Publisher's Synopsis
Having a personal experience with something
is a powerful way to awaken an
interest, make an impression, trigger an
emotion, and create a memory. That’s why
companies from around the globe, both
large and small, are investing in spaces
where their brands and products can be
brought to life. Today, these branded worlds
get attention —whether they can be found
in shops, trade show booths, or showrooms.
Given their positive effect and their ability
to set a brand or product apart from the
crowd in today’s brutally competitive marketplace,
no cost or effort is being spared to
create them.
Presenting a broad spectrum of state-ofthe-
art environments, It’s Showtime reveals
the latest developments in the field of spatial
brand communication. On the one
hand, the book features corporate impulse
generators, such as an international automobile
brand that launched its new sport
utility vehicle with a transparent, walk-in
framework of light that offered a multimedia
experience. On the other hand, it introduces
the architects, interior designers, and
scenographers behind such experiences.
They are using colors, light, textiles, and
construction materials to create surprising
spaces in which products can be seen in a
new way and make a lasting impact.
It’s Showtime presents a variety of companies
that are using these techniques to
communicate their brands including camping
outfitters, music labels, athletic shoe
manufacturers, jewelry designers, hightech
corporations, and environmentallyaware
manufacturers. The book focuses not
only on the overall effect of the spaces, but
also on details such as wall hooks, faucets,
and wallpaper patterns, as well as the textures
of surfaces and materials.
In addition, It’s Showtime shows how the
protagonists in this field work. The book
explores what they do at art and fashion
shows or various trade fairs. It demonstrates
how they develop creative concepts for retail
spaces of all kinds, how their 3D projects
make brands more accessible to interested
consumers, and how they are driving crossplatform
communication by shaping how
products are depicted in other media.
It’s Showtime addresses creatives from
many disciplines, including architects and
furniture makers, as well as graphic, interior,
exhibition, and set designers. It is also a
comprehensive international reference book
for anyone involved in the communication of
brands on the corporate or agency side.
