One brief, two design solutions
Both designs covered the following requirements: areas for data collection, seating for delegates, a coffee area, space for digital content and storage space. It also needed to be reusable for future shows.
Our core focus was “to gain meaningful interactions with the stand that change the way customers perceive Advagraf or encourage them to seek out more information about the improvement in modifiable risk factors”.
My proposal showed a structure that could be utilised in several ways by adding in various devices to convey messaging in an interactive, curiosity-inspiring way. This could done by employing high-tech interactive screens and games, or by using a more analogue approach.
I strongly believe that to engage an audience you need to entice them in by appealing to their curiosity, encouraging their natural instinct to discover and find out more. This could be done on this project in various ways, all of which could be tailored and developed to suit the content and message.
An analogue approach would be, for example, the visitor walking up to the main front wall (shown above) and putting their hand on the hand shape, which then generates a light pulse using conductive paint. This light then shoots through the dividing ‘cut’ of the campaign graphic and triggers a ‘message’ section, delivering bite-size information. This continues along through each graphic to the end – where a peep-hole reveals the ‘reward’.
Option 1
We created a starting point for the experience with a front wall which could be utilised in several ways – perhaps a coffee area/reception point and a Genius Bar-style discussion space.
Option 2
This showed a staggered walling approach, maximising the openness of the stand and a self-service coffee area.
Alternative analogue ideas can be seen here, where we designed circular units with turning dials and viewing goggles. These could house lightboxes with text/images or a combination of digital screens.
Walls were created to display and communicate the messages and information the client wanted visitors to engage and interact with.
On both designs…
The styling was inspired by the ‘cut’ aspect of the campaign: using its angled lines to reflect and reinforce the graphic feel, and using dramatic shapes and colour in both the ceiling and the floor, drawing in the visitor to a inviting space. In addition, LED lighting highlighted and brought impact to the interactive areas.
Each design also had a smaller 3 x 3 space for medical and scientific information. I felt the design should complement both options, and again subtly reflect the styling of the campaign without appearing promotional in nature. We wanted to avoid enclosing the space to much, or blocking off the environment around it, and so provided two areas with comfortable soft seating for visitor discussions.
