FRAME AWARDS ORGATEC
Best Use of Colour
DE VORM
Jury members quickly reached the conclu-
sion that the designation of a certain quality
in their judgment of a stand – the use of
colour, material or light – would be nearly
impossible. Meiré reminded his colleagues
that colour without light is invisible, and
Barbara Hickl mentioned the way that colour
can complement texture and vice versa.
Point taken. The winner in the colour
category is De Vorm, whose booth com-
prised four chromatic zones in the colours
of the brand’s PET Felt: blue, yellow, grey
and green. ‘The colour dictates the character
of each zone and evokes a certain mood and
emotion,’ says Jolinde van Gelderen, graphic
designer at De Vorm and the person respon-
sible for the booth.
Positioning the yellow zone at the
back of the stand was strategic. ‘People gen-
erally gravitate toward places where there’s
light,’ says van Gelderen. ‘Traditionally, yel-
low is used only as an accent, but we applied
it throughout the entire zone to make a
bright and vibrant statement intended to
draw people into the stand.’
The sound-absorbing quality of
De Vorm’s recycled material – used for both
furniture and wall panels – played a role inthe stand’s appeal. ‘As I walked next to our
booth, I felt a subtle but significant change
in acoustics. The muted sound created little
oases of peace and quiet,’ says van Gelderen,
who also recalls that the first thing most
people did as they entered the space was to
stroke or sniff the materials. ‘A sensory expe-
rience can maximize the visitor’s focus and
leave a long-lasting impression. The internet
can’t compete with that.’ – FK
devorm.nl125