Background
Our client Scania, known for its high-quality utility vehicles, needed an attention-grabbing and functional trade fair stand for an outdoor event where the company wanted to have a strong presence. The goal was to create a trade fair stand that would be in line with the brand’s values and at the same time work excellently both technically and visually. For us, the starting point of the design was to make sure that all the details would reflect the client’s brand and support their communication. Idea Group was responsible for the event production, with whom we implemented the exhibition stand as a collaboration.
Design process
The planning of the trade fair booth was started well in advance, so that all the details could be precisely polished – taking the customer’s wishes into account, of course. The customer’s brand was taken into account from the beginning of the process, and all decisions were made by asking: “Is this communication in line with the customer’s brand?” In this way, we ensured that the exhibition stand not only looked good, but also conveyed the right message to the target audience.
Production
The exhibition stand was built quickly and efficiently – after all, efficient logistics is one of Kuja’s strengths. Since the event was held outdoors, the possibilities of all weather conditions, from wind to rain, had to be taken into account: preparation was important. This was seen, for example, in the department’s sturdy ballasting, which we used to ensure the safety and stability of the structures in weather conditions.
Key solutions:
- Large-sized truss gate: We built a large truss gate for the exhibition stand, to which banners according to the customer’s brand were attached. The visible and attractive solution also served as the department’s “entrance”, attracting visitors to familiarize themselves with Scania’s offer.
- Technical implementation: We brought a qualified sound system and wireless microphones to the stand: smooth interaction with fair guests was one of our main goals taken into account in the design. Our professional technical staff ensured that the technology worked flawlessly throughout the event.
- Decorative and spotlights: As a result of creative planning, we ended up building decorative lighting for the booth as well. The purpose of this was to emphasize the look of the brand and help create an attractive atmosphere. Spotlights were used at the truck display point, which ensured that the new models got the attention they deserved.
Result
The implementation was successful in our opinion and in the opinion of the guests we interviewed: the exhibition stand stood out and attracted a large number of visitors. Our customer was particularly satisfied with how the Scania brand was consistently presented in every part of the department. The technical implementation went smoothly and we achieved our goals: the fair visitors got a first-class experience when they visited Scania’s booth.
Final thoughts
This project emphasized the importance of careful advance planning and brand-oriented decision-making. Not all ideas should always be implemented if they conflict with the rest of the whole. The most important thing is a pleasant experience precisely from the point of view of the individual customer: In planning, it is worth jumping into the visitor’s shoes and thinking about the event from their point of view. In addition, for example, ensuring the smoothness and reliability of the technical implementation plays a particularly large role: If any part of the technology does not work, the customer experience suffers. Another important issue was safety: even though the day of the event was mild, it was important to be prepared for the weather conditions. All outdoor events need special planning to ensure safety and durability.
