Exhibition stand as a brand symbol: Lanxess at the ECS

At the European Coatings Show (ECS), CBE DIGIDEN presented a trade fair stand for Lanxess AG that highlighted the company’s brand identity through an innovative spatial presentation.

The challenge: Implementing corporate design in space

The aim was to effectively showcase Lanxess’ brand identity at a trade fair through a well-thought-out stand design and to convert the minimalist and tidy appearance into a functional and aesthetically pleasing three-dimensional form. The focus was on natural materials.

Our solution: Three-dimensional branding and functional zoning

CBE DIGIDEN developed a concept that uses Lanxess’s supersign as a central element. This huge, three-dimensional brandmark not only served as an eye-catcher, but also to zone the stand while maintaining a high level of transparency. Four graphic columns with illuminated poster areas in the center of the stand separated the conference area from the meet & greet area and fulfilled a communicative function.

The result: A trade fair stand as a brand ambassador

The stand offered a powerful yet elegant presence that transferred Lanxess’ corporate design into the room and at the same time created functional space for meetings and presentations. It was a center of attraction and talking point at the trade fair and contributed significantly to the success of the trade fair appearance.

Conclusion

The Lanxess trade fair stand at the ECS, designed and realized by CBE DIGIDEN, impressively demonstrated how a company can translate its corporate design into an effective spatial presentation. The combination of brand recognition and functional room layout made the trade fair stand an impressive example of brand communication in space.