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MC² Flips a House for Stuttgart Trade Show

April 5, 2016 By Editor

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Saint-Gobain Isover Goes Topsy-Turvy for DACH + HOLZ International

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, giving 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.

Client: Saint-Gobain Isover
Business Unit: Insulation products
Exhibition: DACH + HOLZ International, Stuttgart
Area:  165 m2


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