Presence in Paris
EPS.LUMI-Profiles on the BMW trade fair stand

Instead of with attractive girls and expensive fashions, during the Autosalon, Paris entices the customer with exciting curves on four wheels. From the cute little city-run-around right up to the luxurious state limousine, the automobile beauties show themselves off from their most polished sides. But it is not only the vehicles that draw attention to themselves so skilfully; the respective sales messages must also be technically perfectly delivered.

To this end, BMW commissioned the architect’s office Puchner and Schum from Munich to produce promotionally effective image messages for the new 7 series on a large backlit communications screen. To this end, the project leaders surrounding Nicol Puchner have opted for EPS’s tensioning technology; more precisely, for EPS.LUMI-Profiles. As a frame structure, with the compatible translucent fabric material, it provides a crease-free large-format advertising surface. “EPS.LUMI-Profiles guarantee us an absolutely clean visual effect with reduced installation costs, even with a large advertising surface. For us, they simply represent the optimal tensioning system; this is also due to the fact that the advertising surfaces can be changed at any time at low cost“, says Nicol Puchner.

Six up to 14 metres x 2.70 metres illumination modules were built and integrated into the BMW trade fair stand by the company Raumtechnik Messebau from Ostfildern. At the same time, the economically priced illumination modules served as “remote communications elements“ of the 2000 qm exhibition stand. The large areas of graphics were already visible to the trade fair visitors from a great distance and thereby determined their first impression of the stand. Arriving on the inside of the exhibition stand, the visitors were able to experience the world premier of the new BMW 7 series and take part in an impressive media production. As far as the design of the trade fair stand is concerned, the contrast between the inside and the outside received special attention.  Two separate structures on the stand ends, which opened towards the stand middle, formed the architectural focal point.  In this, the design vocabulary availed itself of the Corporate Architecture Language of the BMW brand, which invokes the formal tradition of classical modernism.

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