EXPOTECHNIK

Art Highlight at the IAA: Belgian Tube Installation

Taunusstein/Frankfurt am Main, 26 September 2011. A young artist, his installation that makes your head spin and a sustainability experience: Honda’s Frankfurt IAA stall, an innovative concept implemented by the Expotechnik Group, is the product of art, aesthetics and brand staging of the highest quality.

Surprising edges and curves and tangled, colourful, winding tubes spread across a 2,400 square metre area in the centre of which is the Honda “House of Dreams”. This is where the streams flow together, and meet to form a complex whole – a symbol for the sustainable energy concept based on environmentally-friendly technology that the world’s leading engine manufacturer explains in its “House of Dreams”. This unusual trade fair stall features the ideas of the Belgian installation artist Sebastien Wierinck, integrating them into the brand’s sustainability concept. The Expotechnik Group, the global leader in 3D brand staging provided a high-quality, aesthetically pleasing implementation of this unique concept.

The colourful tubes (2.8 kilometres in total) visualise different types of environmentally-friendly technology employed by Honda: red stands for models with conventional engines (petrol and diesel). Blue symbolises fuel cell-powered electric cars and green represents battery-powered electric cars. The combination of red and green stands for hybrid technology. All three tube colours meet in the Honda “House of Dreams”. Honda showcases a selection of environmentally-friendly energy technology. This pathway of sustainability which allows visitors to experience the company’s vision of an emission-free future is complemented through further art installations such as expansive sofa lamps and public benches – also made out of flexible plastic tubes.

The philosophy of the company founder, Soichiro Honda, has always put man in the centre of all actions. This idea is reflected in the company’s sustainability strategy and is also a central component of the trade fair stand implemented by the Expotechnik Group. “The overall concept of the IAA stand is a perfect production for the Honda brand: an innovative, attractive experience,” says Patrick O. Soschinski, Group President of the Expotechnik Group. “The artistic dimension is an additional aspect which was particularly attractive for us as specialists in individual architecture and communication concepts.”

The Honda presentation is a key source of inspiration for the industry at the IAA. With an annual production of over 26 million engines, Honda is the world’s largest engine manufacturer. Honda employs a staff of more than 182,000 at its 124 subsidiaries in 28 countries.