Standout
Booths as art installations
Yevhen Shaposhnikov , CEO and co-founder of FILOSOFIA Event Group , offers a standout view on revolutionising your conference presence
magine this : you
I walk into a massive event where over a dozen companies are competing for your attention . You stroll past rows of standard booths featuring banners and logos , and at each booth you are offered branded T-shirts or mugs . Who will you actually remember ?
In this maze of booths , every company wants to stand out , be memorable , and effectively convey the value of their product to the audience . One option is to take the traditional route : a large logo on the booth , basic merchandise and a registration desk . Another , more compelling option is to transform the typical booth into an art installation . This approach is especially relevant for companies in gaming , blockchain or IT , where creativity and innovation are key elements of the brand .
How it works in practice Recently , the SiGMA East Europe 2024 conference took place in Budapest and our client , a company specialising in e-sports , was one of the exhibitors .
We understood the target audience we wanted to engage and the value our client needed to highlight through their booth . So , we created an enormous , immersive interactive solution – a giant head of a character from a well-known video game , ensuring gamers would flock to our stand . The moving ‘ head ’ interacted with guests , drawing attention and boosting brand awareness . Additionally , there was a bar with a LED screen where guests could watch visual content while waiting for their drinks .
Spectacular and futuristic , this combination generated high levels of engagement and ‘ stand out ’ from the competition .
Another case involved a brand offering affiliate programmes for the i-gaming industry . At the IGB Live conference , we installed a networking bar at their booth , with a unique highlight : a slot machine with unconventional prizes – just like fond items from childhood – with a claw mechanism .
How to design a creative booth concept There ’ s a proven process that ensures creativity doesn ’ t turn into a flight of fancy but aligns with business objectives .
The first step is understanding the client ’ s goals , industry and business specifics . It ’ s essential to know why the client is attending the event – whether it ’ s to attract new partners , present a product or strengthen the brand .
Next , develop the value proposition and installation concept : should the focus be on technology , innovation or creativity ?
Remember , the installations should not only impress but also achieve concrete results – attracting attention and encouraging interaction with the brand .
Drawing attention To attract attention , use bold lighting , colours and shapes , while adding interactive elements like AI or hands-on features .
Offer creative merchandise that resonates with your audience , and optimise your booth for networking with comfortable spaces that invite conversation .
A custom art installation is a way to stand out at exhibitions and conferences and can attract the right audience .
Creativity , interactivity and a clear strategy are the key tools that will help your company achieve the desired success . EW
46 Issue 6 2024 www . exhibitionworld . co . uk