The exhibition stand is an instant visualisation of the brand. Intentionally or otherwise the exhibition stand, even without any products or personnel will communicate a message, it will have an impact. The key is whether the impact is the desired one.
Sasol Techno X provided 28 000 high-school learners with the enthusiastic opportunity to interact with over eleven thousand square meters of displays, workshops and demonstrations within the spectrum of all things science and technology. Learners had the occasion to explore in a hands-on fashion the opportunities offered across a complete range of careers in science and technology.
Complete Exhibitions applied their knowledge and expertise during the interaction with sixteen of Sasol's business units in order to create a series of exhibition stands which all reflected the individuality of each unit whilst encompassing the overall corporate brand. The planning for such a complex project started early, in fact seven months before the event. The brief was to ensure that all stands were exciting and interactive, whilst at the same time being educational and delivering the messages required.
Dean Gunningham, Director of Complete Exhibitions, explains, "When working on an event that has been running for over a decade, it is critical for the project, the exhibition stands and the displays to evolve. It is simply impossible to repeat and replicate the display from year-to-year. The project needs to evolve, thus through a range of, and combinations of custom and systems exhibition stand elements we were able to introduce new creativity and design elements."
Complete Exhibitions provided the complete range of required project infrastructure including the marquees, raised flooring, air-conditioning, generators and all signage and branding. In addition Complete Exhibitions provided the coordination of partner exhibitors.
Says Gunningham "Our successful design and management of this project was evident throughout the project's activation and implementation." Gunningham attributes this success to the practical and innovative designs of each of the stands. He explains, "Stands can often be reused for various exhibition opportunities, but whether they are successful in completely different environments will be dependent upon the design. We pride ourselves in taking a detailed brief and producing excellent designs for our customers, which in this case has proved successful in that we have relocated so many of them with some still anticipating further exposure across the country."
Within one month of the closing of Sasol Techno X all of the exhibition stands for each of the Sasol business units had been re-built on a national basis, spanning from Cape Town to Richard's Bay, from Bloemfontein to Nelspruit.
For the client designing for re-use provides obvious cost benefits, enhanced returns-on-investment, as well as self-evident benefits from the perspective of the environment.
For more information on Sasol Techno X, please visit:
www.sasoltechnox.co.za.
