Our client was asked to be the headline exhibition stand for the 35th World Cup of Geosciences at the International Geological Congress (IGC) in Cape Town. We were keen to help, but it was a tricky with budgets being cut. When we discussed the stand, the brief was “money is tight but please make it exceptional”. So, here’s how to make an exhibition stand memorable.
We couldn’t afford bells and whistles but as creators of the headline stand we had to make a statement. Being outstanding would come from being clever with the creative. When we brainstormed we decided against a standard shell scheme and pushed ourselves to think about what would entice people to come to the stand. It boiled down to:
We knew the geologists loved seeing core samples, so we created a special space to house the precious samples.
#3 Technology: A Virtual Reality unit was incorporated into the stand which visitors loved as they could experience a mine, “first hand”.
- Umbrellas: This inspiration came from a public art exhibition in Vancouver. We used the umbrellas as a beautiful, eye-catching element as well as a metaphor for protection / cover.
- Tree of Life: We extended the idea of green umbrellas floating overhead to a tree representing the circle of life. This was designed by Sean Pretorius from Space Craft Design and is a modular set so we could transport it on a trailer from Johannesburg to Cape Town.
I’m proud of this job as it was touch and go whether we could meet the brief within the budget, and we did. We also received many compliments, including a lovely one from the client saying: “The stand was really a hit... It sparked numerous selfies, group photos and conversations with strangers asking who designed and build it. It really stood out.”
Kelly McGillivray, Squad Leader