Fraas Berlin

  • Concept and realisation of a fair booth
  • Panorama, Berlin ExpoCenter City, Jafféstraße, 14055 Berlin, Germany
  • 72 m²
  • Jammers & Leufgen GmbH & Co. KG

The world of scarves

The scarf company Fraas stands for tradition and innovation. Values which were translated into the firm's exhibition stand at the fashion trade fair Panorama 2014 in Berlin. blocher partners depicted there the art and craftsmanship of scarf manufacturing on 72 square metres.

The room is mainly defined by two so-called warp beams – those parts of a loom on which the threads are coiled. In the contect of the exhibition stand the threads form a baldachin which flows down at the rear wall as webbed cloth with printed logo patterns. Dark grey walls and the flooring made of black steel panels bring off the colourful scarfs. Monolithic wooden furniture serves as presentation tools or, at one point, as a bar. Here and there, recesses in high-gloss black draw the attention to collection highlights. Elsewhere, the scarves are clamped into wooden frames to show the multi-faceted prints to their best advantage. Other wooden frames show campaign images or collages of contemporary documents and thistles, the signature feature of Fraas.