Description
Case Study: Roto – The Think Tank at Frontale
A Successful Trade Show Presence with an Exclusive Experience
Following several successful projects, Roto commissioned Target Design to conceptualize key elements of its trade show presence at Frontale—the leading international trade fair for windows, doors, and facades. Drawing on our experience in automotive design, we came up with the idea of developing the “Window of the Future.” The concept went far beyond traditional product design: We designed a window that can be opened in virtually every direction, developed the necessary mechanics, and visualized its function and design in a virtual presentation.
However, it quickly became clear that even an extraordinary exhibit can easily lose attention amid the hustle and bustle of the trade show. That’s why we developed an equally extraordinary presentation concept.
The “Ideenschmiede”
The result was the “Ideenschmiede”—a deliberately secluded, entirely black room within the Roto exhibition booth, reserved exclusively for invited customers and selected prospects. In addition to the “Window of the Future,” other developments—still under wraps—were presented and discussed there. These included, among other things, window handles redesigned by us, as well as a sash-and-stulple mechanism newly engineered by Target Design, which was exhibited as a working model at an impressive 5:1 scale.
The “Ideenschmiede” provided the ideal setting for in-depth customer discussions, product presentations, and strategic exchanges. Its exclusivity made it a highly sought-after destination at the trade show—many visitors sought access to this special area.
The Result
The “Ideenschmiede” was far more than just a product presentation: it created an exclusive experiential space that brought innovation to life, built trust, and fostered meaningful conversations. The concept combined product development, staging, and brand communication into a trade show presence with a lasting impact—and met Roto’s expectations in every respect.
