Blog
08/09/11
Expanding An I.C.O.N. (Part 2 of 2)
So here we are with the second half of our 2-part series about expanding the trade show experience for our client, I.C.O.N. In the first article, I talked about all of the planning and the planning and.. oh did I mention the planning?! Now comes the fun part where we see everything come together.
---
Now that the major trade show booth structure was planned out and ordered, it was time to finish logistics and create the artwork for the booth. Creating large format graphics is always a challenge – it can be tricky trying to set scale of graphics and text when they’ll be blown up so large. We, again, used Google SketchUp as a 3D planning tool so that we could see how the large graphic panels would scale in relation to each other and to people on the show floor.
With all of the graphics complete, we had to finish up several smaller projects for the space such as ordering flooring and furniture as well as setting up a vendor to do the I & D (installation and dismantle of the booth) for the show. Once all of the pieces were manufactured and completed, we were able to see a preveiw of the booth when it was setup with our show logistics partners over at Skyline West. Right away, the scale of the booth was massive and we knew it would make a big impact at the show. This was the time when we were able to fit all of the shelving and other items from different vendors to ensure that everything fit together correctly before shipping to the show floor.
After that, it was go time! All of the structure, graphic panels, flooring, furniture, lights, decorations and more were shipped to Mandalay Bay for the trade show. The structure was assembled and then, with some finishing touches from our team at the show for lighting, decoration and product placement, the stage was set for a fantastic display of I.C.O.N.‘s rapidly growing brand and product line. Photographer Michael Pool shot the campaign for this season and the images made a huge “splash.” Bright colors contrasted with punchy blacks and crisp whites to create a series of visuals that you couldn’t miss if you tried! Finally, the shelves were loaded up with all of the products and the packaging that we’ve been designing for I.C.O.N. over the past 2 years and it was clear that this was a standout brand at the show.
With all of the challenges that go into creating a show environment (or even expanding an existing one), it’s always a thrill to see our designs on such a large scale and an even bigger thrill to see people experiencing the brand in a different way.
