Holz-Handwerk, the European Trade Fair for Machine Technology, Equipment and Supplies for the Wood Craft, and one of the most important events in Europe for joiners, carpenters and cabinetmakers, was held in Nuremberg from 21 to 24 March 2018. Some 500 exhibitors showcase their new products and pioneering technologies for timber for building and lifestyle there every two years.
The timber wholesaler Carl Götz, which has 14 branches in Germany, took a new approach this year to attract the attention of timber experts to its selected product range. Carl Götz wanted the focus of attention to be on the aesthetics and exceptional machining proprieties of plywood and composite boards with extremely matt and high-gloss finishes. To achieve this, whiteID Integrated Design was commissioned to design an eye-catching feature for the Carl Götz exhibition stand. The wholesaler wanted to clearly showcase to the trade public in a hands-on manner the benefits of these durable, versatile and ultra-precise machined boards.
In developing the design, it was important for the client that white ID found an impressive design without it being too specific or obvious. The design developed by whiteID was to demonstrate the benefits of the material in an unmistakeable and imaginative manner – leaving the onlooker space to develop his own ideas.
The design approach evolved from the properties of the material. A striking counter was designed to “spotlight” the matt and gloss finishes. It serves as a communication point, material show and display for “Die Neue” (the Carl Götz Innovation Magazine). With minimal shift of perspective, the flat butt-jointed surfaces of the furniture ideally showcase the high-quality and aesthetic finishes of the material and demonstrate the outstanding machining properties of the material.
Pfleiderer PrimeBoard – an example of innovatively finished wood-based panels:
Timber wholesaler Carl Götz with its German subsidiaries: