For sporting goods giant REEBOK, KINZO designs a modern, contemporary trade fair presence at Cologne’s FIBO 2013 – the leading international fair for fitness, wellness and health. Inspired by the sleek design of REEBOK trainers, KINZO turns the brand’s trade fair presence into an outsize stylised sports shoe profile. Here, two separate functional areas make up the stand’s basic structure: Split by the central hall aisle, their idiosyncratic design is underscored by strong light/dark contrasts. While the white shopping area boasts an airy exhibition system, threading through space like an actual shoe lace, the opposing anthracite Brand World plays host to an expansive lounge, an event stage and the REEBOK history area. Serving as aesthetic links between these two disparate elements: a warm and atmospheric wooden Aleppo pine floor below and a dynamic, 300-square-metre ceiling frame construction above, referencing the brand’s signature shoeprint. Within this mix of strong statements and sophisticated styles, the trade fair stand sparks an exciting exchange between iconic individuality and transformative team spirit.