Swissness perfectly presented

Victorinox, Ambiente, Frankfurt

With a completely newly developed exhibition stand,Victorinox showcased itself with a fresh, clean design at this year’s Ambiente show in Frankfurt. As a long-standing creative partner, Messerli was responsible for the concept, planning and implementation of the modular stand design. The aim was to translate the brand values of quality, functionality and innovation into a contemporary yet iconic design, while also ensuring maximum flexibility for different stand sizes and exhibition requirements.

The result was a striking open-plan stand with strong visual impact from a distance. The architecture follows a clear zoning concept: structured product walls present the range in a clear and high-quality way, while central working and presentation areas encourage dialogue with visitors. The use of genuine timber elements emphasises sustainability, Swiss origin and quality, lending the temporary stand a premium, showroom-like atmosphere. The deliberately reduced palette of materials and colours creates a sense of calm and precision, with carefully placed accents providing emphasis.

The presentation is further enhanced by integrated meeting rooms, extensive storage solutions and an Experience Zone, where the engineering expertise and precision of the knife assembly process can be experienced live. At over four metres high, “The Original Swiss Army Knife™” wall with its slatted cladding and oversized Swiss Army knife is a striking eye-catcher and serves as a popular photo opportunity for visitors.

Thanks to the modular system, the same underlying architecture can be used to create meeting rooms, cloakrooms, storage areas and even a kitchen – efficiently, precisely and with full flexibility for future adaptation. The result is a flexible brand space that authentically conveys Swissness while clearly showcasing Messerli’s conceptual, planning and craftsmanship expertise in international exhibition stand construction.