Tommy Hilfiger’s Berlin Shipping Container Installation Stacked with Dynamic Imagery
by Yuka Yoneda
When we saw this sweet shipping container building showcasing the Tommy Hilfiger brand on the site of the former Templehof airport in Berlin, we could hardly “contain” ourselves. Constructed by Artdepartment-Berlin for the Bread & Butter fashion trade show, the temporary structure was made up of recycled cargo containers, which were stacked in various formations and emblazoned with eye-catching graphics. The resulting installation was a dynamic environment that reflected the energy of the Hilfiger aesthetic using eco-friendly materials on the inside and out.
While other similar trade show installations use brand new containers, all of the ones used for the Hilfiger show were recycled. The containers are refurbished at Bootsmanufaktur, a shipyard that also specializes rebuilding old boats. Because they required minimal construction, the containers only took one day to be placed, three days for rough construction and about three more days for the interiors to be finished.
On one side of the installation, Artdepartment-Berlin built a giant screen out of 10 containers. One face of each container was cut away and screens were placed inside. Using 10 back-pro beamers, one enormous picture was projected onto the screen, creating a dramatic backdrop for buyers to check out the line.