The focal point is a black cube, upon which the illuminated red brand presentation resembles colorful spotlights on a dark theater curtain. The stylized curtain opens on one corner of the stand, in imposing width and full height over two floors with an expansive inviting gesture: It draws the attention of the audience to the stage of the ingenious brand world of Steitz Secura, a world that represents the new brand image. The highlight of the brand foyer is a sculptural staging of 600 floating elements, whose lower rows serve as a visually weightless product presentation. Its form is based on the backbone “S” of the brand.