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Showroom

Showroom: the brand you can touch.

Showroom concept and realization by designcompany: lasting brand experiences that stage products and grow with every season.

A showroom stays long after the trade show has been dismantled. designcompany develops showroom concepts for brands that want to make their products tangible for the long term, and realizes them through to handover. In Salzburg, two showrooms for sports brands were created this way in 2025 and 2026, both with room for collections, consultation and evenings with dealers.

Showroom design that grows

A showroom has to do more than a trade show presence: it stands longer, serves several occasions and shows changing collections. That's why designcompany plans interchangeable graphics, screens for current content and modular systems on which physical products can be staged again and again.

Light for real products

Physical products place high demands on light: material, color and surface have to be right, by day and in the evening. designcompany plans light, audio and video specifically for each showroom, tailored to products, use and space. With sporting goods in particular, light decides whether a material looks high-quality.

A lasting brand experience

Good showrooms have more than one use: sales and consultation by day, piazza or bar for events with dealers and guests in the evening. designcompany plans these scenarios from the start so the space grows with the brand's requirements. For a boat-drive manufacturer, a point-of-sale presence was created as well.

More in the article: Markenräume: Innenarchitektur, die Identität baut.

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Answers.

The cost of a showroom depends mainly on floor space and the existing building, the product presentation system, light, media and audio, the flexibility of the graphics and the scope of furniture and fit-out. designcompany doesn't quote flat benchmark prices, because every showroom shows different products. designcompany provides an initial estimate after a first conversation.

Usually three to nine months, depending on floor space, conversions, permits and delivery times for furniture, light and media. If a date such as a collection presentation is fixed, designcompany plans backwards from the opening and clarifies in the first conversation which schedule is realistic.

The shopfitter builds what has been planned. designcompany develops the showroom concept from the brand, designs space, light, media and graphics and takes responsibility for execution as lead agency through to handover. Construction is one of the trades, coordinated by designcompany, with one point of contact for everything.

At designcompany it follows the full circle principle in five phases: in Sparring, products, target groups and occasions are clarified; in Creating, the spatial concept takes shape; in Planning, execution, lighting and media planning follow; in Implementing, construction and handover; in Closing, documentation and a look ahead to the next season.

It depends on the goal. A trade show booth is built on a single message for a few days; the architecture follows that one sentence. A showroom stands for years and has to stay flexible: interchangeable graphics, screens, modular product systems, light for real products and room for new uses such as evening events. designcompany plans both, each with its own logic.

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