The editors of the renowned book series “Grand Stand” have chosen the ISPO 2017 booth of BIRKENSTOCK as one of 111 particular inspirational projects that are presented in the latest edition. Every two years readers of this trend guide are piloted through the most exceptional and pathbreaking showcases around the globe in the realm of stand design for trade fairs and events. In this context, BIRKENSTOCK serves as one of the most striking examples for storytelling at its best: Its vintage gym-inspired booth marked the debut at the International Sports Exhibition, ISPO, held in Munich and formed the basis to establish the heritage brand in the fields of sports. It is highlighted in the category “Point Out. Building narratives through spatial design”. Grand Stand No. 6, the new edition of the standard reference is published by Frame Publishers and available in bookstores.
BIRKENSTOCK had invented the contoured insole that revolutionized footwear forever almost 90 years ago. Nonetheless, the famed German shoemaker was taking new strides into the sports market when it debuted at ISPO 2017. On this occasion the trade fair booth transported ISPO visitors to an arena iconic of BIRKENSTOCK’s timeless past to generate brand awareness among these target groups while remaining committed to the company’s high standards for production and materials.
The front of the rectangular exhibition space was styled after a vintage gymnasium, which was furnished with a paraphernalia of equipment from an old athletic facility in Belgium, including lockers, a bench and a vaulting horse. This area featured integrated stations that assisted the visitor in finding the perfect BIRKENSTOCK for themselves. More importantly, the setting helped create a natural environment for the BIRKENSTOCK shoes, ideal for the sports world.
Like a BIRKENSTOCK shoe, every part of the booth was made from authentic and reliable materials – hardwood floor, wire mesh fence, and concrete covered walls. Behind the gym, a fitting room provided direct product experience, accompanied by services and activities such as foot massages. Shelves lining both sides of a meeting area showcased the entire product range and were flanked by LED screens and a bar.
Grand Stand 6 is divided into five chapters, each of which tackles a different trend in the design of stands and temporary spaces. Interviews with the likes of Ben van Berkel, principal of UNStudio, and D’art Design Gruppe’s managing director Guidoe Manczur add context to each chapter. Inside, stands are to be discovered that put the visitor experience centre stage as well as new renditions of the tried-and-tested formula. One can comprehend how designers build strong narratives for brands, products and concepts, use grand architectural gestures to make bold statements, and push products to their limits to demonstrate their full potential.
By embodying a testament to the breadth and variety of the field, Grand Stand 6 makes one thing clear: as digital technologies become increasingly important in temporary spaces, nothing can replace an immersive physical experience.
