HSM – BRAZIL DESIGN WEEK: REINVENTING EXHIBITION STAND

Between the 8th and 10th of November VRD RESEARCH exhibited at HSM – Brazil Design Week 2010.

In considering this exhibition we felt it necessary for our exhibition stand to be clear and coherent, to accurately communicate our thoughts and the approach towards our projects.

Visiting an exhibition stand can sometimes be an intimidating experience, dissuading free exploration by the visitor. The conventional approach taken by exhibitors can often become a barrier to the visitors; the flood of information, the intimidating questions, not even to mention the abundance of press material (most of which quickly becomes rubbish). This standard protocol makes people believe that all exhibition stands are the same.

At VRD RESEARCH rethinking the way we present ourselves was essential in designing our exhibition stand. By creating an unconventional, interactive and playful environment, we invited people to explore the space for themselves without the usual, associated pressures, allowing a positive, alternative experience.

The exhibition design was a self-explanatory installation, which generated intrigue, enticing the most sceptical visitors, ultimately allowing us to communicate our message and facilitate new connections.

Interested people were able to learn about our methods and processes by seeing inside one of three windows. As part of this knowledge and information exchange, if the participant then chose to insert their business card, our information document was vended for them to take away.

Look through one of the windows to watch “Tales of a Research Tool”

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By having such an alternative exhibition stand concept, it was necessary to give the public something above the ordinary to take away – beyond catalogues and folders.

Our solution was to offer our visitors an easy-to-read, dynamic book containing the values and principles of VRD RESEARCH and a desirable object, which people would want to take home with them. The fluorescent orange colour made the book instantly recognisable within the exhibition hall, as well serving the function of identifying the people that had visited the stand.

This exhibition stand reconsidered the conventions of traditional exhibitions, turning the act of exchanging business cards into a new, rewarding experience for the public.