Graphic Design

from scratch

D'art Design Gruppe
D'art Design Gruppe
Jochen Höffler
Freddy Justen
Thomas Walter
Leila Perroud
Uli Feikes
A.J. 9 A.M. 9 D.B. 8 D.S.H. 9 F.A. 10 G.R. 9 GMUNK 9 J.S. 8 M.P. 9 M.S. 10 Creative 9 A.J. 9 A.M. 10 D.B. 9 D.S.H. 9 F.A. 9 G.R. 9 GMUNK 9 J.S. 9.5 M.P. 10 M.S. 8 Design 9.2 A.J. 9 A.M. 10 D.B. 8 D.S.H. 9 F.A. 9 G.R. 10 GMUNK 9.5 J.S. 9 M.P. 10 M.S. 8 Craft 9.2 A.J. 9 A.M. 9.7 D.B. 8.3 D.S.H. 9 F.A. 9.3 G.R. 9.3 GMUNK 9.2 J.S. 8.8 M.P. 9.7 M.S. 8.7 Total 9.1
At the world’s leading retail trade fair EuroShop 2017 in Dusseldorf, Germany, the design agency D'art Design Gruppe presents itself with the most exciting moment of the creative process: the inspiration. Under the motto "from scratch", the designers develop a mirrored communication space, which on 228 m² symbolizes the inspirational moment in its entirety: the permanent reflecting, the dynamics, the changes of perspective and the thinking outside the box. Thanks to the mirror effects, the visitors themselves become part of the production by moving through the space, changing it and interacting with it.
The Concept

Since 2008, D’art Design Gruppe (Dart) has been playing with the creative process and for 2017, the agency is planning to stage the most important moment of the creative process: the inspiration.
How does a creative start his or her work? What happens around the moment of inspiration? What are the phases and elements of the creative process? In the beginning, there is nothing but a blank page: The idea is still invisible, the designer starts from scratch, playing with words and drawings, until at some point an idea begins to shape – that is the moment of inspiration! All of this is to be implemented in a three-dimensional brand appearance, with which the agency presents itself as well as communicates its portfolio.

The Production

The 16-feet high walls are being covered with reflecting foil and positioned at different angles as an apparently convoluted spatial structure that cannot be immediately grasped. Thanks to LED elements arranged behind a semi-transparent mirror foil, the trade-fair motto “from scratch” appears handwritten as if from nothing on the reflecting outer wall. A huge pencil stands for the motto, the written words on the floor can only be read in their reflection. 3D letters are arranged on offset-placed mirrored walls to create an anamorphic effect: the meaning can only be understood when the viewer finds the correct angle to look at them.


The invisible becomes visible only when approaching and finally entering the staged space. The visitors discover and experience at interactive stations how ideas are generated and develop: words can be created using three-dimensional letters that can form new ideas with their reflection, as well as new inspirations. The drawings that visitors create on tablets are transmitted live to a massive LED wall and displayed. A giant table covered in grey felt serves as a central communication platform and haptic highlight. It is flanked by a room-high implied library with single real project books allegorising the rich and varied experiences/projects accumulated by the creative agency.

D'art Design Gruppe
Jochen Höffler Managing Director, Creative Direction
Freddy Justen Managing Director, Creative Direction
Thomas Walter Interior and Product Design
Leila Perroud Communication Design
Uli Feikes Project Management
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