Art meets precision
For the ZEISS trade fair booth at Opticon in Munich, an artistic installation in the style of tape art was created, focusing on technology, precision, and visual perception. At the heart of the design was a large-format artwork behind the reception area, capturing the company's scope of work.
The motif symbolized two perspectives. On the one hand, the technical devices with which ZEISS precisely measures visual acuity and quality of vision; on the other hand, the person who ultimately receives a suitable vision aid through this technology. The stylized eye area, surrounded by fine technical lines, thus became the emblem for the entire process from measurement to the individual solution.
The design was deliberately clean and minimalist, consistently adhering to the company's color palette. This understated, precise style reflected the character of the medical devices that ZEISS wanted to present.
A comprehensive concept for the exhibition stand
The design was developed as a consistent system for the entire booth. Technical-looking lines in the style of tape art ran like a common thread through the space, connecting the individual stations.
At the same time, these lines served as a wayfinding system. They guided visitors intuitively through the various areas of the stand, thus combining visual design with practical spatial orientation.
The lines were complemented by reduced circular segments as targeted highlights for the individual devices. These graphically emphasized the presented products through technical elements in a minimalist, geometric design language.
Technology meets perception
The combination of spatial design, graphic presentation, and technical aesthetics created a modern brand presence with an artistic character. Individual stations were thus transformed into a cohesive space that made the precision of the ZEISS brand visible and tangible.
The result was a visual identity for the exhibition stand that combined technology, precision and the people behind it in a common visual language.
Project information
customer
ZEISS
project
Seeing Beyond
style
Tape Art
format
Artistic staging for a trade fair stand
Areas of responsibility
Concept, art direction, project management, artistic implementation
Artistic participation in the implementation
Lamia Michna, Claas Selck
Photo credits
Lamia Michna
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