Federal Ministry of Food and Agriculture (BMEL)A Feast for the Eyes
Eye-catching and delicious: this was how IN FORM, Germany’s national initiative to promote healthy diets and physical activity will present itself at trade and consumer fairs throughout Germany.
The BriefTo develop a flexible trade fair concept for In Form, Germany’s national initiative to promote healthy diets and physical activity. Alternating partner organisations should be able to present themselves in an attractive environment where trade fair visitors can obtain advice and information. An activity area and stand for spectators are optional extras.
The IdeaGigantic items of food made of fabric are assembled in an architecture that references sports facilities to create a surreal environment.
The RealityThe backoffice in milk cartons, partner counters made of fruit, vegetables, bread and sausage, the activity area with an oversized tower of cheese, and above it all a freshly peeled apple and the initiative’s logo.
If required, another packaging tray can be added to the spectators’ stand.
This set is due to go on tour by 2016; an initial test was carried out at the Sennova in Hamburg, the full set was carried out at the Didacta Cologne.