Osprey Exhibition Concept
At Euro Concept, I was given a brief from Osprey, a global company that specialises in creating the best rucksacks for outdoor activities. They gave the size of the stand, the layout of the stand, some graphics for their campaign and some inspiration that they liked and asked me to create a design that pushed the boundaries and showed that they were the market leaders. The new campaign that they were showing in this stand was called ‘Again’, and it was displaying some of their newest products, with the graphics for this campaign having repetitive imagery. The exterior of the stand was simple but impressive, with the wall representing the mountains and the header being the sky.
I designed the stand to have an obvious route for people to follow as they walk around the stand so that they see each display in the right order. This includes a short tunnel with screens on every surface that you can walk through and watch the promotional videos on before you see the product in person. The design of the displays represents the contours you’ll see on a map in an angular, abstract way and the walkways are lit up to discourage anyone from walking over them.
The Interior Design
Upon entering the stand you’ll see a few other campaigns on your left and the further you walk in, the more of the display in the centre will be revealed of a hill with mannequins in frozen in poses using the newest rucksacks. The roof will be hung from the ceiling of the exhibition hall and will be a lightweight structure made from metal tubing with which the fabric graphics of the sky will be attached to. The light bars on this frame will come to a point just above the central display to draw attention to it. At the end of the aisle will be the archway with ‘Again’ lit up along the top of it, symbolising the start of that section of the display where you will walk through the video tunnel.
Dotted around the display will be cabinets that display each rucksack with light coming from above and beneath and information around it explaining the key features and specifications of that specific rucksack.
Around the display, there are also some large interactive surfaces so that the client has more immersive experience. On these touch screens, they can watch videos and browse through the products and maybe view different colour schemes and attachments for these products.
In the stand, there is also a cafe area with some seating and a coffee bar. To the side of that are two meeting rooms where businesses can speak to the salesman in private. These areas are important for building client relations. In this area, the flooring and wall colours are much lighter, which I think make everything seem more trustworthy.
