“Knauf Arena,” was one of the largest temporary exhibitions of its kind. Consisting of a 10,000 m² area, “Knauf Arena” was designed with a “built-up in 5-6 days, taken down in a day” concept in mind. By re-creating the interior space of the Exhibition Hall at the CNR Exposition Center in Istanbul, Turkey, “Knauf Arena” became a platform with which Knauf, a world leader in construction materials, showcased their 1200 products by re-structuring them into 7 main categorical systems.

The design of the "arena" follows the new 7 categorical divisions of the company products by creating 7 color coded display stages topped with floating cone-like structures. These structures encircle a multi-functional event plaza creating a 360 degree unobstructed view of the entire exhibition space. These autonomous stage-structures are connected through a continuous elevated promenade. The cone-like structures were formed through a design matrix in which they were separated based on category, function, and distortion. The cones are comprised of 3 layers of stretched PVC membrane. The interior white layer is used as a display showcase, while the middle black layer prevents the passage of the RGB LED lights to the interior. The exterior membrane is lit up with the RGB LED lights, signaling the 7 system categories of Knauf products.

Encircling the "arena" space is the 255 meter long product wall, displaying images of all 1200 products. Along with this, the actual products were also put on display by means of a "product field," filling the spaces in between the product wall and the 7 platforms. In addition, there are 24 performance and demonstration rooms that frame the entire exhibition space.

With the colorful cone-like structures suspended in mid-air and the “product wall” hanging 3.5 meters off the ground the visitor’s visual field is never obstructed, supporting the ‘360 degree line of sight concept’ allowing the visitor to enjoy the exhibition from every angle and in its entirety.