“Vision is Now” Design Innovations Hall
Day trip to Munich for the ISPO Wintersports Trade Fair. Perhaps not surprisingly, a lot of environmental communication from brands, and the event itself, with a sustainability/innovation themed hall. Marketing stories have evolved from “how product is made” (ie. new technology and quality of construction) to “how our design knowledge is minimising environmental impact”. In support of this message many brands follow a simplified visual aesthetic implying honesty and reduced waste. Lots of black and white, often combined with a signature material – eg. mirrors, foils, transparent plastics and simple lighting.
Black and white lightboxes displaying energy efficiency and design innovation messages.
Inflated clear plastic modules and a series of white exhibition tents with Bird’s Nest Stadium/ Frank Gehry style wooden constructions poking through the roof. Low-tech communication meets hi-tech product.