WANZL participated at Euroshop 2017 with a brand-new stand design that highlights the marketing campaign “#uptrade”. The new campaign stands for the clear guidance and support WANZL provides to customers who face many disruptive influences in their market environment. Atelier Seitz’s challenge was to translate the #uptrade campaign to the 3rd dimension. The massive, black outer shell of the architecture with animated, flickering, and backlit hashtags stands for the information flood influencing the retail market. In contrast, the bright, white interior of the stand represents the innovative and “#uptrading” solutions.