Trade Fair Stand Ambiente

The Art of Cutting

WÜSTHOF, premium manufacturer of knives, premiered with its new brand presence at Ambiente in Frankfurt, the most important international trade fair for consumer goods. Milla & Partner developed a concept which focused on the cut in the sense of "Discover the Moment of Cutting". This design principle was the basis for the entire exhibition stand design.

„The new trade fair stand is an important step for us on the way to repositioning WÜSTHOF. It´s an exciting manifestation of the direction we are headed in.”

Markus Kepka, Chief Operating Officer

At WÜSTHOF, all signs are pointing towards transformation. The Solinger company, specialist for forged knives, is working on a future-oriented strategy and focusing on the premium segment and international growth. This development is reflected in a re-start at all levels and was initially presented to the public at the Ambiente trade fair. The focus lay on cutting, storing, sharpening and maintaining knives – Milla & Partner shaped this into the central theme of the exhibition design.

The sliced space

The stand with a total of 180 sqm is the symbol for a perfectly executed cut: Four oversized upright blocks are connected by oblique cutting edges. Spread throughout the stand, they refer to each other– a dynamic overall picture emerges. Inside the stand, a whole new view opens up for visitors: Aesthetic macro shots of a freshly cut red cabbage stage the suspenseful relationship between knife, sharpness and cut. Down to the smallest detail, these scientific photographs depict the leaves of red cabbage on the 5 m high blocks. The process of cutting is exaggerated, reflecting the high quality of WÜSTHOF's products.

WÜSTHOF: an experience for all senses

All communication measures on the stand focus on the motto "Experience WÜSTHOF anew – with all your senses." The classical senses are addressed in a variety of ways and turn the visit to the booth into a multisensory experience: From visually strong motifs to the smelling and tasting of freshly baked red cabbage bread, from red cabbage that has just been sliced to the haptic experience of the new knife series in the visitors own hands. The knives are presented on the cubatures by magnets without safeguards and can be taken down at any time and tested by the trade visitors.

  • Concept, design and execution planning
  • Stand architecture, 3D rendering, visualization
  • Concept food photography
  • Graphic concept

Related Projects