Electrical Engineering
Unified as One Solution
ABB is a global technology company that delivers solutions for electrification, automation, motion and robotics across a wide range of industrial sectors. For this stand, the focus was specifically on ABB’s electrical installation products. The brief required us to present key sectors such as residential, commercial, infrastructure and industry as clearly defined areas, while bringing them together under one roof with a unified and coherent look and feel.
Incorporated in a design
The stand location came with several large structural pillars in the exhibition hall. Instead of seeing them as an obstacle, we embraced them and integrated them into the design. With Frank Lloyd Wright in mind and the playful architecture he employed for the Johnson Wax Headquarters, we decided to ‘borrow’ the building’s pillars and wrap them around the existing hall structures.
The eye‑catching pillars created a refreshing and slightly unexpected mood, an extraordinary solution that still stayed fully within ABB’s house‑style guidelines.
