Goldwell – The partner for hairdressers for more than 50 years. Hans Erich Dotter developed the first Goldwell product: Goldwell Ideal. In doing so, he followed his vision of building a company that focused exclusively on the hairdressing industry.

From analogue and digital elements, we developed a modular stand concept that spatially structures different areas and reunites them via the leitmotif color. Initially, we divided the stand into Education, a show stage for workshops and live product presentations of both brands and brand world. Ten modular product displays that present Goldwell and KMS as standalone brands.

In homage to the morphing @Pure pigments color spectrum, a digital color wave ran along the ceiling over the entire stand length, which reconnected both areas and resulted in an oversized LED wall over the show stage. Led wall and color wave could be used to play out image trailers, clips or product videos, or immerse the stand in color worlds to underscore the overall visual image.

We made a further subdivision in the area of the brand world: Along both sides of the stand, the products of Goldwell and KMS were staged on five product displays each, whose fan-shaped arrangement led the view towards the stage. The combination of the brands was achieved via a central LED illuminated counter a colour highlight in constant change and interactive rotation and the focal point of the entire area.


Werner-von-Siemens St. 2
Building 1/5th floor
DE-64319 Pfungstadt

Phone: + 49 6157 1585280
Fax: + 49 6157 1585281
Mail: info(@)

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