ISPO 2011 – Munich 09.02.11

Day trip to Munich for the annual international wintersports trade fair. The future trends and innovations hall from last year’s event here has influenced a lot of brands this year. Particularly Helly Hansen’s inflatable solution, with clear window sections to display product. Many other exhibitors followed a similar white architectural aesthetic. But generally much more creative stand designs and use of materials. Last year, displays were often corporate and conservative, using neutral colours – lots of pine. This year saw much more colour and bolder graphic statements. Bigger stands and more money spent, certainly by the top ski brands. On the other hand, this year there was no ISPO curated innovations hall to speak of – the hall that influenced many of this years stands. The image above is an example of ski manufacturing machines with reduced environmental impact – trade stand and machines branded green.


The Phenix stand is a good example of the influence of the “Vision is Now” Design Innovations Hall from last year’s ISPO. it uses a series of white architectural pods incorporating light boxes and video screens.

Helly Hansen

Again, Helly Hansen has been influenced by last year’s event. Last year’s boxy design with large format imagery was replaced with organic inflatable walls with built in windows for product mannequins. The stand was also used as a backdrop for video projections.

Design & Materials

This year many brands have revised their stand designs with less generic solutions incorporating many systems found on the high street to create a less “corporate” more “retail” environment. For example, Lafuma’s stand (above) uses giant graphic lamp shades to create down-lit zones and good long distance visibility. Falke (below) built an irregular maze like structure to display product with high quality lighting to create a quality boutique feel. Similarly Houdini (bottom) created a vertical stand taking advantage of available ceiling height to display their range in a style used by high street brands like Benetton.


Invicta used a bold large format back-lit graphic to create a beacon for their stand with reflective display equipment and flooring materials.


Similar to Invicta, Berghaus used a series of large format back-lit images, on a glossy substrate, wrapped around the upper section of their curved stand walls. It creates the impression of a flagship store window display.


Marker built a stand of painted wooden slats in primary colours.


In addition to the trends outlined above, the board/skate/surf visual culture continues. Highly graphic youth oriented products including a series of vice themed boards by Forum. Another brand turned their space into a closed peep show with bouncers on the door, over 18’s only. K2 turned their stand into a kitch record store. Not the most sophisticated idea but it was done to an impressive level of detail – neon lighting, hundreds of vintage records on racks and hanging from the ceiling, turntables and painted mannequins. Very popular stand – lots of photographs being taken.


Similar to K2, Head flyposted their stand in photocopied graphics and produced a newspaper displayed and stored in a central unit built of wooden palettes. An anti-corporate DIY aesthtic.