Together with the agency 19:13, Franken Architekten implemented the new “machalke 365” campaign in 3D. Like in a diary, the printed accompanying catalog features selected memories of a year. Accordingly, Franken Architekten chosen “building diaries” as its leading metaphor to present the high-quality upholstered products in an authentic and personal manner.The first level features the day, the situation, the character and the furniture, and the second level the shadow these things cast. The overlapping of the two levels results in an overall spatial concept with geometric angular elements which, by means of the shadow created, lend the objects depth and make them look authentic and real; moreover, the materialization of the shadows emphasizes the product’s quality and value. The Trade Fair Stand is divided into three sections: Machalke, Living by Machalke, the younger, more modern sub-brand, and the Bar which is also a materialized shadow.