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Better to take a risk and fail than not try at all. Courageous, confident and fearless. This is the motto of the ski sport article manufacturer Atomic. The company has set itself the goal of creating the best skiing experiences for all skiers. And how? With equipment that takes you to the next level. We too are always looking for new challenges. The ideal basis for taking on the structuring of the product range for Atomic, including the design of the trade fair stand and various sales displays. And the work was definitely worth it: the symbiosis of product range consulting, display and trade fair design ended up on the winners’ rostrum.
Things come together that belong together
People want to be inspired. They want to be shown what is possible. We think of products being exclusively in contexts – as we did when we restructured the Atomic range. Rigid product categories were broken up and instead we created lively theme worlds that bring together products that belong together. These worlds were then transferred to the trade fair design to smoothly connect manufacturers, retailers and the POS offline and online. And this, at the world’s largest trade fair for sporting goods and fashion, the ISPO in Munich.
The charm of the alpine hut with a twist
The desire for hospitality and professional advice – we know all about this discipline. Since 2010, we have had the pleasure of transforming the Atomic trade fair stand into a place of comfort and information. The result is an open and transparent architecture, combined with different huts, which showcase the wide range of products in a way that meets the needs of the visitors. Here, the “race” equipment conveys a different message to that for “freeskiers” or “tourers”. This sets accents in terms of product message and atmosphere. The “Women” and “Kids” collections are presented with warmth and friendliness, as well as a touch of playfulness. The “Race” section is more technical, where the material speaks for itself. Linear. Simply cool.
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GmbH & Co. KG
On digital paths
Atomic has a large online community. The hashtag #WEARESKIING therefore combines the most diverse levels. But this attractive content is not only shared by the company itself – athletes and hobby sportsmen and women also contribute a large part of the impressions from around the world. Our trade fair design integrated this social media strategy, which skilfully generates awareness for the brand and forms a successful basis for further owned, paid and earned social media content.
Change of awareness
Bringing the hidden adventure to your stand. Making product design an experience. We used oversized image formats to create the access and allow visitors to dive directly into the worlds of the various collections. You get to experience the products up close and feel them on the skin, under the feet and on the head. Product displays from our company integrated into the picture hangers offer access to the digital catalogue as well as live ski coverage of the Hahnenkamm race. This is a harmonious whole, in combination with analogue structures, that we were able to integrate into the stationary Atomic shop one-to-one.