At the Batimat trade show, Wienerberger France is unveiling a 99 m² space complemented by a 45 m² double-deck structure, designed by R2 Stand & Event. In this project, architecture serves as a powerful means of expression: it draws on the language of construction to create a booth with a strong identity—visible from afar and immersive from the moment visitors step inside.
An architecture that makes a statement
Even from the aisles, the booth stands out for its imposing scale and architectural lines. The large arches define the space and create a series of perspectives that catch the eye and invite visitors to enter.
Far from being mere decorative elements, these forms give rhythm to the overall design and evoke the fundamental principles of construction: structure, material, and balance. They lend the booth a strong presence, consistent with the industry and the solutions offered by Wienerberger France.
Material at the center of identity
To visually convey the Wienerberger brand universe, the project draws on a combination of materials and textures evocative of the world of construction.
Brick directly references the brand’s construction expertise. Wood adds warmth and contrast, while the architectural lines emphasize the contemporary character of the overall design.
This combination creates a dialogue between the authenticity of the materials and the event’s staging.
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A space designed to foster and promote dialogue
With a floor area of 99 m², the layout offers ample space to welcome visitors and host various events. The perspectives created by the arches help structure the flow of traffic and make the space easily visible from the walkways.
The 45-square-meter double-deck structure complements the design by adding a second level to this 144-square-meter space. It extends the experience upward and allows the booth’s architectural potential to be fully realized.
The context in which this custom-made booth was created
This trade show took place in Paris at Porte de Versailles.
R2 Stand & Event would like to thank WIENERBERGER for its trust!
