Elten @ A+A

Düsseldorf 2023

We were very pleased when ELTEN shortlisted us to take part in the pitch for a new trade fair stand concept for A+A.

With our design concept, we managed to harmonize the diverse technical and functional requirements for product presentation and trade fair operations with the brand CI and the core marketing topics in a creative stand design and thus assert ourselves in the competition against our competitors .

And that wasn't so easy! On a stand area of ​​around 700m², 900 shoes from a wide range of product categories were to be displayed in a clear and attractive manner. In addition, various special areas for innovations and technology topics as well as meeting spaces had to be integrated, as well as a large catering area with a 7m bar counter and 200 sitting and standing tables -Places and a fully equipped gastro kitchen! Given the expected high number of visitors and the large number of ELTEN employees, special attention was required for the customer journey and workflow.

With the design of the product displays and the stand structures, we also set ourselves the goal of making the topics of “working world” and “sustainability” tangible and tangible in our interpretation of an ELTEN brand space by creating a “work environment” that is both minimalist and high-quality. Create an “in-progress” feeling. We used oversized shoeboxes that contained kitchen, storage and technical rooms. To display the products, we have developed a special system of modular presentation displays in which we have combined the mobile design of the classic flight case with steel and wood. A special eye-catcher and popular selfie spot were the larger-than-life and natural-looking ELTEN shoe models on their stacks of cardboard, which lined the stand in various places as if casually placed.

We created a brand-appropriate universe for ELTEN's trade fair appearance, which was both representative and progressive at the A+A and clearly stood out from the overall level of its market competitors.