This project is a follow up on an update initiated in 2015. We were asked primarily to modernize the look and feel of all trade fair booths to make the event space look more contemporary. Although nice as a starting point, after evaluating the real underlying problem, we ended up with absolutely no trade fair booths. The newly defined concept was based on event content as a starting point. Giving us an implicit direction on how to further design the event.
In general the last couple of years we’ve seen a different approach to what a (corporate) event should be. It’s way more content driven and designers are becoming more and more important in making a conceptual statement to set the event apart from the rest. Working together with strategists and marketeers in stead of executing an already made idea.
Just as in this case, our main effort therefor has been way more focussed on how to change the perception of the event as a starting point. Only then we could redefine the concept and re-design the whole event. This still took us about two years of slow step by step changes in order to convince all partners, but in the end we are very happy with the end result.
