5 years and counting
Agency: DCE Agency
Event Name: IBC 2019
Agency Website: www.dceagency.com
Atomos’s vision is to invent and deliver groundbreaking and disruptive technologies that enhance, simplify and ultimately democratise video content creation. They tasked DCE Agency with the challenge of not only creating a stand that could visually represent their brand, product and vision but also producing an experience that visitors would take notice of, engage with and ultimately, remember. IBC is the World’s most influential media, entertainment and technology show with over 156,000 visitors from 150 countries, in 2019 they had over 1,700 exhibitors. The brief for the stand was clear – simple yet impressive, high tech yet user friendly and high spec yet sustainable.
Atomos are market leaders globally, IBC 2019 was an opportunity for them to further penetrate the European market. The objective of the stand on this occasion was to engage visitor’s attending the event, create a buzz and really showcase the Atomos product range and technology. The vision wasn’t to try and sell as many units as possible, but to engage as many people as possible by designing an experience they’d never encountered at an exhibition show previously. This was a chance to reengage with existing customers; showcasing their new range, offering product demonstrations and building upon their already reputable brand. Secondly, they had the opportunity to showcase their ranges to new audiences who may not have discovered the Atomos range. In a diluted market and at the busiest technology exhibition in the World, the challenge was on.
Atomos’s stand was the centre piece of the show, the one stand that people couldn’t just walk pass. Prominent, engaging and accessible to both long standing Atomos customers & those who are just discovering the brand. A stand where everyone felt inspired & able to explore.
The large arches that formed the main structure were designed based on the Atomos logo & used RGWB tape lighting to enlighten the archways. Each diode was individually programmed to create a lighting experience like no other.
The structure & initiative lightning would catch a visitor’s eye. To make sure the stand was heard, a DJ booth was included in the top of the archway which attracted visitors to the structure… How did we make them stay & explore? The answer was simple, we had to create an atmosphere that they didn’t want to leave. They were learning, enjoying themselves & had various elements to engage with. We designed the space to encompass a coffee stand with a professional barista who served amazing coffee to customers. A newly designed range wall gave clear overviews of the products & tech used, whilst Atomos’s newest NEON monitor range was displayed in a dark room.
Upstairs, we included a private, soundproof meeting space which offered a refined, professional experience whilst still maintaining an inviting and engaging offering downstairs. Atomos had decided that they wanted to give back at this event & we were able to project manage the competitions for them, tens of thousands of pounds worth of product were won from both the Atomos ranges but also from business partners including Cannon, Panasonic and Nikon. One of the prizes was a prototype of a brand new Atomos product that isn’t available on the market yet & is one of just three in the world.
The amalgamation of the above created an integrated stand that was able to draw in the attention of visitors passing, not only sparking conversation about the tech used but also about the Atomos range. Challenge complete.
To ensure this stand was sustainable, reusable & able to meet exhibition show’s differing restrictions, the design is both thorough & adaptable.
The design includes a double leg structure, it can be used to fit many different configurations & has now been used for 5 years. To date, it has been used from stands measuring 4.3×1.5 up to a 21.5×12.9. The height of the structure can be altered to suit show restrictions. The structure is 2.5 hx4.3 w & thus a video wall will fit as this is 16 by 9 ratio.
Staircases can be added anywhere on any floor of the stand, meaning each exhibition Atomos attends, this structure will enable them to create a different layout. The structure includes an innovative silicone bead h section so graphics can be added to any part of the structure. The silicone used is only 250mm deep so it can be lit internally and externally simultaneously. The structure can have sound proofing added to the voids so there is no need for the additional of wooden walling. Lastly, the centre sections can have handrails for safety without the requirement for unsustainable wooden walling.
The structure we created for Atomos is made fully of recyclable & reusable items. The fact that you can change the structural layout of the stand is not only logical for different exhibition restrictions but also means that the stand can be easily adjusted & kept up to date with key trends. Not only does this save Atomos money as they are able to use this one stand for a number of years, it also reduces the turnover of materials used.
Atomos reuse their internal shelving, camera desks & door locks to ensure nothing on the stand is single use. The avoid printing large graphics, the decision was made to replace the back lit graphics with a video wall. Atomos are always looking for ways to increase the promotion of sustainable items, at IBC they gifted key clients with reusable travel mugs and insured any leftover food or drinks were given to charity.
Atmos’s stand at IBC 2019 was the spectacle of the show, admired by visitors, other exhibition professionals and the show organisers. It stood proudly in the centre of the room, enlightening both the area and the atmosphere of the venue.
The positive impact that the stand made at the show can be demonstrated by the fact the stand was shortlisted by an independent panel of adjudicators for an award for being the best large stand at the show.
We asked 100 people two simple questions about the stand. Firstly, have you ever seen this technology used before and secondly, have you ever seen this technology used on an exhibition stand before. Our findings were that 98% haven’t seen this technology utilised before and what’s more, 100% of people said they had never seen this technology at an exhibition before.