SIMA is the global event for suppliers of agriculture and livestock. This exhibition is organized every 2 years at the end of February, at the Parc des Expositions de Paris Nord Villepinte, in parallel with the Salon de l’agriculture, an essential annual event for the general public, which takes place at Paris Porte de Versailles, SIMA is aimed at professionals in the agricultural sector.
For TOTAL, the aim was to distinguish itself from its high-tech and industrial image in order to get closer to the target audience and create a closed space to welcome its guests, in an atmosphere inspired by the rural world.
The solution
For TOTAL, the creative team designed a village square for a complete immersion of the guests in the rural world. Through a clever scenography, we staged a village square, surrounded by shops and vintage boutiques, pastry shops, dairy, restaurant and… TOTAL fuel pump, of course. The scene came alive, thanks to small winks like the insertion of a panel representing a couple of gas station attendants from the 1950s, a setting behind which the visitors slid, their faces replacing those of the bodies of our two gas station attendants. On site, a photographer equipped with a polaroid camera was in charge of taking photos of the visitors, allowing them to keep a souvenir of their visit to the stand.
In front of the village brasserie a huge old-fashioned bar, custom-designed and patinated by our artist, guests were welcomed in a friendly and retro atmosphere. Round tables and bistro chairs were set up on the square, as if for a festive day, in the shade of real potted trees, where visitors and salesmen chatted in an informal and friendly atmosphere. Between a brewery and a dairy, behind a double door with drawn and patinated mouldings, there was a VIP restaurant.
All the decorations were painted by our artist on a scale of 1/10th, digitized and then printed on PVC.
