ome exhibits are elegant, others eccentric. Rarely, though, does a single design successfully combine both traits. But that's exactly what Burkhardt Leitner Constructiv GmbH & Co. KG achieved with its exhibit at EuroShop 2011, earning high praise from Exhibit Design Awards judges who called it "beautiful" and "intelligent." The maker of modular architectural systems for trade shows and events turned to Ippolito Fleitz Group GmbH to create a booth that would leave attendees spellbound, offering up joyful surprises around every corner.

The booth's 20-foot-tall exterior walls comprised equal parts wit and white fabric scrim. One section featured the company's new tagline, "Fantastic Systematic," in black print on a white background. But step to your right, and the colors flipped, with white words appearing on a black backdrop, a result of angling triangular panels to create a lenticular-like effect. Another wall featured a word puzzle with streaks in the company's corporate-orange hue that traced terms like "quality" and "longevity."

Inside the booth, 25 umbrellas featuring names of international cities seemed to float near the ceiling of an enclosed conference room. Connected to a motor, some of the parasols rotated, directing visitors' attention to the company's global capabilities.

The eccentricities extended into the booth's nooks and crannies. For example, about a dozen succulents on a suspended shelf system had plastic speech bubbles with Green-friendly messages sprouting from their pots.

Creating a booth that used Burkhardt's own products, designers turned metal and fabric into something mischievous and fantastic, while maintaining a sense of humor that imbued the exhibit with panache and personality.e