Even though it was rumoured (official results not yet out) that attendance figures were down from last year, Markex - World of Events still delivered a high level of marketing suppliers with diverse products. Towering above all the other stands, was Gearhouse's impressive structure, custom designed using equipment from their everyday rental stock, with the purpose of showing that the equipment used can be applied to just about any event scenario - from concerts, to fashion shows, to conferences and product launches.
The stand was designed with the intention of creating a unique space in which to not only display a range of Gearhouse disciplines, namely lighting, audio, audiovisual, staging, rigging and the CTN-based set design division (Scenic), but also to create an "own-able space" within the Markex exhibition area, that allowed guests to come in and sit down on the comfy couches inside the stand - a worthwhile reward for the throng of weary legs negotiating the expo space. A 5m high brushed aluminium light box (designed and constructed by Gearhouse Scenic) portrayed images of a wide spectrum of past events, yet there were always the few guests who needed more, and got more, helped on by the front line sales team and Italian coffee machine.
The corporate DVD, explaining the creative design philosophy behind Gearhouse and depicting interviews with directors and longstanding clients, was screened on two large plasmas mounted into the two entrance pillars. 17" LCD screens portrayed event photographs and the 3D rendered drawings of projects that Gearhouse is able to present to clients to assist with final look and feel decisions. Curious passersby took information brochures from the front desk, while more interested guests were given more thorough presentations, and the odd free gift.
A 6x4m box truss flown from the ceiling, made the Gearhouse stand by far the most visible from any vantage point in the CTICC exhibition hall, with the full lighting rig and PA mounted to the trussing. A variety of pre-programmed lighting sequences illuminated the stand and white fabric stretched inside the truss frame. The light box also doubled up as the storage room, allowing for "all things that should not be seen" to be hidden - another one of the simple functional design features that Gearhouse incorporate into their projects.
Overall, Markex - World of Events was a success, with many potential clients being scanned at the Gearhouse stand. During the Markex awards ceremony, Gearhouse was awarded Best Stand - highly commendable in the Big Stand category, an accolade most exhibitors would have agreed with.
Three days, plenty of bubblegum coloured caps and T-shirts, all the ad execs in the business and an impressively dominant stand from Gearhouse - all ingredients of the 2005 Markex & World of Events, held at the CTICC from 3-5 August.
