The following examples show how good stand design can deliver excellent results for exhibitors
Project: BETT, London
Client: RM plc
Designer: 2LK Design
Year: 2001
RM wanted to be seen as the most 'classroom-friendly' IT supplier to schools and 2LK's solution was to design a stand that visitors would immediately relate to.
Using the tagline, ‘Bringing Learning to Life,' the stand featured large graphics of pupils on soft, semi-translucent fabrics, reinforcing the friendly and approachable values of RM. The idea was to concentrate on curriculum challenges, as opposed to the IT itself.
RM's sales leads increased sharply despite a drop in the overall number of visitors to the exhibition and a survey revealed that 94% rated the stand 'impressive' or 'very impressive'. The stand won the DBA/Management Today International Design Effectiveness Award in 2001.
Project: IBC, Amsterdam
Client: Panasonic
Designer: Newbu
Year: 2003
Panasonic is one of the market leaders in the broadcast sector offering high-end solutions with many varied camera products and formats. Newbu's exhibition design solution defined the different formats available as part of an overall corporate identity. The design included a full-size Formula One car model and a large-screen projection theatre, delivering a cohesive message to a greater number of visitors than usual.
Project: Global Modular Exhibition System
Client: Pfizer
Designer: Photosound Communications
Year: 2003
The challenge was to design a fully flexible, scalable and modular exhibition system for variable size installations ranging from 20-200m². Multiple branding options were important as the exhibit promoted five brands.
Photosound's design split the exhibit into separate areas for display and interactivity, creating a balance between educational content and interactive elements. Educational areas were dominated by freestanding columns lit up according to which product was being promoted. An interactive area was constructed around a 3m rotating tower, facilitating multi-player interactive programmes with internet access.
The system managed 9,600 visitors/leads in 2003 and was awarded Gold at the Event 2003 Awards.
Project: British International Motor Show, Birmingham
Client: Jaguar Cars Limited
Designer: GLS Design
Year: 2002
GLS was asked to design an environment for Jaguar Cars to showcase its latest products, highlighting in particular the new XJ with its aluminium body.
The architecture of the stand had to reflect the advancement of Jaguar as a company seeking younger, newer markets while also embodying the virtues of its pedigree and heritage.
GLS's solution emphasised Jaguar's reputation for craftsmanship in the use of cherry wood cladding on the walls, while engineering innovation was reflected in the use of aluminium louvres within the structure. These elements were united by a modernistic concept with flowing lines that reflected the beauty and elegance of the product.
The event culminated in the launch of the new XJ on the stand, to public acclaim and considerable media exposure.
Project: Business Travel, London
Client: Virgin Trains
Designer: 2LK Design
Year: 2002
Virgin Trains wanted to strengthen its brand by communicating its vision of the future and by capitalising on the introduction of its fleet of new trains.
2LK incorporated a section of a new train into the stand so visitors could interact with the brand and sample the new offering. Plasma screens acted as windows, adding to the realism, while on-board catering staff served refreshments. The sleek design of the new trains was emphasised by the curvaceous architecture of the stand, and a carefully designed competition was invaluable in collecting visitor information.
The stand was awarded Gold for Best Exhibitor - Business Shows at the Event Awards 2002.
Project: MIPIM Show, Cannes
Client: Frankfurt Economic Development Corporation (FEDC)
Designer: Northcross
Year: 2002
Northcross was commissioned to create a highly visible and impactful stand at MIPIM, an exhibition that attracts a large audience including property developers, local authorities and building consortia. The main objective of the stand was to showcase Frankfurt as an area of significant economic development.
The feel of the showcase was contemporary and exciting, reflecting the vibrant city economy of Frankfurt. Hospitality was crucial and the design incorporated a large bar area, as well as three tall inflatable structures that dominated the stand. The atmosphere was enhanced by the use of unusual materials and theatrical lighting. A huge success, the stand attracted more than 200 visitors per hour.
Project: Ideal Home Show, London
Client: British Gas
Designer: Qudos
Year: 2003
The task was to create a 200m² stand for British Gas to underline its position as a leading home services provider. Qudos delivered this through a 'Journey of the Unexpected'.
Visitors were able to take a journey into different home zones where they could experience domestic-themed exhibits and interact with touch points, encouraging participation and a greater understanding of the different ways in which British Gas helps look after more than half of Britain's homes.
A warm and inviting interior created within modular arches provided the space to showcase innovative British Gas products and services, while an outer casing reminiscent of white goods appliances carried high-level branding. The design attracted an increased footfall and enabled a doubling of customer profiling figures compared to the previous year's show.