According to English philosopher Thomas Hobbes, "Curiosity is the lust of the mind." But for interior design and brand communication firm Kplus Konzept GmbH, curiosity is also a powerful force, capable of attracting attention and holding it long enough to communicate key messages. Employing that lusty lure, Kplus designed an exhibit it hoped would bring its corporate motto "Discover New Spaces" to life at EuroShop 2014.
The resulting 10-by-20-foot in-line stand, which marked the firm's trade show debut, comprised a series of three black ladders with wooden cubes on top that demanded to be explored. A circular cutout in the bottom of each cube tempted attendees to climb the ladders and peer inside, where they found visual, olfactory, and acoustic delights to suggest the firm's creative capabilities.
One cube, for instance, featured a plush, pink interior, music, tiny disco balls, and a sweet candy scent. Another offered up a natural environ complete with faux foliage, forest sounds, and color-shifting lighting. And the third revealed a reflective interior with multimedia elements that seemed to fuse fun-house mirrors with futuristic light shows. The key message: Multisensory stimuli can create any number of immersive environments.
"We set out to arouse curiosity and create experiences that appeal to all the senses," said Susanne Weller, head of public relations and business development at Kplus. Exhibit Design Awards judges lauded the exhibit's ability to pique attendees' inquisitiveness and incite action.
Kplus reaped big rewards from its risky, interactive stand strategy. Using only 200 square feet (and spending less than $32 per square foot), the company intrigued attendees, appealed to their senses, communicated a corporate motto, and collected promising leads. Curiosity may have killed the cat, but at EuroShop 2014, it also attracted the attendees.E
The Right Angle
The cubes inside Kplus Konzept GmbH's exhibit referenced its logo, which incorporates three white squares. The flooring and back wall followed suit, featuring a grid pattern in the company's colors of gray, pink, and yellow. Meanwhile, cube-shaped stools and three columnar kiosks with square tops rounded out the space.