Purpose
For the International Material Handling Exhibition, Toyota had booked the largest available space at the NEC to showcase their status as the biggest supplier of material handling equipment and technology in the world.
They needed a cost-effective solution that would stand out from the other exhibitors whilst demonstrating their dominance in the market.
The ingredients
A 44m x 24m blank footprint and a wish list of essentials to take into consideration including a single story exhibit stand, two live forklift demonstration areas, a seminar room, meeting rooms, a kitchen and catering space – all the ingredients for a challenging design
An oasis in a sea of clutter
Making full use of the prime location directly in front of the main entrance it was imperative to use the design to attract people onto the stand from any position. Our design solution was to create an ‘oasis’, a sanctuary from the cramped and cluttered surroundings of neighbouring exhibitors.
The products themselves became the main focus with a very distinct graphic style of line drawings across all walls and panels that enhanced the products and their features.
In addition – we designed a t-section walkway that cut through the stand encouraging visitors to pass through the stand as they entered the exhibition. A street cafe area was included within the stand to encourage conversation, allow for quality time with Toyota personnel and for viewing the demonstrations.
Messages and demonstrations were brought to life through videos, plasma screens and a video wall. Live demos were relayed onto the screens around the stand.
Successes
The scale and design of the stand created an environment that was relaxed, informative and encouraged visitors to stay. The open and relaxed environment enabled sales staff to have quality time with their customers.
Results
At the event Toyota enjoyed high levels of press coverage and the stand was identified by many visitors as the centrepiece of the show. The stand reflected their high levels of professionalism and the strength of the company and the brand.
Toyota also experienced higher volumes of prospects and inquiries than at previous shows.
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