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

A brief 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 in 1925 by Heinrich Blanc, on the other. To present this repositioning of the rebranded group of companies and the new B.PROTHERM (food transport containers) and ION TEC AIR 80 (room air purifiers) product ranges to a wide audience for the first time, the Oberderding-based family business unveiled its new logo and brand identity at the international trade fair HostMilano 2021. For the designers at 3-EFF raumidentitäten, it was important to unite both the technical and atmospheric components that characterise industry and gastronomy, and therefore also B.PRO, at the trade fair stand: "Brands and products must be offered a stage that enables and encourages emotion and experience. Architecture, styling and communication design play a key role here: they generate individual, context-related and, above all, inspiring spatial identities," says Fabian Friedhoff, Managing Director of 3-EFF, explaining the conceptual approach.

The stainless steel products were functionally staged on white, oval-shaped surfaces, emphasising the industrial side, while in the air space above they were framed by (semi-)transparent canopies, which in turn illustrated lightness, dynamism and a welcoming atmosphere. In terms of colour, the fabrics were based on the twelve B.PRO Colours, which are available for individual product configuration. Due to their different transparencies and lengths, the curtains sometimes formed more or less dense areas and in the zones in between created space for encounters. The information counter, meeting area and lounge were seamlessly integrated into the various product presentations and turned the trade fair stand into a lively communication platform. A public area, which became the setting for live cooking events thanks to the staging of the B.PRO Cook mobile cooking station, complemented the presentation. The "One Dish" concept completed the gastronomic experience: pre-portioned dishes that were served and savoured in the meeting area.

In addition, the link to the digital space could be felt 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 characterised by a new beginning. Thanks to the consistent design, we were able to present 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 lockdowns," summarises Markus Brieskorn, Head of Live and Digital Communications at B.PRO.

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