The Art of Cutting - WÜSTHOF at Ambiente 2019
Trade fair stand
WÜSTHOF, one of Germany’s most renowned knifemakers, premiered with its new brand presence at the Ambiente trade fair in Frankfurt. Milla & Partner developed a concept based on the motto "Discover the Moment of Cutting". This design principle is the basis for the entire exhibition stand design. The entire stand symbolizes a perfectly executed cut: four oversized upright blocks connected by oblique cutting edges. Spread throughout the stand, they refer to each other, and a dynamic overall picture emerges. The process of cutting is exaggerated, reflecting the high quality of WÜSTHOF's products.
iF Gold Statement
To live up to its name, a good knife needs to make a clean cut. Wüsthof's trade booth shows precisely that: a perfectly cut cabbage as the graphical translation of the quality of the brand. Bold and brilliant - no digitalization necessary!
Date of Launch
2019
Development Time
up to 12 months
Target Regions
Europe
Target Groups
Consumer / User, Trade / Industry