AD-Magazine: “House of Crafts 2019”

Interior style magazine Architectural Digest presents design and craftsmanship at the “AD House of Crafts 2019” in Berlin in the old Heeresbäckerei.

Task & Goals
With the support of EAST END the AD Architectural Digest magazine realized the “AD House of Crafts 2019”. The tasks of the agency for brand experiences included the implementation, organisation and architectural design of the exhibition concept in cooperation with Condé Nast GERMANY. The aim of this exhibition was to physically display furniture, decorative accessories and crafts which are presented in the magazine.

Idea & Implementation
The exhibition, which ran parallel to Berlin Art Week between the 13th and 15th of September, presented a large number of renowned craftsmen and newcomers from the fields of craftsmanship and furniture design. In addition, six AD Spaces were created. These exhibition spaces were furnished with AD curated furniture and accessories by numerous designers from all over Europe. With “House of Crafts” the focus of the exhibition consisted of the architectural design. In addition to the numerous exhibits and innovative designs of the exhibitors, the almost floating “Jean Prouvé panels” formed the architectural highlight and served as room dividers for the exhibitors’ stands. Jean Prouvé is regarded as a pioneer of industrialised construction and furniture design.

Result
With the “House of Crafts” EAST END enabled the Architectural Digest magazine to be made tangible for its readers. The exhibition was visited by around 4,000 guests and was an experience for all age groups. Visitors had the opportunity to look over the shoulders of professionals at work and experience the results of their multifaceted skills. Due to this numerous families visited the design and craft exhibition alongside the usual audience.