Seeing Is Believing

Seeing Is Believing

December 5th, 2013 0 Comments

Special contribution to The Exposure by Team Leader Amanda Michael

AMF had one of the largest booths at IBIE – the International Baking Industry Exposition – in Las Vegas this year. And they had one large request for that booth.

They wanted to be seen. And not just from the front door. They wanted visibility from every corner of the exhibit hall.

“No matter where you are in the hall, we wanted to be able to see AMF,” said The Expo Group’s Account Executive Dutch Antonisse.

In more realistic terms, they wanted the image and brand recognition that all exhibitors hope to get at a show; they just wanted it on a grander scale. As the star of their show, the majority of their expansive exhibit space is filled with their equipment and machinery. Dutch and The Expo Group team of designers worked to find a style that reflected both figuratively, and sometimes literally, the shine of their equipment.

Using a vinyl laid over Sintra, they were able to replicate the look of stainless steel, without the hefty price tag that would come with using the real thing. They incorporated this design idea onto many of the pieces of the booth, including the bottom of the kiosks and signs.

The kiosks themselves were updated to a new, sleek, curved look.

“Nothing square, or boxy,” said Dutch – even when it came to the theater, which the team completely reinvented.

Rather than the standard stage with seating, the client wanted a more interactive experience. To create a complete sensory experience, a tunnel was created using the new kiosks, and filled it with interactive touch screens and equipment displays. This way instead of just a presentation, clients received a one-on-one interactive experience in the “Thermal Theater.”

Dutch remarked that the exhibit exceeded expectations and “the client loved it.”

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