Transformit EuroShop 2014

Transformit Duvall at EuroShop

The above photo shows Cindy’s scale model of the Sea foam green and white wings in the booth. This model is essentially the exhibit in miniature, and its wings were used to make the patterns for the full-sized wings. The complex shape of the wings was developed and edited in the model until Cindy thought it looked right. Only then did she send the patterns to production.

The graphics on the fabric back and side walls are photos of jellyfish taken by Cindy at the Shedd Aquarium in Chicago and they provided the inspiration for the name of the exhibit, Aquarium. Banners for branding with Transformit and Duvall logos were separate prints on mesh fabric and served two purposes: the mesh jellyfish could still be seen through the mesh material; and the jellyfish graphic panels can be re-used again by us or another client with different messaging

The rectangular box frame of the exhibit was 5m high x 4m x 4.5m and was made from Octanorm extrusions, joined at the corners by connectors of our own design.These connectors made it possible to raise and lower the framework using only a lightweight scaffold: no lifts or top-rigging were required. The jellyfish are retained in the Octanorm frame using FasTen, our proprietary retention strip.

Lighting is from track lights mounted to the floor and the four columns, washing up onto the walls and highlighting the sensual curves of the wings. Lighting from below is unusual, and earned us a visit from the head electrician for Messe Düsseldorf, the show’s venue. He asked us to cover the open tracks below 2m, where people could potentially access the track with fingers or tools. We were happy to comply. But the effect of lighting upward was dramatic!

The wings are made from Symmetry, a pliable material that is capable of making complex shapes. These shapes are difficult to imitate in the computer and this is why Cindy works by hand from physical models. The jellyfish graphics are printed on a polyester and spandex textile, Trapeze ES.

The drama provided by the curvilinear lines of the sculpted wings afford our stand a unique appearance. We were located in the same hall as many exhibitors showing aluminum systems with silicon edge graphics (SEG) panels. With all of those flat panels, our exhibit's curvy wings stood out nicely, and hundreds of people took photos from the aisle.

Visitors to our booth often asked if they could touch the fabric wings and if they could be used outside. The answer to both was "Yes!" A hands-on display allowed visitors to model their own wings, creating different shapes in the way the fabric was sculpted. And our partnership with Charles Duvall made visitors aware that sculptural fabric architecture is possible outdoors as well as indoors. No other exhibitor at EuroShop showed anything nearly as sculptural as what was shown by Transformit and Duvall Design - The Art of Textile Architecture.

Credits:
Design: Cynthia Thompson, Charles Duvall, Matt Rawdon
Production:
Wings- Transformit
Jellyfish- Grand Image (Hudson, MA)
Structure- Inform Ausstelungsbau (Leichlingen, Germany), Tunnelwerks (Portland, ME), Hollis Line Machine (Hollis, NH)
Lights-Inform Ausstelungsbau (Leichlingen, Germany)
Installation- Roland deWit, BILI.nl (Ammerzoden, NL)