Create ‘a unique showcase for British excellence in commercial and industrial innovation, technology and design’ was the Department of Trade and Industry’s brief to Firbank Kempster and its graphics subsidiary ICP. No mean feat, especially because the venue, a newly built 1600m2 stand at the world’s largest industrial fair, brought its own pressures.
The DTI is injecting some 800 000 into the stand, which will be one of the major attractions at the 1997 Hanover Industry Fair, hosted by the UK in partnership with Germany. The design of the stand incorporates thematic treatment for the six areas of industry to be presented – engineering, design, technology, science, the arts and services.
The design concept is based on a 30m-diameter cylinder which will be elevated 10 metres above the ground and strongly down-lit to create the impression of a floating structure. Separate environments will be created within the exhibition hall for the various industry sectors.
ICP’s identity for the stand had to incorporate the Union Jack and sum up the partner status of the event. ‘The logo design is an amalgamation of the first Hanover Fair logo used in 1947, representing Hermes, messenger of the Gods, and a stylised Union Jack,’ says ICP’s project designer Christian Nelson. The logo will be projected through tinted glass and perforated metal sheeting on the exterior of the pavilion to form a dramatic backdrop, adds Nelson.
Free design support will be given to exhibitors and the DTI expects more than 100 companies to exhibit. The fair takes place in Hanover from 14-19 April 1997.