challenge
As part of a consolidation of their Small Business events roadmap across key EMEA regions, Dell Technologies needed a new, eye-catching design for their exhibition stands. The design required modularity to ensure use across multiple shows, and a focus on sustainability – through material choices, reuse, recycling and transport logistics.
Alongside the brief, Dell Technologies had recently implemented a significant brand refresh, which had yet to be deployed at events and exhibitions worldwide – so we were tasked with interpreting the guidelines and deploying them on the stand. Incorporating new imagery, shapes, colour palette and layouts this was a chance to bring Dell Small Business to life.
Solution
We leaned heavily on Dell’s new ‘element’ – a simple block of colour that could be used to create highlights, texture and movement. As well as showcasing this on the large-format graphics, we attributed it to the wooden walls – creating them slatted rather than solid. This gave the stand a real sense of space and light with the ability to see through parts of the 4m walls.
The product showcase and demo areas continued with this slatted theme, with large overhead structures communicating the different user personas on display. Each persona area was kitted out with appropriate furniture and accessories to authentically showcase how the different products would be used – for example at a home office or on-the-go.
success
The stand design was highlighted by Dell’s Global Brand Team as a best-in-class showcase of the refreshed Dell brand, with team commenting on the smart use of the new colour palette alongside varied textures and materials to help the booth stand out.
Used across the UK, France and Germany, the stand assets were reused multiple times through the year, with only the branding changing to ensure localisation. Due to the modularity of the build, transportation was managed through vans from UK and European depots, and 80% of the stand build was recycled at EOL, resulting in minimal environmental impact.
