THE FIRST DAY OF THE FUTURE.
At Interzum 2013, Munksjö's trade fair stand celebrated the launch of its new "Futuressence" collection, which offers customers of the décor paper manufacturer new possibilities and even better results when décor printing on unicoloured paper. The range consists of two contrasting colour themes called “Vibration” and “Sensation” comprising around 30 different colours.
The spatial concept was once again based on a distinct reinterpretation of Munksjö's corporate architecture, which hw.design first designed several years ago. The guiding principle of all presences has been developing architecture inspired by folded paper. For the 2013 trade fair stand, an approximately seven metre high wall with a zigzag folded design acted as a room divider splitting the stand into two zones – the front zone was open for welcoming visitors while the back area provided space for service and back office functions.
The striped, horizontal cuts in the dividing wall and the shadows and colour displays created by light illuminations produced a constantly changing decorative space, resulting in an atmosphere that stimulated visitors as well as fulfilling the communication objective of conveying the new range. The positive reaction of visitors to the trade fair stand was a testament to its success.