Background
Our client Scania, known for its quality commercial vehicles, needed an eye-catching and functional stand for an outdoor event where the company wanted to have a strong presence. The aim was to create a stand that would be in line with the brand’s values and at the same time work well both technically and visually. For us, the starting point for the design was to ensure that all the details reflected the client’s brand and supported their communication. Idea Group was responsible for the event production, with whom we collaborated on the exhibition stand.
The design process
The design of the stand was started well in advance so that all the details could be fine-tuned – taking into account the client’s wishes, of course. The client’s brand was taken into account from the beginning of the process, and all decisions were made by asking: “Is this communication in line with the client’s brand?” This ensured that the stand not only looked good, but also communicated the right message to the target audience.
Implementation
The exhibition stand was built quickly and efficiently – after all, efficient logistics is one of Kuja’s strengths. As the event was held outdoors, all weather conditions from wind to rain had to be taken into account: preparedness was essential. This was reflected, for example, in the sturdy ballasting of the department, which ensured the safety and stability of the structures in weather conditions.
Key solutions:
- Large truss gate: we built a large truss gate for the stand, to which we attached banners according to the client’s brand. The visible and striking solution also served as the “entrance” to the department, attracting visitors to explore Scania’s offerings.
- Technical implementation: we provided the stand with an efficient sound system and wireless microphones: smooth interaction with visitors was one of our main design objectives. Our professional technical staff ensured that the technology worked flawlessly throughout the event.
- Decorative and spot lighting: as a result of creative design, we also decided to build decorative lighting for the stand. This was to enhance the brand’s look and feel and help create an attractive atmosphere. The car showcase made use of spotlights to ensure that the new models got the attention they deserved.
Result
The implementation was successful in our opinion and that of the guests we interviewed: the stand stood out and attracted a lot of visitors. Our client was particularly pleased with the way the Scania brand was consistently present in every part of the department. The technical implementation went smoothly and we achieved our goals: the visitors had a first-class experience when visiting the Scania stand.
What did we learn?
This project highlighted the importance of careful pre-planning and brand-oriented decision-making. It is not always worth implementing all ideas if they conflict with the rest of the project. It’s all about a smooth experience from the perspective of the individual customer: when planning, it’s worth jumping into the visitor’s shoes and thinking about the event from their point of view. In addition, ensuring the smoothness and reliability of the technical implementation, for example, is particularly important: if any part of the technology fails, the customer experience suffers. Another important issue was safety: although the day was mild, it was important to be prepared for the weather. All outdoor events need special planning to ensure safety and sustainability.
