Mission Design 2017, 3 by Paprika for Mission Design

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Mission Design 2017, 3

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Industry Shows, Events & Festivals
Media Design & Branding
Market Canada
Agency Paprika
Creative Director Louis Gagnon
Art Director Daniel Robitaille
Released October 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: MISSION DESIGN
Product/Service: ARCHITECTURE EVENT
Agency: PAPRIKA
Creative Director: Louis Gagnon (Paprika)
Art Director: Daniel Robitaille (Paprika)
Media placement: Temporary Exhibition - Taipei World Design Expo - October 22nd To 30th
Describe the brief from the client
The client asked Paprika to create and design the stand and branding of ‘World Summit of Design, Architecture and Planning’, Montreal 2017, during the Taipei World Design Expo.
Describe the challenges and key objectives
A major event like the Taipei World Design Expo was a way we could both position and promote the 2017 ‘World Summit of Design, Architecture and Planning’ in our home city of Montreal. That led us to fashion a strikingly original display showing a sizable range of our city’s great talents. We were able promote these capabilities by presenting 190 design, architecture and planning projects. Another important consideration, since the World Expo was held in the Republic of China, was the extraordinary logistical challenges.
Describe how you arrived at the final design
Some of Montreal’s best-known icons inspired us: construction sites and traffic cones. That let us use bold, bright and catchy colours to turn generally negative perceptions into a fun and creative showcase. To help promote Montreal talent, each of the 190 cones held a backlit image or video showing off an architecture, design or planning project.
Give some indication of how successful the outcome was in the market
However, at just 2,000 square feet, the stand was one of the most popular. It attracted more than 100,000 visitors from around the world. Our unusual concept overcame the logistics problem by presenting interesting information about 190 projects without having to transport lots of material.