Trade Fair

MFI at Expo Real 2013

Projektpilot implements the new concept for the long-time patron MFI at the Expo Real 2013 in Munich. The expert for real estate management presents itself at the international trade fair for real estate and investments on an area of 185 sqm with a multi-sensorial fair design, which puts the focus on the tangibility of the MFI novelties for shopping malls.

MFI’s stand architecture is spatially divided into two areas: the ground level is reserved for the presentation of product novelties by means of architecture models, the upper floor is conceived as a space for talks with customers – with an allegory to an elevated pergola. The open stand concept welcomes the visitors with two white organically shaped sculptures that serve as a presentation area for the models of the MFI shopping mall concepts in the stand’s front. In the stand’s back, visitors experience a multi-sensorial interplay of real plants, leather surfaces and interactive wooden elements on the walls:  With regard to design, these MFI product novelties for interior facades of shopping malls serve as the basis for the arrangement’s concept and are simultaneously made visually and haptically tangible. The facade elements are combined with a fragrance concept, which is likewise newly presented for shopping malls. This fragrance concept, which is meant to increase the quality of customers’ stay in the malls, is made experienceable. On top of that, four posts with integrated screens delimit the fair stand and present a new customer tracking system conceived for sales areas.

After a few steps, visitors reach the fair stand’s upper floor. Surrounded by the naturally greened walls of the MFI facade concept, they experience the sensation of being in a pergola. The communication area with its comfortable and exclusive atmosphere provides space for intensive talks.

Customer: MFI Management fĂĽr Immobilien GmbH
Location: Expo Real MĂĽnchen
Size: 185sqm
Partner: D’art Design Gruppe GmbH

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