CEMEX Kies & Splitt GmbH

A Haptic Brand World – neogem at "Gartenträume" Berlin

For neogem, the premium mineral brand by CEMEX, we transformed the trade fair appearance into an immersive source of inspiration. The concept for the peninsula stand was based on a clear structural division. While an authentic wooden boardwalk served as the communicative heart of the stand, a lush green lawn area conveyed a sense of natural outdoor space. A particular design highlight was the consultation table, framed by two stylized wooden trees, which nested client dialogues in a calm, nature-inspired atmosphere.

Product Staging You Can Touch

To make the mineral system solutions truly tangible, we integrated the products directly into the stand architecture. From decorative gravel and mineral carpets to a brand logo meticulously crafted from original materials, the floor itself became the exhibition space. Functional elements, such as the storage cabin, were disguised with high-quality graphic prints in a "gabion" look, while real gabions topped with wooden planks served as seating. Additionally, a large-scale, backlit textile print on the rear wall vividly visualized the wide range of product applications for building facades and outdoor areas.