Thalia trade fair presentation

As the highlight of the year for publishers, retailers and literature fans, Thalia presented itself at the Frankfurt Book Fair from 16 to 20 October. According to a stand concept developed with the marketing agency markenzeichen, Artlife has realised three brand-strong trade fair stands in individual construction for the Hagen-based bookselling company: the main stand, the social media area and the book shop.

Together with Thalia, the Frankfurt marketing agency and the Hofheim trade fair service providers developed the stand concepts for the self-confident trade fair presentation. To this end, the brand values and the company’s market leadership have been consistently placed in the spotlight. The focus of the design was an invitation to all trade fair visitors to experience the many facets of Thalia.

The stand design is based on the established shop concept of the bookstores, for which Artlife proposed or manufactured the entire stand equipment. Sustainability aspects were also taken into account. For example, the illuminated logos will continue to be used at Thalia locations, as will shelves, tables for product presentation and checkout furniture used in bookstores. Wherever possible and appropriate, rental elements were used.

Place to be: the book staircase

The main stand, which was divided into two zones, consisted of the shop area with reception counter and product presentations as well as the event area. The eye-catcher here was the book staircase. The communicative heart and “place to be” of the 240 square metre stand stretched over two floors and was reminiscent of a stylised stack of books. On five levels, visitors could linger and relax or follow readings and book talks. Two conference rooms inside the book staircase offered space for rest and meetings.

The surrounding ceiling elements with the green muse in the luminous Thalia logos formed the visual framework for the stand and connected all areas.

Instagrammable Set up

In visual unity with the main booth and separated only by a hall aisle, visitors were encouraged to interact on the 56 square meter social media area. According to their reading preferences, they could choose between a dream reading room, a crime novel or a new adult romance – of course instagrammable, lovingly and thematically appropriate.

The chain store was also represented with a 120 sqm bookshop in the “New Adult Area” hall, which was provided for the first time by the Frankfurt Book Fair. Equipped with numerous presentation tables and shelves as well as self-service cash registers, visitors to the stand had the opportunity to discover new highlights and exclusive trade fair products and buy them directly on site.