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Client: Aveda Corp., Blaine, MN
Design/Fabrication: nParallel, Minneapolis
Size: 30-by-40 feet (1,200 square feet)
Estimated Cost: $200,000
Estimated Cost/Square Foot: $167

PHOTOS: Padgett and Co. Inc.
Crate Expectations
By Kelli Billstein with photos by Padgett and Co. Inc.

After a 14-year hiatus from exhibiting domestically, how do you make an unforgettable re-entry into a U.S. trade show? Aveda Corp., an international manufacturer of beauty and wellness products, knew that the answer was as basic as the laws of attraction: Start with intrigue and leave an enduring impact.


Flower Boxes
Hanging 24 feet above Aveda Corp.'s exhibit was a branded 16-by-13-foot sign comprising tensioned fabric and wood slats. Below, a 6-by-12-foot living plant wall towered in the center of the booth, displaying the Aveda mission etched with acrylic lettering on a wood surface.

Partnering with Triad Conferences, an events management agency, and exhibit house nParallel for the International Salon and Spa Expo in Long Beach, CA, Aveda began with an intriguing booth exterior, bordering its 30-by-40-foot island exhibit with stacks of 4-by-6-foot and 2-by-3-foot wooden crates sprouting a variety of 150 real plants and flowers. The assemblage of crates made look as if a shipment of paintings, which were actually large-scale photos of Aveda hair and makeup models, had been delivered to the show floor.

The exhibit's interior revealed an open, garden-like space, which bloomed with more flora and included a 6-by-12-foot living plant wall, a 13-foot-high, 25-foot-long undulating trellis made out of stained maple, and a trickling waterfall. The nature theme was a nod to Aveda's mission to create products using plant and flower essences.

In addition to its charming design, the Aveda exhibit offered memorable, interactive attendee experiences. Visitors discovered a fragrance-mixing station with glass vials containing various oils and plants, which, when combined by Aveda staffers, created the company's various aroma sprays. Additionally, there was a hair-color experience zone featuring custom-built stands holding 46-inch monitors showing various Aveda hair colors.

Beyond these activities, Aveda's newest products were displayed on elegant pedestals in front of a curving 12-by-16-foot LED video wall flashing with images of stylists using Aveda products in salons worldwide.

Attendees lingered in the Aveda booth for an average of 15 minutes, enchanted by the interactive zones, wooed by the company's products – and enjoying a calm respite from the hectic show floor. E



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