Brand Experience & Trade Fair Design Annual 2022/23
Language: German / English
Year of publication: 2022
Illustrations: Approx. 400 photos and plans
Dimensions: 9 × 12.2 in
Press text: Download
It is definite: The trade fair is not dead, the trade fair is changing! And, going forward, this will not be the last time it has to adjust with agility to new circumstances. Designers will need to analyze the qualities of space again more closely – be it the physical space or the digital space: Space should be staged and designed so as to support communication, facilitate encounter and experience, create an immersive effect and, of course, provide content which adds value.
But this also means that communication strategies need to be fixed beforehand, particularly if the focus is on positions and visions rather than products as in the past. It will be about connecting people with brands on many different levels in order to shape the future together.
The standard reference work in the trade fair design world.
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