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VERKAUF UND PRÄSENTATION • RETAIL AND PRESENTATION TECHNISCHER AUSBAU • TECHNICAL SOLUTIONS

Fotos: Bernward Bertram

Messestand von Zwiesel Kristallglas auf der Ambiente in Frankfurt am Main 2019: Die Lichtgestaltung sollte den Imagefilm „Ambient Light“ unterstützen und den Besuchern einen beruhigenden Rahmen bieten.

F or a long time already, light has stopped been a mystery of physics but its fas- in the room intensified the dramaturgy of the film. Behind the light’s power to con-
trol, there is thus just as much high-tech functionality as rustic manual labour. Be-
cination as to substance and effect continues to be timeless. On its own, it is
nothing, but without light nothing is visible. It is never directly perceived, the human cause, while it is increasingly integrated into digital control technology, the light in-
eye can only capture its reflection. Most people do not see even the light but merely stallation in essence remains analogue: switching the light on and off is often still
the illuminated object. Light itself remains an unconscious sensorial experience. But done by hand, and so is the installation. This makes it clear that the importance of
it has an impact all the same – or precisely for that reason! Light serves as the un- lighting technology remains undiminished in trade-fair construction even though it
noticed power of the lighting designer to control the routes, perceptions and emoti- may have come to lead an existence in the slipstream of the “mixed reality” promo-
ons of the visitors. This is because light has the ability to change rooms and to im- ted everywhere.
prove the effect of colours. A designer working in trade-fair construction knows light
and will always consciously perceive it. He knows the ambivalence between waves Surroundings and material determine the quality of the lighting
and particles as well as the codes of the colours; he knows how to plan the reflection
and the direction, how to control the luminance and predict the effect of the instal- But what is the sequence regarding trade-fair stand lighting? Above the stand, first a
lation on the visitors. After all, staging light is without any doubt a central element traverse system, the so-called rig, is installed. The assembly is thus the first step!
in designing trade-fair presentations. Not last, however, brightness also ensures in- Based on a lighting plan, the customer requests are then identified and the position
creased safety, above all at trade fairs! of the spotlights is determined. Many questions have to be answered even before
the start: Does the ceiling bear the high load of the complete system of aluminium
The interaction of various factors trusses, illumination-, media- and electrical technology? Has the dynamic factor of
the lifting equipment been taken into consideration? The total load can be up to five-
For our client objectflor, for instance, we played with the interaction of form, colour digit kilogrammes. We at mac have five kilometres of trusses in stock. In the course
and light at the last Euroshop in Düsseldorf. It was a special challenge to master this of the year, considerably larger amounts of this material are regularly required. Once
interaction. The reason was the contrast between the black-painted wooden stand all the stand elements and the exhibits have been positioned, it is time for the fo-
architecture which had slogans inscribed on it in white and, on the other hand, the cussing of the light. Will moving lights, meaning moving-head luminaires, be used?
very brightly coloured products with various textures and forms. In the lighting in- Will gobos spotlights project symbols onto the walls of the stands such as formerly
stallation, the aim was to stage the products in a perceptible way while the black Batman’s bat sign onto the sky of Gotham City? Or is everything intended to look
frame was to recede into the background. We succeeded extraordinary well with this quite natural and is the existing or artificially produced daylight to dominate? What
project. For the trade-fair stand of the Zwiesel Kristallglas AG company at Ambiente really matters ultimately is that the stand catches the eye of the visitor. Such as at
in Frankfurt, we worked with different lighting settings in order to offer the visitors Ophelis at the last Orgatec in Cologne! To properly stage the large hanging mobile
a short break from the usual hustle and bustle of the fair. Here we deliberately de- above the stand, in addition to general lighting to illuminate the whole construction,
cided in favour of reduced light so that those who lingered at the stand were put hidden stage floodlights were also used to accent the products below. The challenge
into a kind of resting state. Darker rooms with dimmed light generally have a cal- was to illuminate the different levels. Because, after all, the hanging mobile inevita-
ming effect. Fire as well makes people calm down. That was why, consistent with bly cast shadows. But this as well was solved in the end. From a distance, the stand
the “Ambient Light” film, the walls in show presentation room were abraded and was quite an eye-catcher. The perfect illumination of the stand and the striking co-
dynamically illuminated in shades of orange. Due to the wipe technique on the wall loured circles were well visible already from afar and thus aroused the interest of
surface, it looked as if flames were flickering on the walls. We thus took up the the visitors and attracted them. Staging light is a question of ability and confidence.
theme of the film in which the manufacture of glass was shown. In this way, the light If the client has confidence in us, quite marvellously designed stands are the result.

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