The Big Light Show for Reggiani, Light + Building 2018, Frankfurt

Designed by: Public
For client: Reggiani Floor area: 198.00 M² Year of completion: 2018
Submitted for: Trade-Fair Stand of the Year

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About the Project

Our concept was to create a new and unexpected visitor experience by challenging and disrupting the norms of exhibition stand design. In a radical departure from the monotonous glare and harsh reflective surfaces that are typical of trade shows, we brought together atmospheric darkness, dynamic light sequences, matt textures, music and ambient sound to create a unique multi-sensory experience.

Working to the title The Big Light Show, we were inspired by the look and feel of raw industrial spaces, raves and club culture, and the ways in which lighting is applied to create drama in these settings. This resulted in a design that took in pulsing light as well as a palette of raw materials including matt black metal and mesh for the cage-like frame of the stand; OSB wooden board in unfinished wood and matt black finishes; soft untreated cork, and live plants in unvarnished terracotta pots. Ambient sound and live DJs created depth and ambience, while our graphics for the project featured an industrial-style hazard line and Reggiani’s bright yellow brand colour.

In practical terms, the double-height exhibition stand was organised around a downstairs area with a main space allowing for four large display tables, a showroom, bar, separate meeting room for interactive product demonstrations, and a private kitchen. The upstairs area provided a breakout space with power points for device charging, product display walls, and an additional bar and meeting room.

What’s unique about it

Our design for The Big Light Show represents a complete departure from the way in which lighting brands usually display their products.

Working with our partners, we created a light theatre in an industrial black box, a space which worked successfully as both a product showcase and a dynamic social hub. Using a high spec sound system and bespoke generative content designed by UNSTATIC, the lighting reacted to the music in real time, creating ambience, energy and excitement. A palette of matt, raw textures and colours provided a memorable backdrop for the display of Reggiani’s new collection, while absorbing glare and humanising the space. Dwell time on the stand was longer than average, with visitors interacting with the environment in multiple ways, whether dwelling in the breakout spaces, experiencing the product offer, enjoying the bar service, or absorbing the atmosphere in the forum-style seating.

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© John Hooper
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© John Hooper

Exterior view, The Big Light Show, Reggiani exhibition stand, Light + Building 2018

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© John Hooper
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© John Hooper
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