ESTIVAL, a French subsidiary of a major Chinese flooring group, called on the expertise of a technician to launch a new brand, « FLORAFLOOR », for the European market and design a stand at the Domotex trade fair in Hanover.
It was necessary to design a stand to showcase the brand through three product ranges and position FLORAFLOOR at the level of the major competing brands.
Our solution :
Free rein was given to the imagination of our designer. Based on the colours of the logo and the visuals of the advertising campaign, he imagined a monumental structure made up of two 5 m high totems on which large logos were placed. These totems were the starting point for a banner that included generous lighting that flooded the stand with light. Three purple steel structures supported both the light band and the sample displays, equipped with large translucent visuals, marking the locations of the product areas.
The shape of the displays was inspired by the diamond shape of the logo, allowing products to be positioned on each side within easy reach of visitors. A raised VIP area was located between the two totems.
Ten months later, for the Batimat exhibition, the main elements of the buildings were reused and a fourth display was created to accommodate the additional references.
An arch, designed in the same spirit, was used to show the floors, both sides, so that visitors could visualize and touch the different materials and undersides. To complete this sensory experience, a presentation of all formats and thicknesses was treated as a work of art hanging on the two totem walls. These presentations, simple in appearance, required a wealth of ingenuity from our teams and great rigour in the distribution of the 110 product references, in 3 ranges, and 8 materials.
Our approach and the seriousness of our follow-up prompted the exhibitor to renew the use of their exhibition stand a third time.
