Frankfurt, 3 July 2025 – from 25 to 29 June 2025, Messe Frankfurt became the international meeting place for bike and ecomobility. Atelier Markgraph was responsible for developing the EUROBIKE stand concept and brand identity for the premium e-bike manufacturer Riese & Müller. Under the central theme of ‘CYCLING UNITES’, the symbol for connection and togetherness formed the design centre. Proximity and hospitality characterised the trade fair experience, where innovations and new products could be experienced in detail.

As one of the world‘s leading companies in thepremium e-bike sector, Riese & Müller stands for outstanding technology and quality. The company, based in Mühltal (Hesse), also plays a pioneering role in the field of post-fossil individual mobility. Thanks to the brand identity developed by Atelier Markgraph at the EUROBIKE 2025, Riese & Müller is underlining this claim – and inviting people to engage in dialogue.

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The ‘&’ sign as a symbol for togetherness and unity

The ‘&’ sign contained in the logo formed the design centre of the stand. As a bold statement, it formed the centre of the stand and also served as a communal space, counter and product platform. Directly above it, the sign was reflected in the form of a ten metre high ceiling sculpture as a symbolic connection between people, vision and brand.

Around this centre, Riese & Müller presented its product range and selected innovations. Openly designed communication zones invited visitors to exchange ideas, while highlight stagings and story elements showcased new products visually and in terms of content.

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Dr Sandra Wolf, CEO of Riese & Müller, expressed her satisfaction: ‘Our community is at the heart of everything we do – so we are all the more pleased to have created areal meeting place at EUROBIKE 2025. Atelier Markgraph‘s concept consistently develops our brand building further and strengthens both our brand presence and the communication of our values and vision.’

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Brand building, consultation and active driving fun

The appearance was convincing thanks to a consistent brand concept with clear symbolism, sophisticated graphic design and stringent brand management – from the signage system to the team clothing. Brand values were visualised using thematic steles as well as visual and textual elements. Space was also given to the fan cult: with exclusive merchandise articles that promote identification and enthusiasm.

The extended outdoor area with its own test track and 35 test bikes enabled visitors to experience the riding fun of Riese & Müller e-bikes live.

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Credits

Client: Riese & Müller GmbH, Mühltal

Concept, communication, graphic design, architecture, set design, realisation:

Atelier Markgraph GmbH, Frankfurt am Main

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Stand construction: macbrand spaces GmbH, Langenlonsheim

Graphic production:Hansen Werbetechnik, Dreieich-Sprendlingen

Ceiling sculpture: Nordlicht GmbH, Friedrichsdorf

Documentation photos: Kristof Lemp, Darmstadt