With Carl Zeiss at the OPTI 2012

Under the motto "100 years of better vision. 100 years of ZEISS Augenoptik.", Zeiss invited ophthalmic opticians from all over the world to the OPTI 2012. On 500 sqm, the event was celebrated with a firework of innovative products.

ZEISS, one of the leading global suppliers of eye care products, wanted each caller to have a truly "visible" experience of their high standards in technology, innovation, and design. To meet this requirement, the impressive design by Hartmut Sorg from sorgdesign was implemented in premium quality.

The stand-alone, three-part brand façade of 6 m height acted as an inviting eye-catcher. The extravagant depth effect of the backlit graphic representations was achieved by a special net fabric stretched in front of them, and by the conical shape of the body.

With the exception of the much-loved campaign area on the 100th anniversary with its professional styling and photography, the external walls were kept in brilliant white. Thus, they made a wonderful backdrop for the huge, 4.5 metre high graphic representations on the inside. The photos and display cases gave the visitors a real "shop feeling".

Everybody's hard work in making the trade fair presentation a real highlight paid off: already half an hour after the doors opened, the trade booth was swamped with callers. Enjoy some impressions of the "quiet before the storm":