As the main exhibition in the UK’s edtech sector, Bett plays a major role in feeding Dell’s sales pipeline. Ensuring engaging activity, attractive stand design and ease of flow around the main demo stations was critical to lead gen targets. A design that would ‘stand out’; one that would become a must-see destination, as well as one worthy of Dell’s size and brand heritage. A stand that would catch the eye, pique interest, and occupy the attention of attendees. A stand that progressed Dell’s commitment to sustainability: not just sustainable materials, but also intelligent and clever ways of repurposing and reusing elements that couldn’t be immediately recycled.
Solution
We took advantage of Dell’s revised brand guidelines, utilising a flown rig packed with wash lighting, moving headlights and colour-coded spot lighting illuminating the four Education Sector Zones and the dedicated Networking Suite; as well as using hanging flags to ensure the brand and stand was visible right across the exhibition hall. With a more holistic approach to sustainability required we used ‘Wysa Wood’ from sustainable sources, a ‘living wall’ feature and custom-built networking pods with plants and mini-trees.
success
An interactive esports arena, with live competitive tournaments using Alienware gaming kit was one of the most visited attractions of the entire show, even drawing more attendees than the formal esports zone. OrangeDoor liaised with local charities and schools to find new homes for the stand’s furniture enhancing Dell's holistic approach to sustainability.
