Introduction
A Fresh Take on Colour and Space
For IFA Berlin 2025, HAMA returned with the vision to transform its visual identity into a fully immersive spatial experience.
Uniplan partnered with the brand to bring this idea to life through a concept built on movement, colour, and openness. Inspired by the brand’s signature CI colours, the booth blurred the line between design and product presentation to offer a fresh, inviting take on trade fair architecture.
The Challenge
Reimagining the Familiar
The new booth should reflect HAMA’s vibrant brand character and allow visitors to discover the full product world in a way that felt organic, open, and engaging.
The key challenges included seamlessly integrating multiple zones – from highlights to product areas to hospitality – in one cohesive spatial system and creating a strong visual impact while enabling functional product presentation and hands-on interaction.
What We Did
A Distinct Brand World
We translated HAMA’s CI colours into an open, inviting structure.
A sequence of fabric banners in distinct HAMA brand colours served as the outer boundary of the booth and defined its overall architecture.
The design plays with visibility: from afar, the layers act like a soft curtain, subtly concealing what lies within. But as visitors move closer, the spaces between the banners reveal the interior and invite exploration.
