Thomas Lykke says about the exhibition:
"As the brand appears in more and more contexts, the physical
space becomes included, as an integral part of the brand. One typical
example is the city square, where various brands use advertisements
and neon signs to demand the attention of passers-by in a very direct
and rather pushy way. We would like to demonstrate ways of expressing
the brand value in the physical space in a more subtle way, without
compromising the power and intensity of the brand."
This is what Fabrik calls the creation
of branded spaces. The key is to select or design all the elements
in a room from the point of view of one basic concept: The brand
concept. Thomas Lykke adds: "In this way, branded spaces may
be used as a means for standing out from the crowd, actively expressing
values and attitudes."
Fabrik has designed Momentum
around three lifestyle tableaux with elements and products of their
own design. In the exhibit, the two designers also launch an entirely
new concept, Consumart, offering young designers and artists a chance
to present their works in an international market.