Munich’s ‘Bau’
trade fair is one of the world’s leading trade fairs for the construction
industry. Its particular focus is on building materials. For the ‘Bau 2013’, Armstrong
DLW is highlighting its product palette of linoleum and vinyl flooring. The idea
is to pursue the twin goals of presenting its new collections and sensitising a
younger and inherently more experimental target group of architects to the
appeal of these materials. The stand exhibits both the Linea collection, featuring
a wide spectrum of wood grain effects, and the Colorette product line, which is
distinguished by strong, rich colours.
The Armstrong
exhibition stand functions as a communication platform and gives visual
expression to the company’s field of expertise. Every surface is covered by a
complex, geometric pattern consisting of different cuts of Armstrong materials.
A large rear wall, concealing several support rooms, carries a striking,
abstract interplay of colours and shapes that create a sense of depth and
perspective. From this starting point, the spatial graphic spreads out across
the entire floor, covering the reception counter and conference tables. Only an
elongated counter directly in front of the rear wall, which is demarcated as
the principal zone for discussion by a firmament of pendant lights, remains
entirely white. An open communication zone of tables and counters is demarcated
and contained by a folded ceiling element. The latter serves as a
three-dimensional counterpart to the two-dimensional structure of the spatial
graphic. A polygonal podium encloses a calmer communication zone within the
stand. Here different materials are presented on the steps and retractable side
wall elements. An unconventional note is added by the fact that visitors are
invited to take a seat on the steps themselves, creating a concentrated yet
relaxed room for discussion.
The Armstrong
exhibition stand makes a strong and striking visual impact that can be
transported well. Using an installation that encompasses the space in a collage
of materials, Armstrong recommends the construction material linoleum for use
in contemporary, cutting-edge interior design.
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