1,500 m² at the world’s leading trade fair for the furniture supply industry. In an intensive process, Bruce B. developed the communication concept and stand architecture for Häfele, one of the industry’s leading international companies. An oversized showcase of “thinking ahead” – across different product areas, in hardware and software, in the tangible and the virtual, in new themes, products, and processes. Clearly structured, approachably staged – in keeping with the brand’s distinctive stance. Spatial concept: a clearly structured layout with intuitive orientation, combined with individually staged thematic areas that each function as their own communication islands – yet come together to form a coherent overall picture, conceived as a holistic impulse for innovation from the market and for the market.