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OSRAM Opto Semiconductors, electronica 2008

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OSRAM Opto Semiconductors GmbH presented itself during the electronica 2008 in Munich as one of the leading manufacturers of lighting semiconductors, sensors and visualization components. Designers at Bachmannkern took the conceptual inspiration for the booth’s design realization from the LED technology analysis in the field of sensor systems, especially the technical ability to recognize opposites.

In an architectural context, this meant defining opposite pairs for the realization of the 180 sqm large head booth. A black, six meter high shell enclosed the booth and made the white interior shine even brighter. Openings in the shape of ellipses in the shell granted a glance into (and of course also out of) the booth. Those shapes created an association of light cones appearing on a surface and bursting through it. The light beams spilling out start an interaction with the surroundings and evoke curiosity in passers-by which are attracted by it like the proverbial "moths drawn by the flame".

This impressive facade design lead to another opposite pair – visible/invisible. Hence it created an additional analogy to LED technology, which is mainly distinguished by "visible" and "invisible".

The design principle is continued in the booth’s interior. Bachmannkern concentrated on the OSRAM OS’s two corporate colours, orange and white, to separate communicative and informative zones visually. Orange circles on the floor supported the effect of inside and outside and defined the areas. The exhibits were presented on white pillars within three themed floor circles and a white information counter was placed facing the hall entrance.

The communicative zones were the focal point. A six meter long, orange colored bar was the main feature of the booth. The bar, located parallel to the back wall, was the visual attraction and hospitality area for visitors.
It was surrounded by illuminated recesses where 12 cube seats were inset into a shelving unit. Pulling the cubes out resulted in an interesting and random light display - drawing the visitor into the booth’s light production.
The booth design deliberately did not include enclosed meeting rooms, since the trade-fair’s aim was to purely present the products and not concentrate on sales. Two orange "circled-in" seating islands gave an opportunity for more in-depth conversations. Three additional seating islands invited visitors to relax and cube seats located in the recesses were on-hand if more seating was required. The architects integrated a "green hill" into the booth especially for the presentation of outdoor lights. A tree surrounded by real lawn was the illuminated object.