Wilhelmshallen, Berlin / 2022
Zalando Partner Day: make each structure do more
- Venue
- Wilhelmshallen, Berlin, Germany
- Format
- Corporate partner event and brand activation
- Year
- 2022
- Documented role
- Project management
- Credit
- Selected experience of the founder
Three event areas, one coherent production approach
The event brought a keynote stage, a lounge and a dinner area into the industrial setting of Wilhelmshallen. Large LED surfaces, integrated lighting and a kinetic installation needed to sit within a design that worked with the venue’s exposed brick architecture.
The budget called for production choices that could fulfil several purposes at once.
Let the structure carry the design and the technology
Scaffold elements became spatial architecture, visible design features and supports for screens and lighting. Integrating those functions reduced the need to treat scenic construction and technical support as entirely separate systems.
The approach depended on detailed coordination. Equipment loads, connections and cable routes had to fit the intended appearance, with structural requirements addressed through the relevant calculations.
The production documentation describes that shared-use logic as central to equipping the different event areas within the available budget.
What the approach made possible
The keynote, lounge and dinner settings carried a consistent industrial design language, with technology integrated into the structures that defined the spaces.
Production takeaway
Budget planning becomes more useful when it influences how the event is built, not just how much each supplier is asked to charge.