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pitch hamburg at the itb 2017 - not realized!

an arena for hamburg

The city as stage and actor, the trade fair stand as arena.
This is the core idea behind the concept for Hamburg's presentation at the ITB Berlin 2017. Hamburg's attractiveness, which draws millions of visitors to the city every year, is not only based on what it has to offer, but above all on its diversity and complexity, its vibrancy and sheer wealth of facets.
And this is exactly what the stand aims to show, presenting the city as it is perceived by locals and visitors alike: multi-layered, beautiful, sometimes a little rough and contradictory, but always exciting and rich in new perspectives.

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Stage, Stage House or Arena

We used various working titles during the conception phase, but what they all have in common is the idea of creating and using a central space within the stand.

During the trade visitor days it is a meeting point for discussions and of course good business deals, afterwards it becomes an eventful stage for all those interested in Hamburg as a destination.

The stand is designed to be permeable enough to attract visitors, arouse their curiosity and draw them into the center (the arena). And because all players are grouped around the center and all have direct access to the arena, the quality of the offerings for visitors is so high that a long stay is guaranteed.

Unfortunately, the idea was 'adapted' and implemented by a competitor.

You can see the result here...

Space concept

As wild as Moods is, it was important that the overall stand design meet cost and functionality requirements. As a result, the stand is pragmatic and follows clear organizational principles.

The stand is a system stand. This means that no structural elements need to be specially built. Instead, we rent the relevant components for the duration of the trade show and "dress" them according to the design. A decision made not only for cost reasons, but also for reasons of sustainability, as all system elements are reused.

Level 0 Marketplace

The marketplace is marked at the front by the HI counter with hotel desk.

This is the central point of contact on the stand. It is followed by a counter for the Silver Partners, the Elbphilharmonie area, the Cultural Partners counter with its own reception, and another area for the Silver Partners. The zone is designed to be permeable and oriented towards the arena. The Gold Partners and three booths with a table and four seats as well as space for a "ski" model are grouped under the two flanks of the stage construction. The lounges of the partners AROSA, STAGE and AIRPORT Hamburg are located to the left and right of the bar at the rear of the arena. The Lounge Partners (Platinum) can be found in either the Gold or Silver area. The staircases to Level 1 are located in the 'dead' corners and are each equipped with an access control counter. Between the left staircase and the Arosa Lounge, a corridor with a swinging door leads to the back office and kitchen area.

The large format LED or seamless media wall is located above the bar (with storage/kitchen).

Floor 1

The large ZEIT and AIDA lounges are prominently located on either side of the upper level. There are also two lounges that are currently unoccupied, a divisible seminar room with 20 seats and a bar with storage. The technical room with two seats is also located on the upper floor, as it offers a clear view of the action.