Art Direction: Green Stand

Award-Winning Trade Fair Stand with a Strong Green and Sustainable Concept

This innovative trade fair stand redefined sustainable exhibition design and was honored with winning both the BrandEx Award 2024 and the German Design Award 2024.

Departing from a purely traditional application of corporate identity, the concept introduced a new visual language rooted in nature. Lush greenery, real plants, and natural soundscapes – including birdsong – created an immersive atmosphere that brought the brand to life in a refreshing, organic way. Wooden slats added a sense of transparency and lightness, while natural materials like wood were consciously reused after the event. The plants were reintroduced into natural environments – a clear commitment to circular design.

All visual and spatial elements remained in strict alignment with the brand’s core identity, but were reinterpreted through a green, forward-thinking lens. Despite a smaller stand footprint, the impact was significant: the energy transition was not only communicated, but made visibly and emotionally tangible for every visitor.

Interactive exhibits deepened the brand experience, while regular client meetings and a spirit of strong collaboration led to a truly holistic and award-winning outcome. This project put sustainability front and center – and proved that less space can mean more.

Vaillant Deutschland has several great videos on their YouTube account where you can see the crowded stand in action. Enjoy!

Agency: Schmidhuber Brand Experience GmbH, München, 2022
Client: Vaillant
Image Credits: Photographs by Julia Laatsch, used with kind permission from Schmidhuber Brand Experience GmbH