LOEWE

IFA BERLIN 2005-2010

To create an adequate architectural frame at fairs for a design-conscious brand like Loewe was a challenge very much appreciated by Braunwagner. The Loewe trade fair stands at IFA 2001, 2003 and 2005 set a benchmark for this industry. Braunwagner developed the POS System "New Loewe", several flagship stores and a modular exhibition concept.

stringent cubic-linear design

The architectural principle of the Loewe booth at IFA 2005 was a white stage interpreted by a stringent cubic-linear design. The booth design's formal purism allowed for a high autonomy of the product presentation with its strong individual requirements. The basis architecture has been used until 2010 with different communication design features.

Services: Architecture, Communication Design
Awards: Designpreis der Bundesrepublik Deutschland 2007 (Silver), ADAM Award 2006 (Gold), Designpreis der Bundesrepublik Deutschland 2006 (Nomination), DP3D Die Goldene Flamme 2006 (Predicate: outstanding), Red Dot Award: Product Design 2006, ADAM Award 2004 (2. Place), Designpreis der Bundesrepublik Deutschland 2004 (Nomination), iF Product Design Award 2004
Photography: Knut Koops