About the exhibitor
Grupa Kęty – for many years a supplier of high-quality, advanced aluminum-based products and flexible packaging. Undisputed leader on the domestic market, which, thanks to its strategy oriented towards cooperation with international concerns, is successively strengthening its position on the European market.
About the trade fair
This was the eleventh edition of the ALUMINIUM International Trade Fair and Conference. The ALUMINIUM trade fair in Germany provides an overview of the entire aluminum industry. It is an international meeting place for suppliers, raw materials, semi-finished and finished products as well as manufacturers of machinery, plant and equipment for aluminum processing and production.
Nearly 25,000 international visitors were on the lookout for new solutions and technologies, and the participation of 992 exhibitors from 58 countries participated in the fair.
Stand concept
The project was created strictly with the client company, its industrial character and products in mind. Poland’s largest and most innovative profile manufacturer had to be presented in a monumental and modern way. The simple form of the stand was broken by the slanted cubist form of the floor, which introduced dynamism and reflected the energy of the company. The rawness of the timeless concrete, presented with the help of an elegant laminate, corresponded with both white and wood-like elements, which warmed up the stand and created a pleasant atmosphere for conversations. The biggest challenge was to showcase the customer profiles in an unconventional way. Starting from the banal premise of depicting the profile of a human face, we arrived at a unique form that reflects not only the product, but also symbolizes man living in the post-industrial era. The two-meter-long form attracted curious customers and was appreciated by the client himself, becoming his trademark. In addition to the spatial form, the profiles were also shown graphically in the form of a print, which referred to the well-known exclusive brand Louis Vuitton. The whole was complemented by minimalist photographs emphasizing the consistent character of the stand.
On the ground floor there were conversation areas, a product area, information area, bar area, lounge area and also enclosed kitchen and storage facilities, cloakroom and VIP room.
On the first floor there was a conversation area for special customers.
Stand profile
An important element of the design is the non-standard slanted floor with a semi-open room – a comfortable conversation zone. Both the floor and the first floor are positioned asymmetrically in relation to the whole area, which gives the stand a dynamic character.
The illuminated floor, which made the stand distinct and gave it lightness.
Walls covered with concrete imitation laminate gave the stand a raw feel.
The use of wood-like panels warmed up the industrial character of the stand.
The client’s watchword at the fair was ‘more than extrusion’ and ‘mehr als nur pressen’. Grupa Kęty is a company with over 60 years of tradition, formed by a team of almost 4,500 people. The stand emphasized both the many years of experience and the modern standards behind the customer’s well-known brand.
The space was arranged so that everyone could find a convenient place to conduct business negotiations. Conversations with clients took place in the VIP room, the comfortable conversation zone on the first floor, the sofa area, the high tables, the bar counter and the open space, which occupied 49m².
Upstairs there was a semi-open comfortable conversation zone occupying 35m². Industrial lamps gave a unique atmosphere to the room, while graphics on the walls showed the client’s products and production halls.
The client’s logo was visible from every side of the stand.
The centerpiece of the stand is the original head shape, formed from cross-sections of the client’s aluminum profiles. The dimensions of the structure are as large as 2.5 x 2.5m. This unique element creatively showcased the client’s product.
Unique high bar tables were made especially for the Grupa Kęty stand. The wood and steel elements referred to the client’s products and gave the stand an industrial aesthetic. Manufactured from lacquered board, they fitted in with its elegant style and provided a place for business discussions.
Outside the stand was a reception counter and three varnished displays with the client’s products. At the counter, it was possible to obtain key information about the company and easily make contact with its representatives.
The Grupa Kęty stand was distinguished by:
- a monumental, storied structure,
- head shape arranged from the customer’s aluminium profiles,
- diagonally aligned floor,
- walls imitating concrete,
- steel elements referring to the customer’s products,
- illuminated platform,
- raw industrial character of the stand,
- spatial illuminated logo,
- use of wood,
- industrial lighting,
- printing on polycarbonate with profiles and customer logo.
