|Exhibition||DACH + HOLZ International, Stuttgart|
The leading manufacturer of mineral wool insulation solutions Saint-Gobain ISOVER G+H AG wanted to get away from the classic presentation and show its products in a new unconventional brand environment.
So MC2 just turned the company from Ludwigshafen inside out – architecturally at least – and flipped a family house literally upside down. Visitors entered through a dormer in the upturned roof, alowing them a close-up view of the ISOVER insulation systems between the open rafters. The provocative and humorous slogan “They must be crazy! No they’re not!” matched the overall concept of novel perspectives, and was quite a conversation piece.