TRUE COLORS: IMM 2018 – BEHIND THE SCENES PART 1

Today we want to show you how our booth for this year’s trade fair IMM 2018 in Cologne came to life. Sneak a peek over our Bretz Design Team’s shoulder – it’s worth it!

The IMM Cologne – besides Milan the most important furniture trade fair in Europe – took place from 15 to 21 January 2018 and showed just everything from the world of furniture you could possibly imagine. No question, Bretz was there, too – design and construction of our booth already started in October, and today we will give you the opportunity to follow the design process of the Bretz booth.

And for those who want to plan ahead: Next year’s IMM Cologne will take place from 14 to 20 January 2019.

IMM 2018 WITH BRETZ: FURNITURE ON STAGE

This year’s theme at our IMM booth was: True Colors! True colors represent the energy, they represent just everything that constitutes our furniture. Our main focus was concentrating on our colorful furniture and pointing out their character. This was done by applying colors dynamically and experimentally, creating a world of color at our booth that seemed to be grown together with our furniture. The furniture being independent sculptures that embrace the assimilating atmosphere and intensify each other. The actual design and final construction of the booth, however, were not done in an instant; this was a rather long way to go…

USING A MODEL TO START WITH

The first questions to be solved were how to place and group our furniture, which perspective and angles would create most excitement and best effects to present our designer brand furniture? And before we could even give any thought to the colors to be used for the booth in general, the walls and floor, we had to decide on how to furnish the booth; after all, all pieces, colors, and the furniture are directly related to each other! To get the best feeling for color, movement, and proportion, we used both the computer as well as a model scaled 1:50.

TRUE COLORS

First of all, we had to decide precisely on the colors – the booth was divided into three areas: the Green+Orange Area with the models OHLINDA, OHLINDA BED, and CROISSANT; the Blue World with NAPALI, CROISSANT (this time in Yves Klein Blue) and the dining assembly. These two really strong and powerful color worlds were separated visually from each other by using the more “disimpassioned”, quiet color gray for the third area. Here we placed our models CLOUD 7, FILOUSOF, and OCEAN 7. It was this arrangement that guaranteed maximum strength of each of the color worlds. Next, we had to decide on the course of action, the effects and excitement we wanted to create. Where to reach the climax, where to begin the color burst and where and how to end it?

Questions, questions, and even more questions… They could only be answered by a clever design strategy and trial and error. The first step in the design process was to visualize the relevant areas of the model booth by using water colors, followed by digitalizing the colored model to get the right impression and a good feeling for the color worlds.

SCULPTURAL WALLS, FLOWING MOTION

Deciding against planar walls and for sculptural elements to be used as walls supported the concept of our booth. We used large textile fabrics covering wave-like styled walls, which increased the excitement and (e)motion reflected by the booth even more. After all, we wanted our design furniture to be an eye-catcher at IMM 2018!

THIS IS HOW WE DID IT

Due to the huge size of the walls (they had a height of 4.25 m) and the enormous lengths of the covering textiles we wanted to spray-paint (approx. 150 running meters), we had to prepare everything for the IMM 2018 booth at our company in Gensingen. Thus, Ronnie Martin, our booth builder, and our Design Team had more than a week of continuous hard work ahead of them. At our frame storage, a 25 m construction needed to be built for assembling and spraying the textile walls. The action was sensational – have a look, you shouldn’t miss it!

DIY – WOMEN CAN DO IT, TOO:

OUR DESIGNER DAGMAR MARSETZ IN ACTION

Spray-painting the large textile fabrics was thoroughly planned and organized by our designer Dagmar Marsetz. With a total surface extending to 25 x 4.25 m, you could easily get disorientated; thus, Dagmar used so-called layer plans that show detailed sections of the walls as well as the colors to be used in each particular section. This ensured that the booth at IMM 2018 looked exactly as designed with the model and the computer.

PLEASE STAY TUNED FOR PART 2 OF OUR MAKING OF

Next week we will present you part 2 of the “Making of our IMM Booth”. Join us “live” at the fairgrounds and watch us setting up the booth. Did the actual booth finally look like our model, did everything turn out the way we designed it at the computer? Stay tuned, the excitement will continue.