Black Forest Experience – Euroshop 2020

German Brand Award 2021

The Häfele Black Forst Experience trade fair stand has been honored with the German Brand Award 2021.

In the discipline "Excellence in Brand Strategy and Creation", the project is one of the strongest campaigns, concepts and strategies and was honored as winner in the category "Brand Communication - Brand Events, Fairs and Exhibitions".

Discover and be inspired by the booth

Under the motto Black Forest Experience, Häfele 2020 celebrated its premiere at the EuroShop trade fair in Düsseldorf in cooperation with the German Shopfitting Association (dLv).

On 31 square metres, in reference to the origin of Häfele with its special values, qualities and characteristics, a Black Forest atmosphere was created in the room.

At eight stations interested visitors were able to experience for themselves the seamless interaction of the respective product and service solutions and thus Häfele's 360° store expertise using a transponder card from the Dialock electronic locking system.

Project data and impressions

Stations
Impressions
Booth floor plan
Project participants

Station 1: Entrance
Dialock transponder handover, Black Forest tradition reinterpreted by photographer Sebastian Wehrle.

Station 2: Light beams
Loox LED light lines that attract into the forest.

Station 3: Signet wall
Black Forest Experience signet staged with Loox, Black Forest beverages and Häfele fittings backlit by Loox LED light.

Station 4: Display cabinet
Dialock in the furniture in perfect interaction with Loox and Nimbus light, handles, drawers, glass fittings from a single source.

Station 5: Climbing wall
Wireless Nimbus wall luminaires as climbing hold points with Schwarzwald and Häfele characteristics (tradition, quality, dynamics).

Station 6: Clearing
Loox and Nimbus light with acoustic effect ("light shower" | locker room), sound in furniture activated by Dialock, coat hooks.

Station 7: Wall of fog
Wallpaper door with Dialock wall reader, door fittings, storage furniture (only in the film, not set up in the foyer).

Station 8: Rest area
Consulting table for 360° store competence in customer dialog.

Architecture: blocher partners, Stuttgart
Graphics: blocher partners, Stuttgart + Häfele, Nagold
Equipment + fittings: Häfele, Nagold
Lighting: Häfele Nagold + Nimbus, Stuttgart
Execution: Willi Pfeffer DER SCHREINER GmbH & Co. KG, Eutingen im Gäu / Platzer Kommunikation GmbH, Munich (incl. concept and implementation of the overall dLv trade fair stand)
Photo art: Sebastian Wehrle, Freiamt ("Facing Tradition")