A total of 2060 exhibitors took part at BAU 2013, the trade fair for architecture, materials and systems, in Munich from January 14th to 19th. The company DORMA from Ennepetal was represented on-site by a stand designed by dan pearlman. Innovation and quality, which are the core principles of the brand in the context of a new corporate design, as well as the brand values of effortlessness, holism, design and aestheticism, were construed by means of a lavish stand concept. Clear, cubic forms reflected the design attributes that the architects at dan pearlman sought when realising this trade fair stand. At the same time, they created an inviting and open atmosphere, fully in keeping with the “Design the 360° Experience” corporate request. Design and functionality became one in this space, thus creating a successful, new DORMA brand identity: From Today to Tomorrow.
The architectural ensemble, all in white with dynamic accents of DORMA red and bright, welcoming wooden floors, reflects transparency and openness. The open and all-encompassing approach used in the “Welcome Area” was the core theme of the installation and it also acted as a means to allow guests become accustomed to DORMA’s new image. The open-plan entrance area then led to the “Media Plaza“ with recessed seating, which represented the centre of the DORMA world. Communication, exchange and brand image were the central themes of this area. The world of DORMA was brought to life on the “Brand Wall” by means of innovative multimedia technology and the screening of the brand reel. The intuitive path then continued through the installation, passing a display of the latest DORMA products as well as the catering area, before reaching the stairs to the first floor. Here guests could not miss the highly visible “Innovation Box”, which offered an exclusive look at the company’s new products and its development process. The DORMA fair stand received the bronze medal of the Adam Award in 2013 and ranked the second place of the European Change Communication Award in the category Internal Branding Medium.