From July 2–4, 2013, menswear brand Calamar participated for the first time at Panorama Berlin, the tradeshow for brands with strong market presence and sales. At the Berlin ExpoCenter Airport near Schönefeld Airport, visitors could experience first-hand the world of the Calamar brand inside a 90 sq.m exhibitor stand. dan pearlman’s newly-conceived ‘smart&functional’ store concept served as the design basis for the stand, created as loft living space for a creative, well-travelled cosmopolitan—a place of inspiration for feeling at ease.
Creative elements of the new design defined the look of the entire stand and ranged from over-sized Calamar lettering to various globes, which function simultaneously as the supersign and symbol of the freedom-loving Calamar persona. The brand letter case was full of accessories for the urban explorer. The ‘Calamar bike’ emphasized the brand’s claim of designing fashion for active men.
In addition, the stand provided a first glimpse of the 2014 summer collection, inspired by the metropolis of Lisbon. dan pearlman showcased the new season in the Portuguese capital and designed a catalogue that functions as a travel guide and product presentation all-in-one.
The lounge served as a spot for freshening up and also provided visitors the opportunity to peek into their giveaway sets for the first time. In both cases, dan pearlman was responsible for the overall design from labelling to packaging.
In the scope of Calamar’s strategic brand overhaul, dan pearlman tackled the tasks of redesigning the logo and CI, the brand’s online presence, new catalogues, hangtags, buttons, and labels for future collection items in addition to designing all aspects of the shop and showroom, thus demonstrating its 360˚ competency.
