The reliable factor

Creating an integrated concept to present a company is always a fascinating task. Especially when the client also specialises in top-level spatial projects.

The assignment

F&M Retail is a German-Italian company that plans and implements international retail and interior design projects. Our commission was to develop a new corporate design for them.

The challenge

With the trade fair EuroShop just around the corner, F&M Retail wanted to re-launch its brand with a stand, website, image brochure and corporate stationery.

The idea

After laying the strategic and thematic foundation in two workshops with the client, we introduced the creative principle: a room corner, where wall, ceiling and floor meet seamlessly. In other words, F&M’s core business. The key visual is a symbolic transition of 2D planning to 3D reality, and it is complemented with a real folding ruler.


The abstract room corner is the key visual of the new corporate design. It has a high recognition value and provides creative scope for different areas of application. We introduced a new font and developed a new claim with the client. F&M Retail: The Reliable Factor. For the image brochure and homepage, we developed a fresh, dynamic pictorial and text concept.

Surface diversity by combining materials and perspectives was the foundation of F&M Retail’s architecture at EuroShop. The materials used reference the textures of different content. Concrete, rubber granules, solid wood and the corporate colours create a collage of materials.

The ruler is a space-defining curtain, give-away and an interactive game where visitors fold shapes against the clock. A real crowd-puller! Paying tribute to the Italian parent company and the corporate colour, bright red Bitterinos awaited visitors on the central counter – a welcome refreshment at a busy trade fair.

  • Client: F&M Retail
  • Service: Concept & design of fair stand, website, image brochure and corporate stationery
  • Area: 80 square meters
  • Photos: Annika Feuss