EDUARD KRONENBERG // glasstec, Düsseldorf

CONNECTED FRAME

The idea for the appearance of the traditional company Eduard Kronenberg, which manufactures connecting elements for window constructions, was inspired by urban street scenes with generous window fronts. The idea of the window was reduced to the essentials. Different sized frames formed the basic framework for the idea. The classical representation of the window was put into a new context in which the frames shifted and overlapped. Their arrangement and assignment resulted in structure and provided insights, guiding and drawing visitors into the booth in a way that aroused their curiosity.

The choreography of the frames enclosed the area and preserved the inviting openness. Through the arrangement and visual axes, all areas and elements were conceptually and spatially connected.

Inside, natural wood defined the quality of stay. Lamps, furniture and exhibits alluded to traditional manufactures, but created a modern co-working space for communication.

The rear exhibit wall invited visitors to playfully immerse themselves in the product range. What at first glance looked like a graphic unwind dissolved as a spatial product presentation. Icons were the fronts of drawers embedded in the wall, containing products and product information. They could be removed and tried out at a working table.

Above everything sat the imposing brand roof. As a symbolic and spatial meta-level, it stood for the values of Eduard Kronenberg as a reliable partner and framed the frames, symbolic of innovation and modernity. Together, they created a brand identity that turned opposites into partners: traditional and modern - reliable and innovative.