lecture - exhibition design - ron newman - vdis10014 exhibition design

Presented by Professor Ron Newman

VDIS10014 Exhibition Design Lecture 1


The purpose of this lecture is to contexualise the subject Exhibition Design to help students understand the unique issues prevalent in this design specialisation. Types of projects are:

- Corporate display stands (high and low cost) - Visitor and interpretive centers - Museums and galleries - Product launches and events

Even though the range of projects is very broad as are the budgets allowed the methodology used by the Exhibition Designer is the same across the range of projects, recognising that a core quality that is common across projects is the product/service core communication requirement and the need for a good level of narrative.


In this subject we will focus our design project on a small commercial display in a trade show. Designing this type of exhibition should be no different in methodology from designing a high budget trade show, or a museum or visitors centre. Key issues to be considered are: -  What is the sales message (narrative) of the

product/service and the supplier? -  What are size limitations and the budget? -  What are the time constraints? -  Who are the customers/clients? -  Are the any supply or materials limitations on the

design? -  What facilities will be required for staffing the

exhibition?


-  What is the sales message (narrative) of the product/service and the supplier?

This aspect of the exhibition briefing process is the single most important issue because it is the message, the narrative that the exhibition must convey that has to guide the design process and the outcomes of the design and build. The first task always, is to establish a comprehensive design brief and to have it approved by the client and other stakeholders.


Experience shows that while many clients of design are comfortable writing the design brief, many are not and many of those who are comfortable still don’t understand completely what a designer hopes to discover within the design brief what the designer hopes to get out of a design brief. For this reason designers should request a client initiated design brief but should then be prepared to develop that design brief in collaboration with other designers, the exhibition builders and the client.


Working through the following questions with a client will help to ensure the client gets what they want from your exhibition design solution. 1. What Shape and Size is the Exhibition Stand Space? The dimensions of the exhibition stand space that has been agreed. If possible, obtain the layout of the exhibition centre with the clients exhibition stand marked clearly, so the designer can design the stand to suit the space, allowing for signage where pedestrians are most likely to spot the signs. Don’t forget the height..!


2. What Message Does the Client Want to Give to Prospective Customers? Consider carefully the purpose of having the exhibition stand. What is the major message the client wants to give to the prospective customers about the client’s company, service and/or products? If the client wants to give the impression of a company that makes natural products or is environmentally friendly, for example, you may want to use natural or environmentally friendly materials in your stand design.


3. What Services or Products Does the Client Want to Display You will have limited space, so you are unlikely to be able to display all of the client company’s services and/or products. Request the client to select which services and/or products they want to display and decide which is the most important product for their customers to see. The designer will be able to give advice to the client on how best to display their products using devices such as display cases, shelving, and lighting to highlight the most important.


4. How Much Room will You Need for Staff, Brochures, Business Cards and Give-aways? When you design an exhibition stand, you need to allow adequate space for staff to stand or sit, plus storage for spare brochures, business cards, and the client’s give away products. Many clients may require spaces to sit with their clients in full view or private meeting rooms. Consider these very practical elements of the design but remember they must not compromise how attractive the stand is to exhibition visitors.


5. What Colours Does the Client Want to Use? While the designer can always suggest colour schemes, typefaces and visual communication concepts to a client, most companies have a corporate identity or specific colour scheme that enhances their branding, the designer should understand these parameters and use them in the design to strengthen the clients brand. It is always important that the exhibition design compliments the clients corporate identity rather than competing with it or confusing its perception in the eyes of the clients customers.


6. What Stand Designs Does the client Like? Have the client look at various exhibition stand designs so that the client can understand what types of design details, effects and display products they think appropriate. There is no point the designer spending hours creating a concept that misses the clients needs, wants and desires. Having an idea of the client’s expectations will help the designer to eliminate non conforming options quicker.


Dr Alberto Alessi of the Alessi company in Italy said: “ I have some convictions, some philosophical thoughts, on the role of objects in our actual society, the consumer society. We live in a society where all relevant material needs are fulfilled by the production of objects, but the big mass production industry didn't seem to have understood this. I believe, that in most cases, mass production industry goes on working simply to satisfy people's needs, instead of paying more attention to their wishes, to their desires."


