For the appearance of electronic giant Panasonic at IFA 2017 in Berlin, the brand architecture of the Japanese global corporation has continually been further established and developed. For the first time introduced at Panasonic’s retailer trade fair Panasonic Convention 2016 and continued with this year’s premium sales areas, the recognizable frame-architecture runs like a thread through all three IFA fair stand zones “Smart Life”, “Home Appliances” and “Entertainment”.
By means of an offset arrangement of the so-called Lifestyle Showcases – open rooms shaped by frames – always new perspectives and thematic areas are being offered to the visitor at the fair stand. Within the showcases, the respective product categories are emotionally charged and can be experienced first hand. For example, in the form of a cinema with real cinema seats on a classical red carpet. Professional Make-Up demonstrations under the shadow of cherry blossom trees, beard care in a traditional barber shop or photo shootings bring the cutting-edge technologies to life. By translating the showcases onto the wall areas, modules reminiscent of oversized picture frames are formed, in which like in small studios individual stories for selected products are staged.
Due to an active interplay between architecture and activation, a self-confident and varied brand space is created on 3,000 m², which perfectly sets the scene for the many-faceted product portfolio of Panasonic.