JOOP!Living@Carlswerk
This was the name for the live marketing concept of the premium brand JOOP! for the IMM Cologne (international furniture fair) 2012.
On January 15th, 2012, over 400 invited guests were transferred into two different worlds inside the old deserted 'Kabelhalle 5' of Cologne's 'Carlswerk'. Rough, cold and dark, perfectly staged in a 'Bronx' style, was the new life for the old industrial estate. Sprayer, breakdancers and metal workers were situated in endless shafts and on bridges, behind rusty machinery or mighty steel pillars. This was a welcome which undoubtfully none of the guests expected, a thriller location, entertaining and impressive.
With no less exciting appear, after about an hour the passage from the 'dirty' world to the perfect comfort zone of JOOP!Living was opened. Eight exhibition rooms, skillfully convoluted with an enclosed party area featuring floors and walls in bright shiny white.
The rooms, showing the new JOOP! living room, bedroom and bathroom furniture, were lighted warm and homogenous in a studio design. Window openings to the courtyard always gave the feeling of being in the middle of it all. Finest ambience, well balanced party programme and plenty of room and space for talking and business gave distinction to this very special situation.
contour in cooperation with the event design company Planmachbar, being powerful full service partners, rose to the challenge of comprehensive tasks for this event. This included legal issues of construction details, concepting and creating a change of purpose for the building, the development and redesign of the industrial hulk to transfer it into an event location including all neccessary safety measures, construction of a temporal infrastructure and of course the trussing and rigging gear, lighting design and equipment, sound, power supplying and parts of the logistics. We would like to thank all cooperating crafts for a successful partnership!
