jump" wave spans the entire stand in the form of a 26 m long, wave-shaped ceiling canopy illuminated in the "jump" yellow. In parallel, the wave is repeated at eye height with 150 suspended teleidscopes. They encourage visitors to look around in the new "jump" world. The wave marks the "jump" central axis with 6 cash register tables and the impressive "jump" hardware, which is presented on a specially made glass cash register table. Overall, in the front area of the fair stand, there is place for 30 new custom-designed workplaces for software presentations. The sub-brands of the VSA Group of Companies are assigned to the respective presentation areas, on which the current highlights are presented. Prominent among these are the logos of the sub-brands on sails of 2.5 x 5 m size. The open communications zone with the bistro and lounge adjoins this presentation area. Discussions can be carried further in this meeting room. The ingenious stand decoration with fennel branches in a gravel underlayer creates a pleasant atmosphere and simultaneously shields the hall aisle. The inviting bistro and the cosy lounge are on a pedestal, to be able to offer the guests a little quiet from the hustle and bustle of the fair. The feeling of being special and being above the rest of the public sets in. On the front side of the stand, directly at the hall entrance, an interactive ground projection encourages visitors to playfully get involved with the "jump" theme: The catchy slogan "jump – Lebe Deine Apotheke (Live your Pharmacy)" becomes omnipresent thanks to a continous projection; upon passing the projection, the visitor draws rotating jump logos behind himself in the form of a tail of particles. The central axis with silver-grey laminate forms the platform for the highlight "jump" and the bordering planes are covered by velour carpet.The expressive blue cabin walls in the rear wing are completely papered with a graphical walllpaper. The reduced play of colours of the stand materials and furniture lets the colourfulness of the exhibitor and its sub-brands get shown to advantage as a tail of particles. Customer feedback from the Marketing Managers of the VSA Group: "Our requirements for this fair stand were very stringent. Depiction of a complex company structure, implementation of a comprehensive advertising campaign even at the trade fair stand and fulfillment of all the requirements from the Sales side so that the customers can be looked after as efficiently and effectively as possible. In addition, the stand had to visuallise and consolidate the innovation appeal of the Group. The result has undoubtedly exceeded all expectations". Photographs: Marco Cormann |
Atelier Damböck Messebau GmbH l Oskar-von-Miller-Ring 1 l 85464 Neufinsing near Munich
Phone: +49 (0) 8121-975-0 l Fax: +49 (0) 8121-975-444 l
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Atelier Damböck Messebau GmbH l Oskar-von-Miller-Ring 1 l 85464 Neufinsing near Munich Phone: +49 (0) 8121-975-0 l Fax: +49 (0) 8121-975-444 l l Imprint |
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