EXPAND TO A NEW LEVEL by Hafelinger+Wagner Design for Munksjo Paper

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Industry Shows, Events & Festivals
Media Design & Branding
Market Germany
Agency Hafelinger+Wagner Design
Creative Director Frank Wagner
Art Director Alexander Clos
Designer Veronika Kinczli, Joakim Kral
Producer Armin Schreiter
Released May 2011

Credits & Description

Category: Exhibitions & Live Events
Product/Service: TRADE FAIR
Creative Director: Frank Wagner (haefelinger + wagner design)
Art Director: Alexander Clos (haefelinger + wagner design)
Designer: Joakim Kral (haefelinger + wagner design)
Designer: Veronika Kinczli (haefelinger + wagner design)
Producer: Armin Schreiter (Designproductions)
Media placement: Temporary exhibition - interzum 2011 - 25.05.2011

Describe the brief from the client
The full potential of one of the leading manufacturers of décor paper on the world market unfolds in the implementation of the successful Munksjö growth strategy: with premium service, a full range of products and an R&D centre focused on customer requirements.
The goal of the appearance at Interzum 2011 is to make paper tangible as an innovative material in the brand’s architecture.

Describe the challenges and key objectives
Unfolding in a new dimension: the motif of the new ‘Made by Munksjö’ logo is the folded-in corner on the right upper edge of the sheet. A sheet that is folded with this constructive principle, in a reverse rhythm, develops into a space. In the regularity of the golden cut, the large folding opens up a self-emerging dynamic sculpture.

Describe how you arrived at the final design
Unfolding: the brand’s logo ‘Made by Munksjö’ is a folded triangle, folded in the opposite rhythm to triangularly stretch out across the room. This paper web unfolds itself from the right side edge of the exhibition stand into an open lounge area.

Give some indication of how successful the outcome was in the market
Great impact and very happy customers showed us the proof of concept ‘expand yourself into the next level’.