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®Experitse with creative systemsExpertise with creative systemsEX
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OrientationOrientation
modem · Ludwigsburg
DecisionDecision
PlanningPlanning
PresentationPresentation
SystemsSystemsLife shows us just what systems can do. Whether we
have to find our way through a road junction, looking
for information on which to base our decisions, how
the spider weaves its web with an amazing precision
it needs for survival, or the way we phrase our
comments in order to insure their impact: systems
provide efficiency and effectiveness. They set standards
where they are helpful and save time which we then
can devote to individual problems. It was to these
ends that, more than 30 years ago, OCTANORM
started to specialize in the creation of intelligent sy-
stems intended to give exhibition constructors,
planners, agencies and architects, shopfitters and interior
designers the scope necessary for their work. The
eight key concepts underlying these developments:
illusion, function, structure, material, speed, proportion,
aesthetics and light – are discussed in this brochure.
They are the main concerns of our partners and
customers. Do you share their interests?
Illusion
[ILLUSION. delusion, new and wrong interpretation of sense impressions
on account of expectations, desires and emotions]
The perfect illusion. The
magic of virtual reality.
Our lives are an illusion:
people imagine that they
are living in their own,
personal reality which
in the end is no more
than subjective
wishful thinking – in this
age of the multimedia
communication more so
than ever. We respond to
illusions as they create a world
of fantasy and adventure which
provide emotional escapes from
the routine of our daily lives.
OCTANORM systems are the foundation of
your individual worlds of illusion – in exhibitions,
at events, in shops, stores and showrooms – for
enhancing any object. Whatever shape, colour or
finish you require and whatever ambience you
wish to create – OCTANORM systems will help turn
your ideas into reality.
Professor Holste, do trade fairs rely too much
on the creation of illusions?
Holste: I don’t think the term »illusions« is the
right choice of words here. We don’t create dre-
am worlds, magic or tricks. However, it is true
that exhibitions and special events rely increa-
singly on the creation of illusions. We create our
own experience worlds using all the means at our
disposal. .
OCTANORM: Do visitors expect illusion?
Holste: I’d express it differently. I’d say that the
audience expects, even demands, drama. All
aspects of a presentation need to work well
together to create an overarching image, alt-
hough I’ve also observed certain phenomena
such as at the last radio and TV show, where visi-
tors crowded around internationally famous stars.
There was indeed some show business – and il-
lusion – in that.
OCTANORM: How do you define »experience
worlds« at a show?
Holste: A production needs to take essential
factors into account: 1. the so-called instrumental
benefits, i. e., factually oriented information and
2. the so-called emotional benefits, where outside
stimuli and psychological phenomena play a
significant role. Our job is to unite these two
factors in one production.
OCTANORM: What will the exhibition stands of
the future look like?
Holste: The trend is towards total theatre, i. e.,
so-called human architecture. Exhibitors need to
realize that people want, and are demanding to
be, the focus of attention, although it’s someti-
mes a struggle persuading exhibitors of this fact.
Visitors to exhibitions are constantly evolving as a
group. This is the logical result of changing pat-
terns of consumption and intake of visual stimuli
– the latter, of course, strongly affected by the el-
ectronic media. By the way, these media aren’t in
competition with special events, exhibitions, and
fairs. To the contrary: they provide us with in-
spiration for new ideas.
Professor Carl Hoste, 56,
designs exhibition stands,
showrooms and special
events. His studio, which
is located in Hannover,
Germany, also sees to the
logistics of the events and
spaces designed there, up
to and including the
moment the project is
handed over to the client.
His firm counts among its
clients multinational
companies such as Astra
(1,500 square meter booth
at the 1997 radio and TV
show) McCain, Mercedes
Benz and Rutenbeck
(telephone accessories).
FunctionIt works! Is there a more
positive experience? Factors
to be considered and puzzles,
experiments and tests – and
finally success! Function is one
of mankind’s most primeval
experiences. It confirms and
spurs us on to new challenges.