We need to remember Dr Alberto Alessi’s words and write design briefs that focus on the wishes, and desires of our clients and their customers; we need to appeal to their emotion rather than just displaying a cold sign and a simple message. On the next pages are design briefs from various companies for products and exhibitions that show the briefing process. The design brief in the following slides is for a cricket helmet and the manufacturing process however it clearly shows how one can order and document the “design requirements”.


In the Resources section of the STUDIO students will find three “current” design briefs for exhibition stands for SMRT, Culina and Exxon Mobil.

x

Please check the box and attach the information with the brief

Other Special Requirements:

To propose/design a mezzanine area that gives guests a relaxing and private feel. Reduce the possiblity of people walking up and down the area.

Alternative Marketing Services / Graphic Design Services: List details of design work required

*20th Anniversary for Culina in 2014.*Overall feel: High-class hospitality and finest gourmet food and wine.*2nd floor/mezzanine: Considered like a hospitality suite. Guests to go up for their relax corner, to drink wine. Max capacity: 20 pax; to provide privacy and relaxation.*Incorporate info-tainment concept into the booth. *Sit-down experience/menu for guests on first floor. Chefs will cook the food based on the menu and it would be a dish for the guests instead of "samples".*For first draft, we can use the images provided by clients previously.

Competition: Their unique selling proposition and whether they are participating at this event

Trade shows: List type of show / event (Trade / Consumer, Local / Overseas) + frequency per year

Display Items:

Demo station/Kitchen bar. It would be an island worktop, with about 3 chefs working at the same time.2 display chillers, Oyster bar, Champagne bar, Cheeseroom (able to fit about 3-4 pax inside)

Graphics Requirements:

To develop a classy feel.

AV & Multimedia Interactive

Requirements:

Proposals to be given by Kingsmen.Discussed ideas: 1. AR2. AV "Live Cooking Show", multiple video angles to show the chef cooking

Meeting / Discussion

NAModular / One

Time Usage:NA

F&B Requirements: YesCustomize /

Reusable:Yes

Budget: ~$85,000Max Height /

Rigging / Setback:

Reception Requirements:

YesStorage

Requirements:Yes

High class hospitality.Singapore's leading purveyor of gourmet foods and wines with the core

focus of bringing quality and the finest products to our customers.

KEY Message: What is the ONE thing you want to tell the target audience?

Culina provides the finest gourmet food and wine, together with high class hospitality services.

Technical Service:Booth / Structure

size:180 sqm, with option for mezzanine.

Total Area / Orientation:

180sqm

Objective & Experience: What is to be accomplished?

To attain a seamless feel for guests between the integration of food & safety set-up towards the end of the booth at the kitchen area. Keyword: Hospitality. Client targets to provide guests a classy image that is clean yet sophisticated, giving them an overall sensory experience (exclusivity). Also, it is their 20th Anniversary in 2014.

Target Audience: Who are we trying to reach? (Demograhics & Psychographics)

Invited guests. Client is trying to restrict mass for flooding the booth, to provide guests the "exclusive" atmosphere.

Brand: Unique selling proposition, expected brand perceptions Product / Services:

Project Name: FHA 2014 - Culina Venue: Singapore Expo

Official Contractor: - Event Organiser: Kingsmen

Account Rep: Amy Yap Final Deadline: 12-Jul-13

Designer: Event Date:

Key Information Briefing Date: 25-Jun-13

Client: Culina First Draft: 8-Jul-13

CREATIVE BRIEF FloorplanMarketing CollateralExhibitor Manual

Kingsmen Exhibits

Attached

Please check the box and attach the information with the brief

• Design type – Island - Design concept – open concept

- booth flooring (to include slanted edges in order to prevent trips/falls)

- Single story- Ability to use multiple times- Materials o Fabric (good quality) / o Laminate flooring / o Large graphics

o Brochure stands / § Note, these can be built into a wall area or can stand freely

