Elements and Details
The Elements and Details Category is for innovative elements or materials that are part of a larger exhibit. You may enter an individual exhibit element in this category and enter the entire exhibit in which it appears in another category.
Innovative materials are typically not sold through an exhibit house and include everything from sod to recycled bowling balls to tree bark to life jackets, as well as newly invented materials such as translucent concrete.
Examples of an exhibit element include — a stairway, lounge, reception desk, product display, light fixture, seating ensemble, presentation stage, entranceway, kiosk, conference room, flooring, ceiling, wall, etc.
Here are photos of some examples. Click each image for a larger view.
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Do's and Don'ts
The following do's and don'ts will assist you in preparing your entry.
Do:
Provide high-quality photos and descriptions of unique features, such as a conference room on wheels, eye-catching product displays, etc.
Take print-quality photos — as opposed to electronic-medium photos. Make sure your exhibit is well lit, include "big picture" shots as well as detail images, and photograph the exhibit when it's empty rather than filled with people.
One rendering and one floor plan are plenty. The overwhelming majority of your images should be actual photos.
If possible, show the correlation between challenges and solutions. For example:
Challenge 1: Connect two island spaces divided by an aisle.
Solution 1: Used an overhead canopy to suggested connectivity between two island spaces.
Write, clear, concise bulleted points that are easy for judges to find and read as they skim the summary.
Include results information if it demonstrates the overall success of the design. A result worthy of inclusion might be: "Client CEO declared this the most successful exhibit in 27 years of business. Plan for single use expanded to four uses, including a European show."
Don't:
Don't label digital images (photos, renderings, floorplans) with the name of the design or fabrication company. Label the CD, not the individual photos.
Don't use Photoshop to add people or objects to the photos.
Don't use Photoshop to "fuzz out" or remove people or objects from the photos.
Don't describe marketing elements unrelated to exhibit design, such as direct mailers, live presentations, etc.
Don't state the obvious, such as "The goal/challenge of the exhibit was to gather leads, attract attendees, brand the company, promote products, etc." Generally, all exhibits are supposed to do this. If the design wasn't supposed to do one of these, that would be relevant.
Don't use public-relations jargon in your summary, such as:
"Our goal was to reinforce the company's position as an innovator and market leader." That means what, exactly?
"The exhibit needed to position the company as an industry leader, and create a memorable experience that expressed the marketing theme." That's what almost all exhibits are supposed to do.
"XYZ company is a leading global provider of wireless communication solutions." A better translation is: "XYZ Co. makes cell phones."
EXAMPLE 1
Client-Company Description: Manufacturer of commercial and residential laminate flooring.
Marketing Goals: Introduce new product lines and create a one-of-a-kind booth with awe-factor.
Design Challenges
Use a large overhead presence to clearly identify company.
Create clearly defined product areas with a message hierarchy from the company, to the product categories, to the individual products.
Manage traffic flow efficiently.
Provide demo areas, an enclosed showroom area, and a conference room.
Design Solutions
Used clean, crisp lines and bold colors to create "industry-leader" look.
Placed product in museum-type setting directly below the logo and product specific names.
Dimensions
50-by-80
Materials
Flooring: Company's own laminate flooring
Booth Properties: Laminates, Moss fabric banners
Budget
$250,000 -- $62/square foot
Project Designers
Dan Bokinskie, Kim Keller, Stu Sanders
Photo Credit
Padgett & Co.
EXAMPLE 2
Client-Company Description: Designs contemporary, all-American casual wear for a youthful audience.
Marketing Goals: Although the company has been a leader in the fashion industry for 35 years, the relatively new line of jeans needed to be set apart from the parent brand, appealing to a younger target audience while still fitting within the existing brand structure.
Design Challenge: Mix old brand with new attitude.
Design Solution:
Combined "retro" materials with contemporary design, keeping the original brand intact, but placing it within a fresh, innovative environment.
Used diverse materials, such as 100-year-old wood from a barn in Pennsylvania, antique fans, and architectural glass, to create a clean, inviting environment.
Developed aluminum extrusions to provide architectural support.
Chose oversized graphic panels on the exterior and throughout the space to provide consistent parent-company branding.
Painted the designer's trademark flag to simulate a weathered metal roof, which further supported the overall brand.
Dimensions
30' x 90' island
Materials
100-year-old wood siding, aged aluminum, Octanorm metal extrusions, antique fans, glass display units, and plywood with solid core laminates.
Designer
Tom Yurkin
Photo Credit
Harold Kuenzel