Corporate Ham.

Submitted by Ralph Schollähn on Sat, 08/09/2014 - 10:41

Eine sonnige Zugfahrt von Stuttgart nach Frankfurt mehr strebe ich der Kasse zu, da hält mich ein Mann auf, Freikarte gefällig? Gerne sehr, dass fängt ja gut an, schöner Start heute: Meine erste Light&Building, ich habe gerade Zeit zur Orientierung. Mal sehen, wie sich die Messe zeigt, wenn mal keine Autos ausgestellt werden.

Das Standdesign macht generell einen wirklich guten Eindruck. Fast alles was ich sehe, ist im Design und Finish zeitgemäß, hier machen die Designer und Messebauer einen guten Job. Was die Auftritte unterscheidet, ist das eigene Interesse an der visuellen Kommunikation, ist der sogenannte „One Look“, der heute für Branding so entscheiden ist. Und da gibt es ein paar schöne Beispiele:

Philips (www.lighting.philips.de) begrüßt in der Festhalle und es ist für mich interessant, das hier auch mal ganz ohne Mercedes zu sehen( - bin halt doch sehr IAA geprägt). Kommt sehr Langweilig „big“ daher, fast schon vergleichbar. Die dazugehörige Mirco-Site liefert leider auch keine Erklärung. Aber ich kann Leuchten anschauen und dabei auch ein paar ganz schöne Exemplare, dass hätte ich von Philips auch nicht anders erwartet. Einen anderen Stand schon.

Dannach kommt sofort OSRAM (www.osram.de ) mit Hostessen im Stewardessen- Stil, leider ganz ohne Humor. Wenn schon solch eine hübsche Aufmachung, dann bitteschön auch in die Kamera, liebe Kolleginnen, dafür ist es doch gemacht! Der Stand macht sehr auf Systembau: Sechs differenzierte „Living Spheres“ zeigen die Bereiche Arbeit, Zuhause, Mobilität, Bildung, Freizeit & öffentlicher Raum. Leider schaut alles gleich aus.

ZUMTOBEL (www.youtube.com/watch?v=xvwOevDGgIU#t=13) ist angenehm zurückhaltend und ganz liebevoll im Detail gestaltet. Etwas verdruxt von der Wegeführung her, dafür aber mit eingebauten Überraschungen. Die Standidee erinnert mich etwas an Audi, vielleicht sind ja die gleichen Designer im Hintergrund am Werk? Und es ist seeeehr voll, auch wie bei Audi. Schwarze Messestände sind wohl in Mode, mir wird das auf meinem Rundgang heute noch öfter begegenen. Ist vielleicht auch verständlich bei einer Light&Building.

Auch Erco (www.erco.com/projects/focus/events/light-building-2014-5922/de/)
hat sich Design- und Kommunikationsentsprechend im Jahr 2014 eingeordnet, eine überdimensionale „Post it Wall“ zeigt neben der obligatorischen Twitter-Möglichkeit leichte Old School Tendenzen und das bemühte Dialoginteresse der Firma. Die Designsprache leidet darunter und auf mich wirkt das doch sehr bemüht. An anderer Stelle des Standes wird regelrecht ein Tanz ums Goldene Kalb inszeniert, wo ist da die Souveränität der Vergangenheit geblieben. Oder ist der Wettbewerb so groß? Jeder behauptet hier, dass er das beste Licht macht. Nun ja, der Kaffee ist wirklich Weltklasse.

Und es gibt überall etwas zu essen, was ja auf Automessen auch bei Pressetagen schon lange nicht mehr normal ist. Überall, wirklich auf jedem zweiten Stand wird Schinken vom toten Schwein geschnitten, wahrscheinlich ist ein Corporate Caterer für alle im Hintergrund, so scheint es zumindestens – und einem geschenkten Schwein schaut man nicht ins Maul. Corporate Ham.

Einige Aussteller setzen auf gestaltete Palettenmöbel, manche machen das ganz wunderbar. Mein Lieblingsstand bis hierhin ist Wever & Ducre (www.wever-ducre.com/en/Home) aus Belgien: Eine in grau lasierte Welt aus vielen, vielen Paletten mit einer Art Brooklyn Graffiti Wall im Mittelpunkt und House Music begrüßt die Standeroberer. Und Frizz Cola zum Selberöffnen. Mein Freund Andi würde Stylish dazu sagen. Mir gefällt es auch gut. Branding at its best. Selbst die Pappbecher machen mit. Toll.

Der zweite interessante Stand kommt bald danach: MODULAR Lighting Instruments. (www.modular-lighting.ch) Als ob sich die Firma von der Bread&Butter Messe hierhin verirrt hat. Der Eingang begrüßt wie eine Show von Vivienne Westwood, Leuchten ( und Licht?) sieht man dafür nicht so gut. Dafür trotzt ein Mehrender von der Wand. Provokation pur. Ist ja auch das Credo des Unternehmens.

Wie schon angemerkt, die Stände wirken insgesamt alle merkwürdig aufgeräumt. Das Interiordesign und die Kommunikation spielen genauso wichtige Rollen wie die Produktdarstellung, manchmal scheint es sogar als ob die Leuchten sich dahinter verstecken. Ist denn heute alles nur noch Show?

Dann kommt es künstlerisch. Bei www.reggiani.net/de hat man gerade umgebrandet. Der neu gezeichnete Schriftzug schaut immer noch sehr klassisch aus und passt irgendwie nicht so recht zum ergänzenden Kommunikationsdesign. Was toll ist, ist die Standinszenierung. Einfach alles, was man sieht, wurde von einem englischen Künstler in Pappe nachgebaut (...Googeln hat nix gebracht, ich finde ihn nicht...), nur die Leuchten nicht. Wo waren die denn nochmal? Ich bin wahrscheinlich einfach nicht Zielpublikum.

Dann noch die Überraschung. www.one-lux.co.uk zeigt klein und fein wie Branding heute funktioniert. Farbe, Farbe, Farbe und eine zeichenhafte Architektur die Otl Eicher gefreut hätte. Hier wäre auch ich gerne OEM und würde Licht Komponeneten erwerben!

Und dann Richtung Ausgang kurz vor der S-Bahn noch ein Artist: Guido Zimmermann (zimmermann-illustration.com) sketcht live sehr eindrucksvoll die Wände der Firma SEOUL voll, sehr athmosphärisch und charmant, die SAMSUNGS nebenan sterben in einer dunkelblauen Plexi-Welt.

Und weiter wird gerudert, der zwei-Stunden Hellobrand. Rundgang ist schon um. Merci sehr und bis zum nächsten Mal.

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