However, as always, it is the
result of hard work. The
OCTANORM development
department often experiments
for weeks and months, and
conducts trials with partners
and experts before a product is
ready to go into production. The
customers are the ultimate
judges. Sometimes their needs
and wishes for an optimum
solution can even render a new
product quickly obsolete. But
that is the way we like it to be.
[FUNCTION: special effectiveness
in a larger context]
The OCTANORM principle of
function is to have the least
number of components with
the maximum of possibilities.
Mr. Pionke, how long have you worked in the field of
trade fair exhibition building?
Pionke: I’ve been in the business for ten years now. Previous
to that, as I am a qualified mechanic, I worked a lot with com-
puters. But I didn’t want to work in an office or workshop any
more. I like this »gypsy life«.
OCTANORM: There’s a growing trend towards custom-built
trade fair exhibition stands. Has your work changed because
of this?
Pionke: It certainly has. The work has become more difficult,
time-consuming and strenuous. The architects and stand
designers should spend more time discussing the projects with
those of us who have to build them. But even with the
standardized booth systems, a great deal of individuality can
be achieved. These systems save me a lot of time, which I then
invest in building booths where custom-building is unavoidable.
OCTANORM: Are the systems perfect?
Pionke: They are sophisticated, not perfect. In this respect too,
my appeal to the architects and designers is a valid one: Take
more time to talk to the builders! The better communication
between us, the better the results.
Hans Joachim Pionke (see photo, bottom right) is project
manager at a large German trade fair exhibition builder.
Structure
[STRUCTURE: a branch of mechanics
dealing with the analysis of the
conditions required to keep the for-
ces acting on a body in equilibrium;
the basis for all calculations con-
cerning the construction of buil-
dings]
Mr. Anlauff, which fascinated
you more as a child, the
seesaw or the jungle gym?
Anlauff: I’ll have to admit it was
the jungle gym. Even when I was a
university student, I was more
interested in the art and architectonic side of things.
This conflict was resolved later on. A balanced structure
can definitely lead to economy of means and thereby
make a significant contribution to elegance.
OCTANORM: Do you occasionally still come into
conflict with the design?
Anlauff: The whole subject of balanced structure is far
from unproblematic in the field of exhibition construc-
tion, as designers increasingly create stands that try to
appeal primarily to the eye. And design is going to
become more and more important.
OCTANORM: But the safety regulations are quite strict.
Anlauff: That’s right. At least they are in Germany and
some other European countries, where two different
structural engineers have to carry out an inspection of
each exhibition stand. In other countries, they’re more
relaxed about these things. But Germany is exemplary in
terms of recycling the same system materials again at
other venues.
OCTANORM: How do you satisfy customers’ requests
for booths comprised of increasingly wide spans?
Anlauff: That’s another megatrend – nobody wants to
have supports in their booth any more. Here system
builders have an important responsibility, as without sy-
stem components, spans of over five meters are al-
most impossible to achieve.
Engineer Horst Anlauff ranks internationally
among the leading architects and structural engi-
neers. The 63 year-old Anlauff has developed
reinforced concrete components with a high load
capacity and a wide range of exhibition construc-
tion configurations. He has also been head engi-
neer for the construction of office building for
many well-known corporations.
Dieser Blindtext stellt – mal wieder, wie
langweilig – den späteren echten Text
dar. Er zeigt die typografische Wirkung
des Gestaltungselements
The desire for
the unusual and the
unexpected converts the
modern exhibition stand or event staging into
worlds of experience demanding the highest structural
standards. Whether it is a two-storey stand or a massive presentation wall – the
strength of the individual components and their connections, as well as the delicate
equilibrium between the forces involved, are all intended to provide the highest safety
standards; and in spite of all this, the components must be capable of being assembled
and dismantled in the shortest possible time. The key to this is »system«.
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