Particularly inspired by the curves and radii in their logo’s lettering, Heilmaier Messedesign developed the design language of the double deck. The design not only had to be functional, but also had to convey a modern, innovative and exclusive impression.
The shape of the double-deck was based on SOMIC’s S line and presented quite the architectural challenge. However, with precise planning, manufacturing, and assembly, we were able to create a 70 m² large, floating ceiling canopy.
This canopy had to be positioned just perfectly because, in an exhibition hall, first you hang the ceiling and then you can build on the floor. However, the airiness and elegance that resulted from the design made every effort worthwhile.
The task in developing the booth concept was to ensure visual harmony between the machines, the SOMIC’s corporate identity (CI) and the booth structure.
The design process at Heilmaier Messedesign had to start with understanding SOMIC’s requirements and how the company wanted to present itself at Interpack 2023.
In the end, Heilmaier Messedesign opted to highlight the topic of high-tech digitalization through a super-sized LED wall, enhanced with red lighting accents. Inspiration came from different sources, such as product design and nature, but the goal was to create a “wow effect” by combining all the disparate details and elements into a unified vision, and to make clear that SOMIC brand is synonymous with progress.
100 LED-Tubes
The LED lighting on the corner columns of SOMIC’s new machine generation enables visitors to know the operating status of that machine from a distance. Combined with the tinted glass panels, an almost mystical, lighter-than-air lighting atmosphere was created.This unique visual effect was also used in the introduction to their product videos which ran on the LED wall. A further variation of this lighting concept could be found n the 100 LED tubes installed above the machines. Depending on the status of the the machines below, various wave and droplet illusions were created by synchronizing the LEDs. A dark semi-transparent gauze banner framed the booth space and added to the effect.
In a follow-up discussion with Ms. Rumberger, SOMIC’s marketing manager, she highlighted one very particular and often over-looked aspect of stand design: “We all felt very comfortable being on the stand.”
This comment highlights the crucial role of stand design, for both stand staff and visitors, in ensuring an enjoyable and successful trade show experience.
