Introduction
Transforming Brand Identity into a Dynamic Experience
Building on a successful multi-year partnership at IFA Berlin, Uniplan further evolved Hama’s spatial brand architecture for this year’s trade show presence.
We designed and constructed the booth to translate Hama’s signature corporate identity and emotional imagery directly into the physical space. Moving away from traditional closed trade fair façades, the stand presented an open, colour-driven design that made the full diversity of Hama’s product portfolio tangible while delivering a refreshing pop of colour that instantly set the booth apart on the show floor.
Challenge
Making Portfolio Diversity Tangible
Highlighting the variety of Hama’s technology range required an architecture that balanced intuitive product presentation with impactful brand storytelling.
The central challenge was to evolve the proven spatial concept from the previous year and translating Hama's brand identity into an approachable physical environment. The structure needed to include distinct product zones for seamless navigation, maintain open sightlines to draw in passing crowds, and accommodate an acoustically optimized space for live product testing within a bustling fairground.
What We Did
Designing Layered Architecture and Immersive Product Zones
Uniplan conceptualised and designed an open, multi-zoned interior anchored by Hama’s vibrant corporate colours and visual worlds.
Building on the previously popular sequence of layered fabric slats, we crafted an architecture of shifting layers in Hama's brand colours that created dynamic sightlines into the booth's interior. Inside, the floor plan was divided into seamlessly connected zones that intuitively organized and showcased our client's broad range of products.
As a key highlight, we designed and engineered a dedicated acoustically optimized sound experience room, which allowed guests to step inside and test individual audio products in an immersive setting that imitated different daily scenarios.