• Optional items for considerations

o two (2) 42” touchscreens to serve as conversation areas as well as two (2) 42” plasma screens

o optional – storage area w/ locking capability

Alternative Marketing Services / Graphic Design Services: List details of design work required

Annual

Trade shows: List type of show / event (Trade / Consumer, Local / Overseas) + frequency per year

Competition: Their unique selling proposition and whether they are participating at this event

Objective & Experience: What is to be accomplished?Target Audience: Who are we trying to reach? (Demograhics & Psychographics)

Brand: Unique selling proposition, expected brand perceptions

Product / Services:

FloorplanMarketing CollateralExhibitor Manual

CREATIVE BRIEF

- area for a beverage service (to include small

refrigerator under counter)

Customize / Reusable: Customize

Meeting / Discussion Requirements:

conference room – to seat 6 people . Frosted glass (of

some sort) on the conference room. Note conference

room should not be entirely closed in (four walls and a

wooden door – include glass or plexi-glass where

appropriate in order to prevent from feeling closed in.

AV & Multimedia Interactive Requirements:

85” touchscreen . - small stage (or platform) area to be located under the 85” touchscreen for presentation purposes.

• Optional items for considerations : two (2) 42” touchscreens to serve as conversation areas as well as two (2) 42” plasma screens

Other Special Requirements:

Technical Service:

Display Items:

Budget:

Modular / One Time Usage:Need to be flexible to re-use same design booth for 2

other Exhib in 2014 with similar size

F&B Requirements:

Booth / Structure size: 6 * 15 m2 (90 sqm)

Total Area / Orientation: Total area 6m x 15m (3 sides open, maybe 4)

Reception Requirements:

ADIPEC is a meeting place for the oil and gas industry, where key issues, current trends and technologies in the industry are discussed. ExxonMobil’s

objective is to broaden interaction and strengthen relationships with key decision makers and opinion leaders the company’s superior technologies for local

or proposed projects – it is about positioning ExxonMobil as partner of choice. We will also demonstrate EM leading-edge technology and business

Target audience could be a decision-maker, influencer, NOC, or Government Official – if we only have five minutes of someone’s time, what can we show

them that will pique their interest, differentiate ExxonMobil, and be remembered? For Abu Dhabi, it is our superior technologies and innovation as well as

our strong corporate citizenship, aligned with Abu Dhabi’s needs.

Technology leadership; providing best processes and people; unique partnership with Upper Zakum, adding value for ADNOC and Abu Dhabi, strong

corporate citizenship, education, environment and women’s initiatives

KEY Message: What is the ONE thing you want to tell the target audience?

Branding to be included, but does not have to be so dominant – can be subtle.

Designer:Project Name: ADIPEC 2013

Account Rep:

18/06/13Nov 10-13, 2013ADNEC Abu Dhabi

Official Contractor:

Oliver

Event Organiser:

Final Deadline:Event Date:Venue:

Key Information

Exxon Mobil

Client:

06 June

Briefing Date:

Graphics Requirements:

First Draft:

design where rigging is needed to hang signage over booth location. - Include ExxonMobil logo (attached) . o Per EM guidelines, the

logo must have an equal amount of space surrounding the logo the size of the “E” in “ExxonMobil” – space includes top, bottom, and

both sides.

100 000 USD

Max Height / Rigging / Setback:

information desk. include a location on the info desk

for three Ipads to be connected and available for

customer interaction

Storage Requirements: optional – storage area w/ locking capability

VDIS10014 Exhibition Design Lecture 1 – Assessment Task 1

Your client is an imaginary software company that is looking to launch a new accounting package. Three such companies are in the LINKS section of this studio… consider the type of product and consider the narrative the message that would serve their marketing and sales well; consider also companies such as Google, MailChimp, Microsoft and Facebook and how they present themselves. Download and review the Assessment Task 1 and respond remembering to undertake the project in stages always checking into your studio forum.

Presented by Professor Ron Newman
