Merrell was founded in the USA in 1981 as a brand for high-quality hiking boots and is now one of the leading manufacturers of robust and innovative outdoor products worldwide.
To strengthen its market position in Europe against established competitors, the company sought a new trade fair booth concept for the highly successful "Outdoor" trade fair in Friedrichshafen on Lake Constance in 2011. In collaboration with the Munich-based stand builder MMD-Livedesign, Laborrotwang won this pitch.
For me personally, this booth is one of the most significant projects from my time at Laborrotwang, as the fundamental design concept with the large polygonal sails originated from me, and I still believe that the execution was very successful. I also created the large-scale graphics for the booth. The product presentation system developed by Carsten Bauer and Pablo Dornhege was so well received by the client that it was later adapted for shops.
A modified version of the booth was also built at ISPO in Munich in January 2012, adjusted to a different floor plan and featuring new large-scale graphics.
