The world of Bretz is a home for free spirits and eternal enthusiasts. Unconventional ideas and dedicated craftsmanship result in furniture designs that neither know nor set boundaries. Imaginative, versatile, intense down to the last piece of fabric. At this year’s IMM Cologne, we took our visitors on a journey into fantastically sensual worlds of design.
Under the motto “Luminous Spheres”, we took visitors to this year’s IMM Cologne, one of the most important trade fairs for furniture and interior design, into a radiant, fantastically sensual world: the world of Bretz. Even though this year’s IMM Cologne had a few gaps in the list of exhibitors and brands that usually attract attention with large trade fair appearances were few and far between, one thing was still clear to us: we would be exhibiting in full size and to the last detail. For us, the Cologne furniture fair continues to be a milestone in the furniture year, a kind of institution and an important date for the German furniture industry. This is exactly what we wanted to convey with our trade fair presence: On approximately 300 m², we were not only able to present our product portfolio to an interested trade audience, but also to stage a brand presence that expresses our brand and its positioning within the furniture world and sends a clear, positive signal in difficult times like these.
Bright color gradients on semi-transparent textiles meet walls and floors of the same color. The stand and color concept developed by designer Pauline Junglas was deliberately monochromatic and colorful, but without appearing gaudy or obtrusive. “We didn’t want to take away any of the radiance of the extroverted furniture, but rather reinforce it through the design of the stand and its colors,” says Pauline Junglas.
» Visitors should physically and mentally immerse themselves in the fantastically sensual world of Bretz and get involved «
To ensure this, Pauline Junglas worked closely with an experienced lighting designer for the Cologne furniture fair to present the collection in the right light, environment by environment. As you wander around the stand, you get exciting perspectives, glimpses and insights. The deep shades of blue and purple, the balanced relationship between light and shadow as well as opacity and semi-transparency created an almost contemplative space with a strong aura.
Our trade fair highlight itself was the focal point: The spacious Esfera lounge sofa. Esfera was enthroned on a pedestal in the middle of the stand like a large, radiant island of tranquillity. – So you couldn’t help but walk past Esfera, or at least fall into it once.
» Heaven is a place on earth «
Once they had sat down, nobody really wanted to get up again, which for us was a sign that we had done our job properly, because: “With Esfera, we wanted to create a sofa with an irresistible tactile and visual softness. A sofa that embraces us with its lavishly large cushions and allows us to turn our backs on the world for a moment.” (Designer Pauline Junglas)
The soft shades of the sofa blended harmoniously into the colorful overall picture of the trade fair stand and underlined the versatility and styles that Bretz has to offer.
Looking back, we are more than happy to have been part of IMM again: After years of digital meetings and product launches, the joy of the visitors at the trade fair and especially at our stand was almost tangible! Where better to talk about the opportunities, adversities and challenges of the (German) furniture market among like-minded people than at IMM Cologne?
We are definitely looking forward to next year!
You want more insights?
Watch our trade fair film here: