Outside the Box
Tell me about the feature?
We love a multi-layered
challenge and this one was
no exception. We created
this exhibition stand for
Siemens Healthineers for the
50th annual BMUS (British
Medical Ultrasound Society)
Scientific & Technical
Exhibition at the Emirates
Old Trafford in Manchester.
The brief was to create an
open, bright and welcoming
stand for an island space
(7m x 6m) to allow live
demonstrations to launch
two new floor-standing
ultrasound systems and to
showcase their features and
benefits. We also needed to
design a space to maximise
opportunities for visitor
engagement and sales leads.
Another requirement was
to create a modular design
capable of re-use. With that
in mind, we incorporated a
melamine flooring system,
backlit graphic housing
and workstation counters
suitable for a number of
products and future uses; all
of which would withstand
multiple set-up, storage and
transportation..
Tell us about the process
of creating it?
We have a long-standing
relationship with Siemens
Healthineers, which arguably,
raises the bar and demands
that each successive design
delivers more creativity and
value.
We work collaboratively
with both marketing and
product contacts, not only
to fully understand the
communication objectives
but also to fully understand
wider product marketing
context.
58 — October
Healthy, wealthy
and wise
Frederike Robins, production and exhibitions
manager at PRIMARY, explains how value
was added to all elements of a stand for
Siemens Healthineers
This process allowed
us to create a 3D design
concept befitting the clinical
brand and fulfilling the
brand objectives. It also
allowed us to gain a deeper
understanding of both the
event audience and the
sales/prospect engagement
process. We then designed
an environment, which
considered all these relevant
factors to optimise the
number of conversations
and engagement with both
products.
We took into consideration
previous stand hot-spot
analysis to look at the flow
of visitors around similar
spaces and decided to design
small open meeting spaces on
poser tables and high stools
to allow discussions while
demonstrations were taking
place.
We also worked with the
client to create explanatory
imaging technology content,
which was displayed on
integrated screens.
Further engagement
was achieved by the use of
VR which demonstrated
technical features in more
detail.
We also created graphics for
a complementary brand tree
theming (for the ‘Juniper’ and
‘Sequoia’ named products) to
add to the brand proposition.
Why do you consider it
special? .
This project was a great
example of how we create
value (we actually came
in under budget!) without
compromising on creativity.
We recommended areas
of cost saving (e.g truss
system rather than rigging
and creating a modular
stand) and added value
to the experience (e.g by
recommending practical ways
to increase engagement).
By successfully making
the product ‘king’ we drove
footfall to the stand for the
full three days and provided
several opportunities to
highlight the product features
and benefits.
This allowed more face-
to-face conversations,
and ultimately more
opportunities to take things
forward in the selling process.
The multiple point access
to the stand also helped to
exploit the venue’s work to
ensure traffic reached all
areas of the exhibition hall.
We worked collaboratively
to fully understand what
the client wanted to achieve
and worked hard to deliver
real value to create a space
that successfully fulfilled the
objectives. EN