BAU Munich 2013
The Xella Group, market leader for construction materials, acts as an invisible umbrella brand throughout the whole company communication. Focus is on the direct perception of the product brands.
The umbrella brand as stage
The X as striking part of the Xella Group logo is the basis of the concept and architectural stage of the translation into the third dimension. Based on this form cubic elements were developed for the presentation of the product brands. Dynamic cut-outs, colour and graphic codes and exciting accentuation invite to explore the stand. Interactive exhibits and distinct information displays stimulate an intensive engagement with the brands and topics such as fire protection, construction and refurbishment.
Services: Architecture, Communication Design, in cooperation with AM Projektraum
Photography: Andreas Endemann