stringent cubic-linear design

Loewe | IFA 2001 – 2005

To create an adequate architectural frame at fairs for a design-conscious brand like Loewe was a challenge very much appreciated by Braunwagner. The Loewe trade fair stands at IFA 2001, 2003 and 2005 set a benchmark for this industry. Braunwagner developed the POS System "New Loewe", several flagship stores and a modular exhibition concept.

The architectural principle of the Loewe booth at IFA 2005 was a white stage interpreted by a stringent cubic-linear design. The booth design's formal purism allowed for a high autonomy of the product presentation with its strong individual requirements. The basis architecture has been used until 2010 with different communication design features.