BEKO IFA 2015 / Urban Recreational Area
With the trade fair stand for BEKO Deutschland at the IF A 2015 in Berlin, the Munich-based agency eins:33 continued a trilogy which began at the IFA 2013. While the size of the stand with 1,700 m. in 2015 almost doubled, the basic concept of architectural and urban planning elements as well as the social interaction between them remained.
The 2015 booth once again contained both spatially closed units and open, square-like areas which were designed to encourage people to explore together and to stay a while. Inspired by the park landscape of the New York High Line, aspects of social commitment and integration as well as urban gardening were added. Installations consisting of planterboxes and seedlings were intended to encourage fairgoers to get involved and park-like areas with real plants of fered zones for peace and regeneration in the midst of the hustle and bustle of the fair. The significance of green spaces within a megacity was thus always visible and technical installations alternated with personal emotional moments.
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GAGGENAU Eurocucina 2016 / Past, Present, Future
At the EuroCucina 2016 in Milan, Gaggenau Hausgeräte celebrated a very special anniversary: under the tagline “333 years in the making”, the company which evolved from a nail maker to kitchen appliance manufacturer took the visitors on a journey back through the history of the company . The history did not, however, only provide the content framework. It was also projected onto the inside surfaces of the façade which was furnished with large-scale passe-partout cut-outs.
One of these tunnel-shaped openings formed an impressive entrée that guided visitors to the starting point of their museum-like tour. The tour of the 300 m. presentation by eins:33 was kicked off by a real forge which referred to its formation in 1683 by Margrave Ludwig Wilhelm from the House of Baden. Entitled “Present is where past meets future”, the visitor was then led along a gallery in which the Gaggenau brand was placed in an historical context to one of the highlights of the tour: The unveiling of the EB333 – a reinterpretation of the legendary 90 centimetre wide oven.
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INTERVIEW / Lina Micus
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Read more in Trade Fair Design Annual 2016/17, published by avedition ISBN 978-3-89986-257-7