BAE Systems @ IDEX ’21
Agency: M Integrated Solutions
Client: BAE Systems
Event Name: IDEX 2021, ADNEC – Abu Dhabi
Agency Website: www.m-is.com
IDEX 2021 was one of the first Defence & Security shows to go ahead post the COVID-19 pandemic. BAE Systems felt it was particularly important to exhibit at the show in order to show support within region and promote the reopening of live events and exhibitions. M were tasked to design and build a stand that showcased BAE Systems new technologies and demonstrated their vision for the future battlespace, whilst also launching the newly established visual identity.
Simultaneously creating a space that adhered to the social distancing parameters that were in effect.
The Solution and Activation
Prior to the event, BAE Systems had recently updated its visual brand identity for all its marketing and collateral. M worked alongside BAE Systems to formulate solutions as to how the brand would manifest itself within the three-dimensional space – IDEX 2021 was the first time the new guidelines were put into effect and the new identity was unveiled in three-dimensional form.
The Dynamic Tab was a key element of the newly created visual identity. M used this as inspiration to create a layered approached to the main structure of the stand and the surrounding exhibits. Another feature of the new brand was ‘the use of orange’. M used touches of orange in moderation, using a range of different techniques and materials, from tinted panelling, graphics, flooring details and ceiling coverings to highlight specific areas, drawing attention to key exhibits and areas of interest.
The stand was designed to facilitate a perfect environment to conduct business. A large feature led screen, and the product exhibits were positioned on the front of the stand to draw attention and provide adequate, socially distanced, spaces for the BAE Systems team to present and demonstrate products. The hospitality area was located on the opposite side of the stand, purposefully separated from the exhibit area. The hospitality area was clean and crisp with a contemporary feel, utilising the ‘use of orange’ again in moderation and enhancing the space with textural detail on the walls and in the graphic application. This level of detail was also continued through to the culturally respectful, private meeting space. A considerable amount of planning and preparation had to be worked out in order to operate the hospitality area efficiently and correctly due to the COVID-19 restrictions that were in place. Materials were selected that could be easily cleaned, including tables and wall panelling, also ensuring any furniture selected was not fabric, allowing it to be wiped down between visits.
Due to the post-pandemic restraints a lot of work had to go into the overall plotting of the space, with the need to calculate numbers of delegates permitted on the stand at any one time. A clearly defined one way system was implemented with wayfinding directly integrated into the flooring. A surrounding barrier was required to ensure numbers could be controlled through specified ingress and egress points. The overarching structure also being creatively designed on pillars to raise it up to ensure maximum airflow, avoiding confined spaces.
The stand was received by BAE Systems as a resounding success, receiving personal acknowledgement from Abu Dhabi’s Crown Prince, who visited the stand to personally thank BAE Systems for their presence at the show. Promoting their vision for the future battlespace and positioning BAE Systems as the partner of choice onwards, to 2040.