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The Art of Cutting - WÜSTHOF at Ambiente 2019 / Trade fair stand

The Art of Cutting - WÜSTHOF at Ambiente 2019
The Art of Cutting - WÜSTHOF at Ambiente 2019

Discipline: Interior Architecture

The Art of Cutting - WÜSTHOF at Ambiente 2019
The Art of Cutting - WÜSTHOF at Ambiente 2019
The Art of Cutting - WÜSTHOF at Ambiente 2019

Discipline: Interior Architecture

WÜSTHOF, one of Germany’s most renowned knifemakers, premiered with its new brand presence at the Ambiente trade fair in Frankfurt. Milla & Partner developed a concept based on the motto "Discover the Moment of Cutting". This design principle is the basis for the entire exhibition stand design. The entire stand symbolizes a perfectly executed cut: four oversized upright blocks connected by oblique cutting edges. Spread throughout the stand, they refer to each other, and a dynamic overall picture emerges. The process of cutting is exaggerated, reflecting the high quality of WÜSTHOF's products.

  • DATE OF LAUNCH 2019

  • DEVELOPMENT TIME up to 12 months

  • TARGET REGIONS Europe

  • TARGET GROUPS Consumer / User, Trade / Industry

To live up to its name, a good knife needs to make a clean cut. Wüsthof's trade booth shows precisely that: a perfectly cut cabbage as the graphical translation of the quality of the brand. Bold and brilliant - no digitalization necessary!
Gold Statement
Client / Manufacturer

Wüsthof GmbH

Wüsthof GmbH
Solingen, Germany

Design

Milla & Partner

Milla & Partner
Stuttgart, Germany

Sebastian Letz, Florian Holzer, Niklas Sternagel

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