Hitschies
“Colorful, loud, surprising – a trade fair appearance that pops just as much as the Hitschies themselves.”
Project Management: Martina Braun, Managing Director
Who doesn’t know them?
Hitschies – the sweet and sour temptation from the supermarket shelf. The brand has its roots in the traditional, family-run company hitschler International GmbH & Co. KG, based in Hürth near Cologne. Since 2017, the company has been managed by Philip Hitschler-Becker, great-grandson of founder Ferdinand Hitschler.
For the ISM sweets and snacks trade fair in Cologne, we had the chance to create a true Eldorado of exhibition design – a 60-square-meter booth where we could really let our creativity run wild. Packed with highlights and one mission: colorful, bold, and impossible to ignore – just like the confectionery products themselves.
In addition to illuminated logos suspended from the ceiling, we installed neon fluorescent tubes. The blue glowing walls were accented with backlit 3D logos that caught every glance. The setup was completed with a vibrant counter, matching bar stools, Plexiglas boxes filled with colorful treats, and even more neon tubes. A different kind of long-distance impact!
At the heart of the booth was a pink bar area for hospitality. But the real highlight was hidden behind it: a secret room for product presentations. The room was completely blacked out on the inside, with product pillars arranged in a circle. In the center: a buzzer. Once pressed, the Mission Impossible theme began to play, lights moved across the pillars – and finally spotlighted one product. A true showstopper for many of the trade fair buyers!
Naturally, all trade fair regulations had to be taken into account – such as fire protection via an additional sprinkler system and emergency exit lighting.
And that’s not all:
Two meeting rooms, a photo booth, and a storage cabin were also integrated into the space. Right next to the photo booth, more sweet call-to-actions drew in visitors: Dragon Tongue slush ice and a candy bar. Several LED displays showed looping company videos – featuring none other than Instagram star and CEO Philip Hitschler-Becker.
