For me, it is of the utmost importance to understand brand architecture and exhibition design as a profound interpretation and further development of an existing corporate design (CI). It is important to me that the design reflects the brand. At the same time, the emotional level must also be right, which is why details such as furniture, materials and colours must also be coherent.

The interaction with the space and the atmosphere it creates should provide visitors with an authentic brand experience – not least through the right balance of functionality, aesthetics and interaction, thereby conveying information about the brand and product. The space should not only stage the product itself, but the brand presentation should also touch people emotionally.

As a jury member, I would like to advocate that these principles form the basis for every project we consider. Exhibition design should be an integral part of brand communication and not just a visual backdrop.