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Loewe: IFA 2018

IFA 2018 saw the unveiling of the bild 5 Colour Code, our reimagining of the classic wooden frame in three distinctive colours.

To emphasise this Bauhuas-inspired palette, Bodo provided art direction for the Loewe stand. The homely atmosphere was created by comfortable seating, soft furnishings, and splashes of the selected colours.

Photography: Andreas Bohlender. 

Loewe IFA 2018 Stand Art Directed By Bodo Sperlein

IFA Berlin is one of the world's leading technology trade fairs: an annual platform for showcasing international innovation and a marketplace for new products and concepts.

The stand was supported by Caparol Paint, which elegantly sets the scene for the bild 5 Colour Code and illustrates how the television can become a design object that compliments an interior. Special thanks also goes to Classicon and Freistil Rolf Benz for the ambient lighting and welcoming sofas.