Overview
World leader in Print & 3D technology, Roland DG recognised its presence at international print expos a key opportunity to affirm its position as a dynamic brand, foremost in the industry. Within the expanse of exhibition halls lined with competitor booths creating the optimum visitor engagement experience was crucial - this is where I came in.
As Creative Director for EMEA I was responsible for the conception and delivery of 15 international exhibitions spanning 5 countries across europe. My experience of devising ergonomic booth designs has enabled me to collaborate with structural contractors to create and deliver some of the most memorable booths seen by the industry.
The cohesion of form and experience is crucial when creating atmospheric environments, ergonomic design and build materials maintain the optimum balance of projection and perception. My approach is always visitor centric, not simply positive responses to the booth itself but which pain points should be factored into its functionality - time, date, environment all key considerations.
World leader in Print & 3D technology, Roland DG recognised its presence at international print expos a key opportunity to affirm its position as a dynamic brand, foremost in the industry. Within the expanse of exhibition halls lined with competitor booths creating the optimum visitor engagement experience was crucial - this is where I came in.
As Creative Director for EMEA I was responsible for the conception and delivery of 15 international exhibitions spanning 5 countries across europe. My experience of devising ergonomic booth designs has enabled me to collaborate with structural contractors to create and deliver some of the most memorable booths seen by the industry.
The cohesion of form and experience is crucial when creating atmospheric environments, ergonomic design and build materials maintain the optimum balance of projection and perception. My approach is always visitor centric, not simply positive responses to the booth itself but which pain points should be factored into its functionality - time, date, environment all key considerations.
FESPA 2019
BERLIN
Pre-show planning involved site recces for the purpose of plotting booth location, creating path-finder heat maps and assessing competitor locations. These would form my blueprints for booth layouts, establishing 'hotspots' and high level branding opportunity.
I worked closely with sales and marketing establishing the theme and engagement requirements. Following the success of Roland's brand awareness campaign the overarching theme of this year's show would be to further affirm Roland's position as a leading customer centric brand. Emphasis on positive engagement over a direct sales message.
BERLIN
Pre-show planning involved site recces for the purpose of plotting booth location, creating path-finder heat maps and assessing competitor locations. These would form my blueprints for booth layouts, establishing 'hotspots' and high level branding opportunity.
I worked closely with sales and marketing establishing the theme and engagement requirements. Following the success of Roland's brand awareness campaign the overarching theme of this year's show would be to further affirm Roland's position as a leading customer centric brand. Emphasis on positive engagement over a direct sales message.
Pre-show reports and initial concepts were presented to stakeholders for approval. Approved designs were sent to my booth constructors to be further finessed under my direction. The three weeks prior to build, I relocated my work base to oversee the final stages but also to roll up my sleeves to ensure successful delivery.
Live Presentation - FESPA
Sales presentation for international product launch, FESPA BerlIN
The centrepiece of the FESPA Berlin booth was a presentation stage where Roland's newest flagship model could be presented, demonstrating new labour saving advancements which further reinforced the message that Roland was a customer centric technology manufacturer.
Though a later addition to the show plan it was agreed as the strongest means of capturing an audience with the limited promotion opportunities.
The challenge was now set for my team & I to design and build a stage area, while simultaneously create a dynamic split screen presentation within five days - quite a large addition to an already packed task list. An around the clock effort was required to meet the show's deadline, including time for tests and rehearsals. Thankfully all challenges were met, and the presentations a success drawing large crowds to the booth.
The concept and final presentation was adopted by our Japanese HQ and rolled out to several global trade shows,
this attributed to a 400% increase in on-booth sales leads for the VG2 that year.
The centrepiece of the FESPA Berlin booth was a presentation stage where Roland's newest flagship model could be presented, demonstrating new labour saving advancements which further reinforced the message that Roland was a customer centric technology manufacturer.
Though a later addition to the show plan it was agreed as the strongest means of capturing an audience with the limited promotion opportunities.
The challenge was now set for my team & I to design and build a stage area, while simultaneously create a dynamic split screen presentation within five days - quite a large addition to an already packed task list. An around the clock effort was required to meet the show's deadline, including time for tests and rehearsals. Thankfully all challenges were met, and the presentations a success drawing large crowds to the booth.
The concept and final presentation was adopted by our Japanese HQ and rolled out to several global trade shows,
this attributed to a 400% increase in on-booth sales leads for the VG2 that year.
