Case Study:Designing Everyware’sUnforgettable Trade Show Stand

Designing Everyware’s Unforgettable Trade Show Stand

Everyware is a global cookware manufacturer, owning a number of leading brands in the UK including Sant’ Andrea, Oneida, Anchor Hocking and many more. After producing various trade catalogues for the company, WrightObara was asked by Everyware to create a trade show stand for the Hotelympia Exhibition at Excel London, an important hotel, restaurant and catering event attended by all the major cookware manufacturers and an opportunity to meet a multitude of buyers.

Keen to showcase their extensive ranges of cutlery and crockery, Everyware challenged WrightObara to create an exhibition stand that not only had a professional, high-end, sophisticated feel, but also a clear customer journey and an innovative and bold design to attract attention from across the exhibition hall.Here’s how WrightObara delivered, creating an unforgettable trade show stand that attracted buyers and influenced orders.

A fantastic agency giving high levels of service and creativity that surpasses the majority of London agencies I have used previously.Lindsey Hoyle, Global Marketing Controller, Everyware

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Designing Everyware’s Unforgettable Trade Show Stand

ATTRACTING ATTENTIONWithin the masses of trade show crowds, standing out from the competition is imperative. From the offset, WrightObara was determined to create a stand that simply couldn’t be ignored. “We had two huge planes that ran down either side of the stand that could easily be seen from a distance,” says WrightObara’s Creative Director, Jan Obara. “It gave a feeling of solidity and was very robust with sharp, dynamic angles at the ends to make a statement. We also had an enormous branded balloon floating above the stand which could be seen from across the exhibition hall.”Much like a piece of modernist architecture by Le Corbusier, WrightObara created the stand with a minimalist, monolithic exterior, designed to grab attention from afar. Moreover, the exterior served to create an interesting juxtaposition to the ornate and fanciful interior.

“Inside the stand, we created installations to attract attention and give a beautiful backdrop to the products, making it feel as premium as possible,” says WrightObara’s Managing Director, Phil Wright. “Everyware manufactures heat lamps which are used in restaurant service areas to keep food hot. We hung these heat lamps together to create opulant chandeliers. We also took the chandelier concept and utilised Everyware’s fine glassware range to create something equally as stunning. Finally, we made artistic hanging sculptures out of Everyware’s kitchen utensils to give an air of exclusivity.”

WrightObara also showcased products by using product images from the trade catalogues displaying them as large lightbox installations on the walls.

Designing Everyware’s Unforgettable Trade Show Stand

WrightObara sectioned off the stand into three distinct areas — prep, cook and serve — to create a clear customer journey. Potential buyers were invited into the stand at one end and were given the opportunity to sit with a sales rep before exiting the stand. “As you moved through the stand you would see the whole range of products on offer,” says Obara. “We wanted to guide prospects through the stand, helping them to engage with the products on offer along the way through interactive displays.”

Creating An Engaging Customer Journey

Customer To Make A DecisionRather than simply displaying cutlery and crockery on tables, WrightObara created ‘Lazy Susan’ style display stands which enabled buyers to try out various cutlery and crockery combinations. “If you’re a business owner and you’re looking to kit-out your restaurant, you want to see how your knives and forks look with the plates,” says Wright. “The display could rotate so you could place your cutlery next to the plates to try out different combinations and get a better idea of how they went together. No one had done that before. Enabling the buyer to try things out empowers them and drives sales.”

Empowering The

Designing Everyware’s Unforgettable Trade Show Stand

Taking the ‘try it out’ concept a step further, WrightObara were keen to make the stand digitally interactive, enabling buyers to see what the cutlery and crockery would look like on their restaurant tables. “We created a virtual tabletop that buyers could interact with,” says Wright. “It was a large high-resolution touchscreen device, laid flat like a table. It enabled the buyer to choose what type of table they had in their restaurant — be it dark, light or rustic wood, black or white table cloth etc. — then choose the crockery and cutlery design, mixing and matching until they got the perfect combination for their desired look.”

WrightObara are keen to highlight the benefits of making a trade show stand interactive when it comes to ROI. “Rather than one of your sales team going to get different products the buyer could try out different ideas without any pressure,” says Obara. “Your sales team member can then approach them once they’ve been on the tabletop for a few minutes, which means they’re already further down the sales funnel and leads to a much faster, more informed sale. It was important that we also got longevity from the investment in the virtual tabletop, so we designed the software so that it could also be used on Everyware’s website after the show.”

Utilising Interactive Displays

Designing Everyware’s Unforgettable Trade Show Stand

WrightObara successfully created a trade show stand that attracted and engaged a multitude of buyers with innovative design and a clear customer journey. The stand’s interactive elements streamlined the sales process. Everyware experienced a high volume of traffic through the stand and were delighted with the results.

RESULTS

WrightObara has over eight years’ experience creating attention-grabbing trade show stands from the intimate to the spectacular, but always geared towards increasing product sales in to retailers. If you’d like to discuss how we can help you create an unforgettable trade show stand, call us now on:

020 70 60 2711

No sales pressure. No obligations. No fuss.

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Designing Everyware’s Unforgettable Trade Show Stand