NEW TENDENCY X MIKE MEIRÉ

Designed by: Meiré und Meiré + NEW TENDENCY
For client: NEW TENDENCY Floor area: 120.00 M² Year of completion: 2019
Submitted for: Trade-Fair Stand of the Year

Agentur Meiré Und Meiré Fotograf Gerhard Kellermann Kunde New Tendency Imm Colgone 9
© Gerhard Kellermann

Architecture as interface: NEW TENDENCY’s exhibition space at imm Cologne 2019 was designed as a walk-in “green screen”. Reminiscent of a photo studio at first sight, with typical equipment such as headlights and reflectors, the monochrome green setting turned out to be a digital interaction space.

About the Project

At the international furniture fair imm cologne 2019, NEW TENDENCY presented its latest collection including the new seating furniture series STANDARD. The exhibition design was created together with Mike Meiré and Meiré und Meiré. Based on the idea that architecture acts as an interface in the digital age, they designed the exhibition space as a “green screen“ that can be individually configurated via Augmented Reality.

Reminiscent of the set-up of a photo studio, the booth turns out to be a digital interaction surface. The area is designed almost completely monochrome in green which sets a strong visual signal and at the same time refers to the technology of chroma keying: a technique that enables the fusion of real and virtual elements.

A specially developed web app can be used by the fair visitors to scan any green area at the fair stand. This is then transformed into a grid that can be individually configurated by selecting colours and patterns that reflect the design philosophy of NEW TENDENCY. The brand develops contemporary products in the tradition of the Bauhaus, that are characterized by their conceptual design, clear aesthetics and functional form.

What’s unique about it

The trade fair presentation follows a unique and immersive approach: The architecture not only serves the purpose of representation, but rather turns into a communicating interface. A seemingly simple set-up is augmented with a virtual layer: Using an app, visitors can create their own grid-based “virtual wall painting” by choosing their preferred patterns and colours. Bringing the architecture to life, they become an active part of the presentation and experience the fair stand in an entertaining, immersive way.

The grid-based “virtual wall paintings” generated through the app are inspired by the aesthetics of the Bauhaus while at the same time updating it in a radical way. The reduced forms and colors of the Bauhaus appear as part of a digital flat design that emphasizes the physical presence of the NEW TENDENCY collection and contrasts with its natural materials such as wood, marble and leather.

Nt 3 I Phones 1920X1080

Visitors were invited to scan any green surface within the exhibition space with a specially developed app. Choosing their preferred patterns and colours, they were able to create their own “virtual wall paintings”. Augmenting it with a virtual layer, visitors experienced the trade fair exhibition in an entertaining and immersive way and became themselves a part of the presentation.

Agentur Meiré Und Meiré Fotograf Gerhard Kellermann Kunde New Tendency Imm Colgone 2
© Gerhard Kellermann

Visitors were invited to scan any green surface within the exhibition space with a specially developed app. Choosing their preferred patterns and colours, they were able to create their own “virtual wall paintings”. Augmenting it with a virtual layer, visitors experienced the trade fair exhibition in an entertaining and immersive way and became themselves a part of the presentation.

Agentur Meiré Und Meiré Fotograf Gerhard Kellermann Kunde New Tendency Imm Colgone 16
© Gerhard Kellermann

At the centre of the trade fair exhibition was the latest NEW TENDENCY collection including the new seating furniture series STANDARD. The brand develops contemporary products in the tradition of the Bauhaus. The grid-based “virtual wall painting” were referring to the clear and functional form of NEW TENDENCY products while at the same time offering a contemporary update of Bauhaus aesthetics by staging them in the context of a digital flat design.

Agentur Meiré Und Meiré Fotograf Gerhard Kellermann Kunde New Tendency Imm Colgone 3
© Gerhard Kellermann

Architecture as interface: NEW TENDENCY’s exhibition space at imm Cologne 2019 was designed as a walk-in “green screen”. Reminiscent of a photo studio at first sight, with typical equipment such as headlights and reflectors, the monochrome green setting turned out to be a digital interaction space.

Agentur Meiré Und Meiré Fotograf Gerhard Kellermann Kunde New Tendency Imm Colgone 8
© Gerhard Kellermann

At the centre of the trade fair exhibition was the latest NEW TENDENCY collection including the new seating furniture series STANDARD. The brand develops contemporary products in the tradition of the Bauhaus. The grid-based “virtual wall painting” were referring to the clear and functional form of NEW TENDENCY products while at the same time offering a contemporary update of Bauhaus aesthetics by staging them in the context of a digital flat design.

Example of Greenscreen Web App

Location of project:
Credits:
NEW TENDENCY GmbH

Meiré und Meiré GmbH & Co. KG

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