Walter Lang GmbH

Trade Fair Stand BAU

small space – BIG PICTURE

At BAU 2019, the world's leading trade fair for architecture, materials and systems, the family enterprise Walter Lang expressed its competence as facade designer and inventor with a booth created by Milla & Partner.

Walter Lang GmbH is a wood-glass manufacturer with an international focus, specializing in the practical implementation of innovative product solutions for all builders and architects who are planning something out-of-the-box. Walter Lang sees himself as facade designer and facade inventor – this was clearly reflected in the trade fair stand claim. The company´s special competence and unique selling point: At Walter Lang, ideas are scribbled and drawn by hand. This creating from scratch became the basic conceptual idea of the trade fair stand – the moment of invention in form of a sketch was played as the grand communicative gesture. On the walls of the stand, three panels outlined the process of creation: The drawn profile, its use in the façade, and the finished project.

The surface area of the stand was 30 sqm – depth and dimension was reached through the folded stand architecture. To clearly distinguish it from the surrounding booths, the entire stand was designed solely in black, white and the CI color orange. Together with the consulting zones and a seating area for relaxed conversation, a small trade fair appearance was created with a high quality of sojourn and a grand external communicative effect in the bustle of the BAU.


At the consulting tables, the so-called Lang-Cases came into action: profiles from the product catalogue were projected onto a plan block. In dialogue with the trade fair visitors, consultants could scribble client wishes directly into the projection on the paper. This enabled a live demonstration of how existing profiles can be customized or further developed for each project. The hand-drawn sketches were then stamped, rolled and packaged as a give-away for visitors. This drawing onto the plan block was the perfect extension of the communicative design of the booth in dialogue with the trade fair visitors.

The "Long-Cases" are sustainable and highly mobile: They are designed to fit the whole structure into the Case. They can be used again anywhere – for example at trade fairs or during customer visits. In a few minutes, the Long-Case is ready for action and can be the decisive factor in customer acquisition.

„Walter Lang is about creativity, about individuality, about special individual solutions, and always about a willingness to try and develop something new. With the concept for our trade fair presence, Milla & Partner succeeded in transporting this message very clearly to the booth.”

Volker Lang, Managing Director Walter Lang GmbH
  • Design
  • Stand architecture
  • Idea give-aways and customer communication
  • Programming interaction
  • Editing content interaction
  • Consulting media technology and light
  • Creation of print data
  • Concept and co-development of long-cases

Related Projects