Exhibition stand for MAGMA at the GIFA 2019: Where past and future meet

Holtmann was tasked with designing and implementing a new exhibition stand design for the GIFA 2019.

The design playfully bridges a gap between past and future as well as tradition and modernism. It is an ideal representation of our client Magma, who offers software solutions for a traditional industry: foundry. The architecture is a homey mix of natural materials and warmth in a modern ambience hinting at the innovative solutions offered by the company. Wooden slats around the stand as well as the green wall equipped with Mediterranean herbs improve the room’s climate while geometric forms and the matte black of the walls represented modernity and the spirit of innovation of the software company.

The contrasts between traditional and modern are also visible in the media technology used that offers both analog and digital means of presentation. The Magma Forum is the pulsing center of the exhibition stand where talks and information meet. Additionally, a stage was created with seats on the opposing side where performances of holograms, human actors and avatars were held.