In the past exhibition stands would vary in build quality, but people visiting them usually knew what to expect. Those days are gone…
Modern exhibitions and activations have become fantastical, imaginative playgrounds for businesses and their brands. With many companies finding ever more exciting and innovative ways to relate their product to their customers.
Has it worked? That’s a huge yes. This new way of putting brands on show has captivated audiences across the world and seemingly, the more inventive the idea, the more excited the audience becomes.
By tearing the exhibition ‘rules’ to pieces, companies are creating experiences that go way beyond their stand. Many have even moved beyond the venue, taking their experiences to the people wherever they are.
So we’ve put together a selection of some of our recent favourites stands to inspire you, and included some tips to bear in mind when planning your next design:
#heygoogle — Recap of our playful, doughnut-filled experience for the Google Assistant @cesofficial. Huge kudos to a brilliant team of designers, producers, fabricators and an amazing client that continues to push us to new heights. I’m proud and thankful for the team that made this all possible, heres to many more! ? @google #google #ces2018 #experientialmarketing #design
This immense construction’s success comes from its almost catch-all approach. No stone is left unturned in the exhibition ideas box. There’s experiences, technology, toys and more.
As a space it can be a little overwhelming, but no one visiting this stand is ever going to forget the experience. However, for most the scale of this stand might not be achievable, but that shouldn’t stop it being an inspiration. There’s a lot of great ideas here.
Barbie Photo Booth
At the complete opposite end of the scale is Barbie’s photobooth. This amusing design is effective on so many levels. It delivers a brand experience with a twist, and it does it quickly.
People attending have fun interacting with the stand, even though the stand doesn’t do a great deal. But it’s more significant achievement is the post-event buzz, where attendees can’t help but share the experience.
It’s a wonderfully concise design that fits perfectly with the playful nature of the brand.
Jack Morton’s Kodak Quarter at Drupa
Jack Morton’s stand for Kodak works along similar lines to Google’s stand. Here, however, the approach is cleaner and more relaxed.
The design allows people to fully take in the possibilities of the brand across a range of industries and uses. The design works because it gives the brand’s products room to breath, and people room to experience this.
M&M’s ARcade in New York
— M&M’S® Brand (@mmschocolate) 12 May 2017
M&M’s have an extremely playful brand, and this design helps capitalise on this. This concept also works because they’ve made it accessible. This isn’t exclusive or invite only. Instead, they’re on the streets sharing the experience with everyone.
It’s a clever idea but made more successful by its even smarter positioning right in the heart of one of the world’s busiest cities. Taking to the streets takes a bit more guts, but with such a fun approach, it can pay dividends.
Refinery29’s 29 Rooms
So M&M go for the masses, but others like to be a little more high-brow. Refinery 29’s annual 29 Rooms experience is beginning to border on becoming an art installation.
Despite this, they still manage to keep an eye on their brand and selling it, so for every artist involved is a brand partner. So the stand manages to balance brand awareness and creativity in a fascinating way across the 29 individual rooms.
Veuve Clicquot’s Apres Ski Lounge
Another approach, like Veuve Clicquot’s Ski Lodge, is to create a place for people to enjoy themselves without any direct sales or tactics. Of course, the space is branded, but people interact with it on their terms, and you leave them to it. So they can relax and unwind in unusual surroundings and if inclined can sample the goods.
This less intrusive approach might seem counterproductive, but in fact, it can be extremely successful. That’s why so many brands at so many events are doing it. You simply have to be certain you get the balance right between your brand and concept.
Dopper Bottle Stand
A successful stand doesn’t have to cost the earth and involve a team of dancers. For many companies, simpler is better. Dopper created this wonderfully bold design.
The impact of this design comes from its individuality and rusticity. This stand’s design brilliantly shows what can be done with so little if you just use a little imagination. The use of materials allows the product to stand out.
Cabin by Campbells Soup at Toronto Christmas Market
Where does it say you have to be at an exhibition? In fact, if your product or concept is relevant then they can work anywhere.
With this stand, Campbell’s concept is simple, hearty refreshment exactly where people want them; it’s a perfect combination of location and product.
Like Veuve’s stand, it’s the offer of something different and a little bit luxurious that makes people want to get involved. The design takes them somewhere else and allows them to relax in comfort and style for a short while. It’s an imaginative design that plays on people’s concept of winter and what that means, even when it’s not necessarily their actual experience.
All these stands were a success because they’ve combined imagination and brand in innovative and highly engaging ways. The ideas were built around the needs of the customer without being slavishly tied to the practical. Instead, they injected a playful point of view on varying scales to drive interest.
Do you have a project or want to find out more?
Contact Matt Briggs on +44 (0) 1484 451061 or click here to drop him an email