HP @ Heimtextil
Award: Best Stand at a Print Event – GOLD
Agency: Trendease International
Event Name: Heimtextil
Agency Website: trendease.com
The all-encompassing print. The design brief for this 110sqm stand for client HP at Heimtextil, in Messe Frankfurt, Germany, January 8-11, 2019 was that it had to showcase the latest in HP Latex Large Format Printing and include two printers, reception, meeting areas, bar, storage, and work stations.
For the stand designer and curator, Jennifer Castoldi of Trendease International, it was of utmost importance to put the main focus on the limitless possibilities of digital print for interiors by showcasing a single print design that melted over a vast range of product applications and a myriad of different materials, so that depending on where the viewer was standing, it was impossible to distinguish one surface from the next: wardrobes blended into window blinds, which overlapped wallcoverings where cushions dangled from the ceiling and bedding merged with the floor that engulfed an armchair, lamp, and side table. Even a coffee maker and a shoe got the pattern treatment! All-in-all 37 materials were used on 50+ items on the stand, each covered with the pattern-morphing print from surface design studio Poppy. The stand was split into two main areas: the runway with a spotlight on print capabilities, and the networking space for doing business.