"How colour and material choices create an emotional atmosphere and evoke cognitive associations"

Project Management: Alexander Frohnert, Managing Director


Our client Weldotherm is a leading specialist in annealing technology and lives "Made in Germany" as a quality promise.
Weldotherm is a global manufacturer that offers modern equipment for controlled heat treatment and a variety of mobile annealing technologies, including innovative heating elements, measuring technology, and special heating systems, for the industrial sector. For the renowned trade fair "WELDING & CUTTING", right in front of its own company headquarters in Essen, we designed a 70 square meter exhibition stand for Weldotherm in a chic industrial ambiance - modern and inspiring with a promise of quality.

As the main decor, we chose the black concrete look Charcoal Flow, which stood out with its silver and steel grey tones and harmonized beautifully with brighter solid colors as well as with wood decors. Therefore, we chose the light floor in concrete and wood look "Beton Woodcon". The counter attachment and acrylic panel emphasized the contrast with light grey tones. The industrial color concept was supported by the large black and white pictures, the reddish colored exhibit, and the warm, cozy light of the light bulbs.

The look of grey steel concrete decorative panels in contrast to the intense red tones of annealing and welding gave the entire design an industrial elegance. Cognitive experiences and cultural as well as emotional associations were to be triggered in the viewer - the trade fair visitor felt the connection of annealing and welding in the cool environment of a steel mill.

The acrylic room dividers created a more open, yet cozy atmosphere. In the catering area with a bridge element, the lighting and the ivy ceiling played a decisive role in emphasizing the coziness of the room. A tap system in the counter area, which was not only functional, also symbolized the traditional, down-to-earth industrial life and invited visitors to have a beer.

The corporate value "quality" is also evident in long-range recognition: Here we placed contour-cut logos on each side. We also installed a contour-cut logo behind the counter, even with backlit LED lighting.
Small but fine highlights, such as the digital print within the exhibit with visual depth effect and illuminated standing tables, rounded off the concept.

We were able to actively support Weldotherm in finding a new concept and build them an exhibition stand with which they could fully identify:
modern - high quality - traditional - emotional.

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Viavend GmbH
Konrad-Adenauer-Platz 17a
40885 Ratingen, Germany

T +49 (0)2102 / 891 99 77
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