VRD Research Design & Branding REINVENTING EXHIBITION STAND by VRD Research

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Industry Shows, Events & Festivals
Media Design & Branding
Market Brazil
Agency VRD Research
Director Marko Brajovic, Lucca Del Carlo
Released November 2010

Credits & Description

Category: Self Promotion
Advertiser: VRD RESEACH
Date of First Appearance: Nov 8 2010
Entrant Company: VRD RESEARCH, São Paulo, BRAZIL
Partner: Luz Romero (VRD Research)
Partner: Alessandro Vassallo Rossi (VRD Research)
Director: Marko Brajovic (AMB)
Director: Lucca del Carlo (Lucca del Carlo)
Associate Director: Ellen Kiss (VRD Research)
Media placement: Temporary Stand Exhibition - HSM Expo Management - 8th To 10th November 2010

Describe the brief from the client
Create an exhibition stand to promote an innovation consultancy company in the main management event in Latin America. The annual event HSM Expo Management congregates more than 6000 executives to find out about concepts, ideas and best management practices through conference and exhibition in just 3 days.

Describe the challenges and key objectives
Visiting an exhibition stand is often an intimidating experience. The conventional approach taken by exhibitors can become a barrier to the visitors; the flood of information, the intimidating questions, not even to mention the abundance of press material.
Our challenge was create an exhibition stand that could challenge the conventions in order to promote us as an innovation company. It should engage the exhibition visitor, be clear, coherent, and accurately communicate our thoughts and our projects’ approach.

Describe how you arrived at the final design
Inspired on the traditional vending machine’s concept, we created an unconventional, interactive and playful environment, inviting people to explore the space for themselves without the usual, associated pressures, allowing an alternative experience.
The exhibition stand was a self-explanatory installation, which generated intrigue, enticing the most sceptical visitors, allowing us to communicate our message, delivery our principles’ book and facilitating new contacts.
Visitors were able to learn about our methods and projects by seeing inside one of three windows. The participant could also insert their business card and our book was vended for them to take away.

Give some indication of how successful the outcome was in the market
This exhibition stand changed the conventions of traditional exhibitions, turning the act of exchanging business cards into a new, rewarding experience both for the public and for us, which positioned ourselves as a innovative company within the management field, as well exceeded the objectives - at the end of the self-promotion action, we received more than 500 contacts in 3 days.