APP Sinarmas

“Quality also
means realizing
concepts with
a fixed budget”

Project Manager APP Sinarmas: Timea Vasas

We’ve been building exhibits at various trade shows for the Indonesian paper manufacturer APP since 2010. Over the course of these years the company has focused its values increasingly on sustainability - and wants to show it. The generous use of wood, a pervading brightness and a maximum of open construction were designed to convey transparency, responsibility and an innovative approach using visual means.

In 2020 we won the contract for the APP stand at Paperworld. APP always calls for bids and there are no favorites – and there are no budget extensions. When the internal chain of approval is completed, there is no room for change. Even variable external costs such as electricity must be carefully calculated. Nevertheless, requests for changes may sometimes arise on short notice. Meeting all of these conditions calls for creativity and tactfulness. When re-estimates are ruled out, we agree on savings options instead. Continuous clarification of priorities is also an aspect of our service quality.

The client is very demanding, but also very reliable. We work together with a colleague from the Italian unit who also serves as a cultural mediator. Good placement of the logo and generous space for the products along with a consistent concept that sets new and different accents from those in the previous exhibit are important issues in such cases. We opted for a very clean appearance that could still convey a maximum of friendliness.

We achieved this with a mock construction of load-bearing construction elements in the form of trees. Four free-standing pillars made of solid, light wood and placed at the rear and side of the exhibit supported a floating sky. We mounted branching lateral struts that looked like stylized branches. The reduced size fit perfectly into the overall appearance but was visible enough to achieve the desired effect at just one glance.

Since the exhibit included many products we had to ensure that the stand was not cluttered. With bridges and roof structures we created an effect of free upward movement; very simple furniture ensured clear lines and the number of products was discussed in detail until a final decision was made. And we included a bit of light-heartedness: The lamps were artistically wrapped in unfolded layers of real paper.

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