«Wool Lab – Discover the Power of Wool!»

A Sustainable Brand Experience & Stand design for Norwegian fashion brand We Norwegians (2018)


ISPO Munich is the largest multi-segment trade show in sports and beyond.
Haltenbanken have developed a 65 m2 stand, with showroom, testlab, storage and meeting-room facilities.

Brand Experience

We Norwegian design and produce clothing in fine merino wool. Wool Lab is set up to trigger the visitor’s curiosity.
The Lab stages and showcase the unique properties of wool by displaying wool-samples that people could interact with.
We wanted the audience to leave with the impression that wool is nature’s most technical fibre, and link the same properties to the brand itself.

Sustainable Stand-Design Principles

Build as little as possible

Use natural materials

Plan for reuse, upcycling and recycling

Use modular design principles and re-use the different elements in new settings

Display your changing messages on digital surfaces

Use local materials