Berlin | FRUIT LOGISTICA | 79 sqm
Requirement: Mighty vessels packed to the rafters with containers and displaying the MAERSK logo on the stern have been a common sight at the world’s trading ports since 1904. As it crosses the oceans, the world’s largest shipping company keeps the fruits and foodstuffs on its ships as fresh as a sea breeze. During shore leave at Berlin’s Fruit Logistica trade fair, this is exactly what the company wished to showcase. The trade fair navigators at PREUSS MESSE needed to chart a precise course between form and content as the client dropped anchor.
Solution: Cool freshness + smart containers = MAERSK@Fruit Logistica
Inspired by this formula for success, imitation refrigerated containers were stacked side by side and on top of each other to create an impressive stand architecture. Visitors only noticed that the ‘containers’ were actually aluminium structures with printed fabric coverings if they actually bumped into them – which, of course, hardly ever happened. As the experts talked shop in the cosy niches, blue lighting created a
cool effect. Maritime elements such as mooring bollards, rustic rope and the white and blue corporate colours conjured up a seafaring atmosphere in the recyclable container setting. You could almost hear the calls of the seagulls: MAERSK ahoy!