Brand leadership you can walk through. For Thalia we translated the brand identity into a modular experience that goes far beyond traditional tradefair stand design. In cooperation with Thalia and the agency markenzeichen, we developed a scalable concept that brought the spirit of one of the best-known bookshops of Germany directly onto the trade fair floor.
Highlight of the exhibition stand construction: the striking bookstaircase — a stylised, two-storey pile of books that invites you to linger - and private meeting rooms as well as logistics hidden in its interior. Around the staircase were beautiful reading rooms, rich in detail, that animated the community to share, a social media area that created moments, and a fully stocked bookshop with modern self-service checkouts for a direct shopping experience.
Sustainability beyond the show. After the trade fair interior elements, shelves and illuminated logos are directly integrated into Thalia stores — always in use, constantly circulating. Trade fair stand design that fulfils its purpose after the gates of the trade fair close.
Photography: Sebastian Greuner
