BAU, Munich

Altro

BAU is the bi-annual leading trade show for architecture, materials and systems. It sets standards and is the industry's most important gathering. Identity have a presence at the show each time, designing and building stands for a number of clients.

Altro, BAU Munich

The Client

Altro, a long-standing Identity client, has attended the show for many years. In 2016, Altro acquired Debolon and wanted a stand built to mark this momentous step in the Altro history. Altro is a UK based manufacturing company, selling premium flooring and hygienic walling systems, for the construction and transport markets globally. They are family owned and run since 1919. Debolon is a German based manufacturing company selling premium vinyl flooring globally to the construction market. They are family owned and were founded in 1929. With their company values and history closely aligned, the acquisition was a natural step in the Altro journey, providing an enhanced customer experience for both companies.

Altro, BAU Munich

The Requirements

At all major tradeshows, there is always a battle for stand space and 2017 was no exception. Altro’s floor space was sandwiched between major competitors. The marketing team at Altro, asked Identity to create a stand design that would a) mark the acquisition of Debolon and b) ensure that they weren’t lost in the crowd. So what are your options when stand space is limited and you only have 52 square metres to play with? Go higher! Identity’s creative team produced a striking stand design with a double-deck structure.

Altro, BAU Munich

New Launch

The stand at BAU 2017, was designed to launch the new Altro Debolon brand to mainly the German construction market, with an additional 30% of customers from outside of Germany. The Altro Debolon Marketing Team requested a design which clearly communicated the company’s vision and commitment to innovation. They asked that the design incorporated ‘form follows function’ through Bauhaus. (Bauhaus, which is in fact a building as well as an approach to design, was founded by Walter Gropius in Weimar, Germany.)

By basing the stand design on Bauhaus, gave the staff a talking point at the exhibition and demonstrated how seriously Altro take their design. To support this, quotes from Gropius were displayed as part of the stand graphics.

The ground floor of the stand provided a showroom for products featuring Altro’s biggest selling product, 'Whiterock'. This area included a lectern with a hostess so that pre-booked visitors could be welcomed and introduced to one of the team, or new visitors could be registered and the nature of their enquiry understood. The unique stand design included a feature wall, which comprised of discreet, hidden cupboards on the back and side wall downstairs to houses samples. The stand featured a range of different materials with Altro & Debolon product displayed on walls and floors (digiclad, whiterock, Debolon and Altro flooring).

Altro, BAU Munich

Stand Features

The first floor of the stand featured The Whiterock Café. The café provided a high-end hospitality area, complete with breakout areas for entertainment. A servery was fully stocked with fruit, pastries and included a bilingual barista.

The stand also included a touchscreen table, showing a digital version of the Altro brochure in ten different languages. This approach to a company brochure removes the requirement for boxes and boxes of literature, on a stand when space is already at a premium.

In addition to the touchscreen table, a separate touchscreen demonstrated the Altro Visualizer – this industry-leading software allows visitors to select a setting such as a hospital or care home and allows you to change the colour and products.

Altro, BAU Munich

Identity & Altro

Identity’s roll in this project was to deliver the stand from start to finish, in consultation with the Altro Debolon Marketing Team. Identity’s experienced team designed, project managed, transported and built the stand, including the overseeing of all structural design and calculations.

Altro, BAU Munich

Footfall Increase

BAU 2017 was the first major event for the Altro and Debolon, where the new partnership was on show, and the stand didn’t disappoint! The stand enabled almost a 200% increase on footfall from previous years.

Altro, BAU Munich

Client Testimonial

We want to say a massive thank you to you and your team for all of the hard work – we absolutely loved the stand and we are getting some very good feedback from our colleagues including Richard Kahn, Altro’s CEO.”

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