Bouygues, DCD London 2019
Event Name: DCD London 2019
Agency Website: unltd.xyz
DCD London is Europe’s most in-depth and longest running conference dedicated to the data centre and cloud infrastructure industry.
As part of the Bouygues group, Bouygues Energies & Services is a global leader in energy, digital and industrial transformation, operating across 80 countries. With a three-month lead-time to DCD London, Bouygues E&S Contracting UK invited us to tender for the design, build and installation of a custom exhibition presence at DCD London running 5-6 November 2019.
The client had themselves realised at previous trade shows that their visual and practical presence was not fitting of their positioning and capabilities within the Data Centre marketplace, and thus they needed to work with a higher calibre of design agency to deliver their requirements.
To be designed with modularity in mind and subsequent reuse across various trade shows throughout the year, were key requirements of the brief. Therefore, all produced elements should be able to be used across different stand sizes and configurations.
Our challenge was also to incorporate a significant amount of activity and functionality within a compact stand space. As a reception desk, storage area, private staff-working desk, open plan meeting area/s, demonstration and product display areas were required, whilst still feeling open and approachable.
Furthermore, the design needed to insure that Bouygues ‘stood out from the crowd at shows’, whilst still keeping within their corporate identity.
The Solution and Activation
As this was a tender for a new client and with less than three months until the show was live, we came up with a considered, minimal and contemporary aesthetic. It was also a functional and cost effective design solution that met the requirements of the brief and we consequently won against the competing agencies and were appointed to delivering our vision for Bouygues!
The positive feedback we received from the client after the tender process in brief was that not only had we provided a thoroughly considered design and practical solution to the brief and most cost effective production solution. We also had created a more on-brand look and feel than they could had ever envisaged in 3D in relation to their corporate identity.
We set about developing the scalable kit of modular elements that could be installed, dismantled, stored and latterly repurposed for subsequent events that Bouygues planned to attend into 2020 and beyond.
It was designed with reuse and modularity in mind, of which UNLTD_XYZ has considerable experience. As this also chimes with our ethos of minimising waste, and working with existing brand guidelines, the challenge was fitting a high level of functionality into a compact 6x3m stand space at DCD London whilst retaining an open and inviting feel to the space.
We created a minimal clean white look and feel for the space, using restrained accents of colour and graphic details taken from the Bouygues corporate palette and visual identity.
As the stand space itself was only 6m wide by 3m deep we wanted to maximise the physical presence of the stand design and built to the shows 4m height limit. This then allowed for a high-level wrap around fascia, to brand accordingly, whilst also utilising this fascia for lighting the stand below. Above the fascia we used a dynamic image of the typical racks of computers within a data centre aisle for a trompe-l’œil optical illusion perspective.
As per the brief we needed to incorporate a significant amount of activity and functionality across the compact stand space and thus divided the space into two, with a central reception area to control the flow of activity across the space.
The centrally positioned reception also acted as a welcome wall and point of call for visitors to the stand and cleverly provided an opportunity to locate the semi-enclosed meeting space to the rear and thus more private client meetings could be held there.
The reception / welcome wall also curved over the meeting space at high level and created a ceiling feature that allowed for the integration of recessed down lights and a suspended pendant light, thus creating a more prestigious feel to the compact meeting space.
On the left side of the stand, the storage area and concealed staff-workspace was located. The storage area walling had an integrated AV screen recessed within, for rolling video content and for ad-hoc presentations to potential clients, as well as integrated literature display apertures. An informal and movable set of tall tables and stools were positioned in front of this area to facilitate such requirements as laptop presentations.
To the right of the stand space was the product and demonstration area, which incorporated a custom-made counter for demonstrations of the securely stored product below. This unit and the reception desk were also designed and produced for reuse and longevity and had custom made protective bags produced to prevent damage as they would be used on trade show stands as well at smaller hotel style conference events.
A slimline unit that holds up the overhead fascia at the far right of the stand was also designed with future reuse in mind as it also works as a freestanding literature and graphic display totem on smaller stands with the addition of a weighted foot detail.
Overall, we created a minimal clean white look and feel for the space, using restrained accents of colour and graphic details taken from the Bouygues corporate palette and visual identity that truly made Bouygues stand out at the show.
The feedback at the show was extremely positive from all levels of engagement. From the client and show, sales and marketing staff all the way to Director level. Furthermore, the show organisers and even competitors were openly complimenting on the design and presence of the stand design.
Post-show client feedback from the Marketing and Sales teams provided discreet, however upward trajectory of significant sales leads and more meetings being requested and scheduled at the show in relation to historic data. Increased sales leads figures were not provided due to confidentiality reasons; however, a higher level of commercially viable leads were made when compared with previous shows attended for the Data Centre market for the client. As well as considerable brand awareness for Bouygues within the data centre market.
Our considered and on-brand stand design clearly contributed to the satisfactory sales and marketing results for the client and we will be continuing to progress this positive show presence at future shows.