B.PRO featured in BRAND EXPERIENCE & TRADE FAIR DESIGN ANNUAL 2022/23

A quick flashback: In October 2021, BLANCO Professional - a system provider in the B2B sector for commercial kitchens and industry - transformed itself and has been operating under the name B.PRO ever since. The short, concise name is intended to stand for a future-oriented brand positioning on the one hand and to link the modern self-image with the beginnings of the company, which was founded by Heinrich Blanc in 1925. In order to present this repositioning of the renamed group of companies as well as the new product ranges B.PROTHERM (food transport containers) and ION TEC AIR 80 (room air purifier) ​​to a broad audience for the first time, the Oberderdingen family business presented itself at the international trade fair HostMilano 2021 with a new logo and new brand identity. It was important to the designers of 3-EFF spatial identities to combine both the technical and the atmospheric components that significantly shape industry and gastronomy and, accordingly, B.PRO on the trade fair stand: "Brands and products must be offered a stage that enables or encourages emotion and experience. Architecture, design and communication design play an essential role here: They generate individual, context-related and, above all, inspiring spatial identities," explains Fabian Friedhoff, Managing Director of 3-EFF, the conceptual approach.

The stainless steel products were functionally staged on white, oval-shaped surfaces, emphasizing the industrial side, while in the airspace above they were framed by (semi-)transparent canopies, which in turn illustrated lightness, dynamism and a hospitable atmosphere. In terms of color, the fabrics were based on the twelve B.PRO Colors that are available for individual product configuration. Due to their different levels of transparency and length, the curtains formed areas that were sometimes more or less dense, and in the zones in between there was space for encounters. The information desk, meeting area and lounge thus fit seamlessly into the various product presentations and turned the exhibition stand into a lively communication platform. A public area, which became the setting for live cooking events thanks to the staging of the mobile B.PRO Cook cooking station, complemented the appearance. Gastronomically, it was completed by the "One Dish" concept: pre-portioned dishes that were served in the meeting area and eaten with relish.

In addition, the connection to the digital space was noticeable at all times, either through applied QR codes, networked products or exhibits that could be expanded online. "For B.PRO, the start of the trade fair at HostMilano was all about a new beginning. Thanks to the consistent design, we were able to show ourselves as we are: inviting, hospitable, communicative, close, fresh, emotional, but also digital, functional and, above all, hygienic - which the trade fair guests really appreciated between the lockdowns," summarizes Markus Brieskorn, Head of Live and Digital Communications at B.PRO.

Since the stand was also designed in a modular way, it can easily be used at other trade fairs: Depending on the floor plan (from 50 to 168 square meters), the canopies are then reconfigured and the individually tailored modular system is adapted to the circumstances in the long term. After Milan, it could also be experienced in Stuttgart at the Blechexpo/Schweisstec 2021, in Salzburg at the Alles für den Gast 2022 trade fair and in Hamburg at the INTERNORGA 2022. In March 2023, it was on display again at the INTERNORGA in Hamburg and here too, with little use of materials, it became a big stage for the brand and people.

Exhibitor: B.PRO GmbH, Oberderdingen

Architecture/Design: 3-EFF raumidentitäten, Stuttgart

Graphics: STUDIO PANORAMA, Stuttgart

Media/Films: Erman Ducqué, Ludwigsburg

Trade fair construction: fair4you Gesellschaft für Messemanagement GmbH, Messingen

Photos: Lukas Palik Fotografie, Düsseldorf