ZALANDO PARTNER DAY
PROJECT 01/2022
Wilhelmshallen – Corporate Brand Activation – Project Management
Attendees:
150
Type:
Brand Activation
3 Warehouse Halls
Area(s):
PROJECT OVERVIEW
Three zones in the Wilhelmshallen Berlin: A central keynote stage with a large-format LED wall in Apple style formed the main focus.
Around it, a lounge with modular scaffolding structures—into which screens and lighting technology were integrated—was arranged, along with a dinner area featuring a kinetic art installation as a technical statement piece. The raw brick walls were accentuated with orange uplighting, creating a contrast to the technical precision of the structures.
The conceptual principle: scaffolding becomes spatial architecture. Instead of separate truss systems and tech rigging, scaffolding structures were used as load-bearing elements, directly integrating LED screens, moving heads, and cable management. The technology merges with the construction—visually clean, structurally efficient.
Every technical decision had to serve multiple purposes: scaffolding as structure, as design element, and as technical carrier. This hybrid solution enabled all three areas to be fully equipped without compromising the visual impact.
SPECIAL FEATURES
Creative budget optimization through unconventional material combinations. Scaffolding elements replaced costly exhibition stand solutions, while the technical integration remained at a custom level. Structural calculations had to account for the loads of LED screens, LED walls, and lighting technology, while simultaneously ensuring the aesthetics didn't resemble a construction site. The solution lay in precise, detailed planning: every pipe, every connection served both a structural and a visual purpose.
