RIDI. LIGHT IS LIFE.
Welcome to the City of Lights
HELLO
RIDI
We have known each other for a long time. Since the 1990s, we have been the exhibition construction partner for lighting manufacturer RIDI at major and regional exhibitions. Our long-standing partnership with the southern German market leader is successful and reliable – old love never rusts. In 2023, restructuring measures at RIDI will give our relationship new momentum. We have been invited to pitch for the brand new and forward-looking exhibition appearance at the world's leading exhibition Light + Building 2024.
DO IT
We prevailed over five competitors and convinced RIDI with a exhibition concept that brings the diversity and innovative strength of the Jungingen-based company to life. We combine the requirements for story, design, sustainability, and visitor experience on the exhibition space and beyond. We are delighted with this project, which showcases the advantages of Atelier Türke: RIDI receives the complete package from our project team, comprising exhibition design, exhibition construction, and advertising agency, from the initial draft to the accompanying communication measures, all from a single source.
CATCH ME
Ridi brings the city to life
“Light is life” – where could this RIDI claim be better reflected than in an urban environment? The city represents a vibrant world in which the future is born. It symbolizes RIDI's ability and innovative strength to transform spaces into inspiring environments with light sources.
Light provides orientation, creates a sense of well-being, and serves the purpose of optimally supporting people in their activities. Innovations emerge from the vibrant City of Lights, and solutions are found for the important issues of our time, such as sustainability.
TO THE SURFACE
A stand concept
for all sizes
The layout of the stand area follows the “City of Lights” concept. It is open to visitors on all sides. City districts become different areas of application. Two main streets run through the stand. To the right and left of the streets are T-walls for presenting RIDI luminaires and services. A large illustration indicates the area of application. Visitors are immersed directly in halls and rooms where the coordinated luminaires unfold their radiance. An original product hangs from the narrow ceiling area of the T-wall.
We appeal to architects and lighting designers in particular with minimalist elegance in dark colors. This contrasts with the bright magenta, which attracts attention with the roll containers and the light installation above the stand. The containers are flexible and ready to pick up customers for sales talks. Reach into the drawer and all the latest products are immediately available. There is plenty of seating available for chatting over a cup of coffee or small culinary delights.
REUSE IT
Reusable again and again
At the customer's request, we equip the stand area with maximum flexibility and modularity. The large T-walls stand alone or can be connected to form rooms. The supports are adjustable in size. Our architect has created a variable stand that can be adapted to different stand sizes for future exhibitions.
Reusability allows us to meet an important sustainability requirement. The high-quality subfloor, fabric prints, and wall and ceiling construction system can also be used again and again.
Follow me
Reaching the target audience
RIDI focuses on interaction and exchange. A booklet with a city map is distributed at the information desk. It provides orientation and guides visitors through the stand. Anyone who wants to find out more about the individual areas of the “City of Lights” can use the QR code to access the microsite with further details. Architects and lighting designers are the focus for RIDI. We design and create a brochure for them that appeals to the emotions and provides information about the advantages of RIDI products.
The image video, which is played on a monitor, gives an impression of the size and capabilities of the company. RIDI provides us with film material, which we complete with text and editing according to our storyboard. In addition, we create an animation to experience the luminosity on site.
ANALYZE IT
Making success visible
Exhibitions provide important information. The etracker analysis tool can be used to track whether sales and marketing are achieving their targets. At RIDI, we integrate etracker into the microsite. This enables RIDI to track the user's journey. Which content is attractive, what needs to be optimized — this tool provides insights to better respond to the target group. Above all, it prevents long-term wastage, which puts unnecessary strain on the marketing budget. We take care of the integration of the tool, processing, and provision of the evaluations.
