Peter Schmidt Group is Germany’s largest branding and design agency, managing a wide variety of clients throughout the world. What few people know is that the agency also employs an entire team of industrial and interior designers active in the field of three-dimensional design and spatial branding. We decided to increase awareness of this area of competence by addressing decision-makers at the intersection of branding expertise, POS and architecture – namely at EuroShop 2017 in Düsseldorf, the world’s largest trade fair for the retail business. What made the task challenging was the fact that the exhibition booth could not exceed 15 square meters and the budget was limited. That meant we had to outdo the competition in a small space and with little money, while at the same time demonstrating our ability to cope with challenging conditions in everyday life.

The central component of our booth was a huge popcorn cannon pointed straight at visitors in the exhibition hall – an eye-catcher that referred to our motto and epitomized the desired multi-sensory experience within the constructed space. The surfaces of the booth were made of maritime pine. Turquoise-and-black stripes with big yellow accents imparted a feeling of circus tents and Memphis style. A little safe haven where people could retreat to chat, watch entertaining project presentations on two synchronised screens, peruse brochures and grab a bag of popcorn, all tied in with the central design theme of the stand and provided opportunities for us to engage visitors in conversation.