Modularity. Timelessnes. Clear zonal demarcations.
We had already come up with a reinterpretation of Eastpak’s trade fair image, when the American rucksack and bag label appeared at the fashion trade show Revolver. Now, for its presentation at ILM – the International Leather Goods Fair in Offenbach – we set ourselves the goal of expanding our holistic design concept. The spacious stand measured 203 square metres. We wanted it to reflect a wide portfolio of products, and retain a long-term place in the trade fair hall – so modularity, timelessness and clear zonal demarcations were the significant design features for achieving this. Furthermore, the stand was also intended to function as an appropriate presentation platform for premium products and collaborations.
But the authentically urban overall image had to remain paramount. So as to place the products in the foreground and give them sufficient space to make an impact, we deliberately opted for a functional design approach. An open and inviting atmosphere has been created in the spacious setting, backed up by communicative elements like table islands and counters. A black contour runs dynamically through the space as a salient design leitmotif, marking off the separate areas. A smart back wall system functions as a bracket in design terms for the entire stand. This modular POS system facilitates individual design possibilities for the widest variety of campaigns.
Eyecatching highlights on the back wall are the ceiling-high image boards, with back-lighted graphics which convey the current campaign motifs at long range. Cuboid plateaus dotted about the entire stand offer additional presentation areas for showcasing selected products. Monolithic wall panels serve as canvases for the evocation of the brand’s past tradition, marking a clear commitment to origins. The altogether brightly lit display, and use of natural materials, testify to classiness and reflect Eastpak’s fresh and self-confident image in spatial terms.