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Better to take a risk and fail than not to try at all. Courageous, confident and undaunted. This is the motto of the skiing article manufacturer Atomic. The company has set itself the goal of creating the best skiing experiences for all skiers. How does it do that? With equipment that takes you to the next level. We too are always on the lookout for new challenges. The best prerequisites to take on the structuring of the range for Atomic, including the design of the trade fair and various sales displays. And the work was worth it: in the end, the symbiosis of product range consulting, display and trade fair design was on the winner’s podium.
What belongs together comes together
People want to be inspired. They want to be shown what is possible. We think of products exclusively in contexts – as in the restructuring of the Atomic range. Rigid product categories were broken down and instead lively themed worlds were created, bringing together products that belong together. These worlds were then transferred to the trade fair design to connect manufacturers, retailers and the POS offline and online in a smooth form. And this, at the world’s largest trade fair for sporting goods and fashion, the ISPO in Munich.
A different kind of mountain hut magic
The desire for hospitality and professional advice – we know this discipline very well. Every year since 2010, we have had the privilege of transforming Atomic’s trade fair stand into a place of comfort and information. The result is an open and transparent architecture, combined with different huts that showcase the range of products in a way that suits the needs. Here, the “race” equipment conveys a different message than that for “freeski” or “tourer”. This sets accents in terms of product message and atmosphere. Warm, friendly and with a touch of playfulness is how the “Women” and “Kids” sections present themselves. The “Race” theme is more technical, where the material speaks for itself. Straightforward. Simply cool.
LPH 1 – 9
GmbH & Co. KG
On digital paths
Atomic has a large online community. The hashtag #WEARESKIING therefore unites the most diverse levels. But not only the company itself shares this attractive content – athletes and amateur athletes also contribute a large part of the worldwide impressions. Our trade fair design integrated this social media strategy, which cleverly generates attention for the brand and forms a successful basis for the further generation of earned, paid and owned media content.
Change of awareness
Bringing the hidden adventure to the trade fair stand. Bringing product design to life. With oversized image formats, we created the access to be able to dive directly into the worlds of the different collections. The action appears up close and personal and the products can be felt on the skin, under the feet and on the head. Product displays from our company integrated into the picture hanging offer access to the digital catalogue as well as the live ski broadcast of the Hahnenkamm race. In combination with analogue structures, a harmonious unit that could be integrated one-to-one into the stationary Atomic shop.
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