News
07/30/10
CosmoProf 2010 Roundup
Each year, major players in the beauty industry gather in Las Vegas for the largest business-to-business beauty trade show in North America, Cosmoprof. At the 2010 show, Version-X was involved in four booths - two expansion projects and two brand new setups.
Last year, we made a splash by designing a large, encompassing environment for Macadamia Natural Oil that was so well received that the booth has been enlarged and expanded for this year’s show. New wall panels were created featuring new models to create two separate office spaces and new casual lounge areas were created in front where attendees could relax from the show while experiencing the Macadamia brand.
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Another expansion this year was the booth for Neuma Beauty. Version-X had previously designed a booth for Neuma, but for this year’s Cosmoprof, the booth needed to be expanded and refreshed with new graphic panels, a new sheer fabric curved wall and new finishing details like realistic synthetic grass used as an alternative flooring texture to bring nature into the otherwise rigid show floor.
Metropolis Technology recently gave Version-X the task of a complete rebrand project for the company from collateral materials to new packaging. To introduce the new branding to market, we were also given the task of creating an all-new booth environment for the line. Graphic panels of different heights featuring the brand’s new look were towering monoliths (some reaching 18 feet) that anchored the bright, colorful new environment by reflecting the theme of a city skyline. A large new curved light bar rounded out the front of the booth and provided a casual, welcoming meeting space where attendees could browse the products and new packaging. A more formal meeting space was setup in the rear of the booth, but still provided a casual, relaxing environment.
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We also created another completely new booth for I.C.O.N. This space was a massive 12 foot tall cube structure with custom shelving, graphic panels and a huge, shimmering chain curtain entrance. For more on this booth, check out our article about it’s construction.
All of the booths - new and expanded - stood out clearly from the rest of the show with their bright colors and inviting environments. All of the spaces were busy with visitors wanting to know more about the brands - a sure sign that the designs have done their job!