Architecture is
ideally always
direct argument with
the people.
Richard Meier
How ProFair
embodied Keuco’s visionary
bathroom accessories designs
Case Study 04.2011
An MC2 Company
The task
Keuco’s bathroom accessories and
fittings are the perfect marriage of
stylish contemporary design and
uncompromising functionality.
This pathbreaking design style and
superb approach to the world of
bathroom accessories and fittings
work best in milieus that offer a
welcoming atmosphere. To this
end, Keuco imbues the designs
of its trade show stands with the
company’s trademark modernity
and freshness of approach.
The customer
The solution
Over the past two decades, Keuco
has emerged as a force to be reck­
oned with in the bath accessories
industry, thanks to the company’s
highly diversified portfolio of mag­
nificent bath accessory solutions
that offer superb quality, innovative technology, and a wealth of
appealing designs.
ProFair has been in charge of de­­
signing Keuco’s trade show presentations for more than 12 years
now throughout Europe as well
as for shows aimed at bathroom
accessory retailers. At ISH,
ProFair’s stand design for Keuco
was inspired by the Zollverein
Cube, a white cubic structure
designed by the Japanese archi­
tectural duo SANAA and completed in 2006. The salient features
of the resulting Keuco stand were
its accentuated rectilinear look
and attendant square windows
ProFair Case study 04.2011 | Keuco ISH
and recesses, some of which were
used to showcase the company’s
products. This superb architecture
was enhanced by a vertical greenwall that ProFair made the stand’s
centerpiece – a structure that
tow­ered over both levels, had
dense plantings on both sides,
and crea­­ted a permanently watered natural air conditioning system,
which also served as an extraordinary oasis where show visitors
could recharge their batteries and
socia­lize. This greenwall was a
genui­n­ely pioneering style element
»ProFair’s concepts are every bit as modern and
contemporary as their products. They totally
understood what we wanted and made our ideas
into a reality that we were thrilled with.«
Dietmar Nowodworski,
Head of Keuco Trade Fairs
and Events
which was thoroughly modern and
fit perfectly into the stand’s overall
design. The stand’s generously
proportioned business center,
which displayed the same design
as the lower level and occupied
the entire upper level, featured a
large restaurant area, as well as a
lounge area that lent itself to more
serious conversations in a relaxed
atmosphere. As in the past,
Keuco’s ISH stand served as a
meeting place for many visitors.
ProFair Case study 04.2011 | Keuco ISH