Miele Stand at IFA 2010

Together with lead agency dreinull, Agentur für Mediatainment, flora&faunavisions injected some fast-paced vibrancy into what tends to be a pedestrian subject. As part of the collaboration, ffv produced a varied stream of video content for household appliance specialist Miele’s IFA presence and also helped to develop the stand’s overall media concept.

For a funky bridge between the brand’s characteristic innovation and its practical application in everyday life, dreinull and ffv decided to turn heads and hearts with several cultural collaborations. To this end, the team transformed the humble trade fair stall into a stage and platform for enfants terrible of modern dance battle Royal, a catwalk for award-winning designer Marcel Ostertag and even the set of a live cooking show with plenty of delectable candy for eyes, ears and taste buds alike.

On location, the actual stand was split into several environments, each of which received custom content. Star of the show – besides three info terminals and an area for trade professionals – was a giant projection drum suspended above the stand’s expansive stage and supplied with a steady stream of equally large-format video replete with several soft-edge transitions for a smart and seamless blend of video show and live content.

Not ones to miss a beat, flora&faunavisions added oomph to all elements of the performance, staged several times a day, with immaculately tailored video content. While battleROYAL’s dance performance got a boost from high-end animations, interspersed with plenty of speedy edits, high-res close-ups and intriguing details of Miele’s latest product features and highlights, Marcel Ostertag’s projections picked up on the key shades of the designer’s latest collections and threw an atmospheric spot on the undisputed star of this winning high fashion/fabric care combination: the designer’s exclusive and extravagant evening gown for Miele.

c) florafaunavisions GmbH