AkzoNobel: trade fair lounge

Trade fair lounge inspires with its questions about the future

Background
The major international trade show “Color – Facades & Finishes” takes place only every three years. This is a good enough reason for AkzoNobel to turn this rare occasion, from 24th-27th March 2010, into a special experience and to present the company as a strong, competent and trustworthy umbrella brand. The theme of their exhibition is: “Adding color to people’s lives”. 

Strategy
rheinfaktor designs an inspiring space within the trade fair lounge full of provocative questions about the future. This concept allows them to reflect AkzoNobel’s brand values and underline their claim “Tomorrow’s Answers Today”. Questions such as “Are there any undiscovered colors?” and “Can color understand us?” are printed on the lounge floor and walls, the menus and the T-shirts worn by serving staff. Hundreds of stickers with questions about color are also spread around the trade fair. The goal is to provoke discussion about color and provide food for thought that transcends the practical product qualities themselves. Visitors should be inspired to understand the added value of color in their lives.

Results
The lounge design and the confident, humorous handling of the theme appeals strongly to colleagues and visitors.