World Exhibition Stand Awards The Winners 2020 | Page 70

Best Stand at a Property & Construction Event
PLATINUM
Action Impact
Agency: Action Impact
Client: Aldar Properties
Exhibition: Cityscape Global 2018
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Rather than treat the stand as a
stand, Action Impact decided to treat
it as a public art installation – an inspired
visualisation produced for the
Al Mamsha development’s marketing
materials.
The use of solid-ended copper
tubes at varying lengths, adjusted
and installed in just the right way
created a spectacular illusion when
viewed at scale. An overhead feature,
spanning the entire stand that would
be visible from great distances away,
intrigued visitors and drew them in to
view this seemingly organic, moving
World Exhibition Stand Awards
and living architecture.
The final design necessitated
4,000 individually produced copper
tubes – each having different lengths
and diameters, set at precisely defined
different heights to provide a
sense of movement over the audience
and exhibition space.
With the movement of air from
the air conditioning, the entire feature,
provided a soft sense of flow
and movement. An innovative conceptv
that hid the immense effort and
design process that enabled it to look
so simple and elegant.