Project Manager Dallmann's: Jürgen Braun
What’s the best way to showcase herb-based treats? By transporting visitors into a dignified and appealing atmosphere. This was our concept for Dallmann's, a leading manufacturer of herbal sweets. We constructed a medicinal herb apothecary in the style of the 19th century, created a completely open environment and let the products speak for themselves.
“Active sweets” are the delicious pastilles that provide relief from colds but are just as well enjoyed for the pure pleasure of their taste. The taste comes from plant extracts that include sage, ginger and Icelandic moss. That’s why they are still often sold in pharmacies. The confidence-building atmosphere of a pharmacy was the hook for targeted communication of the company image.
The exhibit for the ISM 2017 was distinguished by a wide wooden counter and a large pharmacy cabinet backed by polystyrene panels with 3D façade optics displaying historical images. The exhibit was open on all sides so that the curious could approach the counter directly – but not after having to pass through appetizing, inviting displays. In addition to the company’s products, apothecary bottles and glass containers for herbals were displayed on the counter.
The illusion was designed to be not quite 100 percent perfect, since there also had to be room for advertising messages and the typical CD of Dallmann's. After all, the most important point is that a company does not disappear behind its own display.
We therefore applied information and images of herbs on the walls and on the floor.
This resulted in an optimal balance of authenticity, message and a retro feeling conveying the company’s tradition. To achieve such an effect, the historical elements not only had to look like originals but had to be of the same high quality: using solid dark stained wood, brass fixtures and other fine details. And the employees were dressed according to their profession in genuine white robes.