Dataiku, Big Data Ldn 2019
Event Name: Big Data Ldn 2019
Agency Website: unltd.xyz
Dataiku is the platform democratising access to data and enabling enterprises to build their own path to AI in a human-centric way. UNLTD_XYZ was requested in 2018 to design and facilitate Dataiku’s first ever UK exhibition stand at Big Data Ldn in 2018.
As the company was ramping up its exhibition presence internationally at relevant shows and the brand was evolving rapidly, we were tasked to work on a sustainable exhibition presence at the following year’s show in 2019. Due to the successfully delivered exhibition stand design in 2018 and consequent relationship that developed from working within the UK to also facilitating their European and UAE show requirements.
Our involvement thereafter developed significantly to coordinate their full EMEA Events programme throughout 2019, which spans over 30 trade events across the UK, Europe and UAE.
Working with their internal brand team and advising on how to take the new 2D brand vision into the realm of 3D sustainably, we consulted them on the best approach of exhibiting with sustainability at the core of our deliverables.
The Solution and Activation
When the Big Data LDN 2019 conference and exhibition in November came around again, we were briefed to develop the 3D brand language, with sustainability at the forefront of specification, manufacture and production.
This involved and featured the use of sustainable materials in the project, including; recycled content plastic boards for counter surfaces and a considerable amount of FSC ash wood and real ash wood veneer refurbished surfaces, to enable us to repurpose old elements from the 2018 stand that was destined to be disposed of and around 75% minimum of the old stand was repurposed.
Wood is one of the most sustainable and environmentally favourable construction materials available. This is due to its absorption of carbon dioxide while growing, adaptability as a product and recyclability or use as a biofuel.
In order to be given FSC certification, a forest must be managed in an environmentally appropriate, socially beneficial and economically viable manner. This is what makes the FSC system unique and ensures that a forest is well managed.
We advised the client that we would re-clad and reuse the signature branded archway structure and other unitary that was repurposed with the new sustainable material finishes applied to save on new production and also save them costs. To complete the evolution, Dataiku also made a conscious decision to only source sustainable branded giveaways for use during the show.
The modest 6m x 6m stand space plan scheme had to incorporate a considerable amount of functionality and included the following elements to form the exhibition presence at the show.
Starting from the flooring we repurposed an old existing platform structure and used left over carpet surplus from some other stands, which was retained for future use rather than being disposed of.
An existing 4m high architectural open archway walkthrough-type structure with the supporting walls to either side was clad in replaceable and recyclable graphics, for ease of updating going forward. The internal wall surfaces which had been finished in a matt laminate at previous shows was retained to save on any further re-cladding materials where there were suitable white surfaces, to contrast against the new FSC wood finishes. The internal sides of the main hospitality bar area wall had a new display aperture recessed within to display the client’s sustainable giveaways that included cork covered, recycled paper note pads, recycled plastic stationery and recycled plastic food safe mugs. The reused ceiling feature above the supporting walls was updated with FSC ash wood slats and real wood ash veneer. This also allowed us to illuminate the stand evenly via low energy recessed LED lights within the ceiling canopy.
Within the footprint of the archway structure, we positioned a hospitality bar to one side and a demonstration area counter to the other side. Both of these units were also saved from being scrapped the previous year and were a combination of old finishes and new re-cladding in the FSC ash wood slats and veneer. The counter surfaces were also updated and finished in recycled content plastic, which were made from recycled yoghurt pots by a UK supplier.
Demo pods were also produced in FSC ash wood and veneer and incorporated the recycled plastic counters. The demo pods were also designed with longevity in mind and were produced to also be used at the smaller type conference events for the following year’s programme of events, and thus by also being used on their smaller stands as modular units become sustainable through the longevity and reuse. Custom-made protective covers were also made for these modular demo units using recycled content upholstery rather than using typical crates to reduce material usage and for ease of handling.
All of the repurposed unitary had floor level, low energy consumption LED lighting details added for visual effect. All of which were also reused from other stands rather than specifying as new. All of the stand elements that were repurposed were dismantled carefully and packaged without the use of plastic materials and retained in storage to be used for future years with allowance for changes to the graphics and branding – if and when required.
All audio visual and computer equipment was rented locally so not to purchase technology that becomes out of date quickly and the furniture was also supplied locally on hire.
To add an element of fun interaction amongst the serious business of big data, a refurbished old school retro Pac-Man arcade game was rented for use as an on-stand competition.
Visually the sustainability credentials of the stand may not be so apparent; however, beneath the new clad surfaces the old up-cycled stand materials tell a different story. This illustrates that a professional aesthetic is achievable when working from a consciously sustainable perspective.
Feedback and compliments at the show were extremely positive from the client, organisers and even competitors on the design and visual presence of the updated stand design. The reuse of an old stand in a sustainable way through new materiality specification, rather than a new design and production was not unnoticed. Especially the counter surfaces where the evidence of the recycled plastic content could be seen and inspired on stand conversation.
Having realised that obtaining valuable and insightful post-show marketing and sales data from our clients regarding their presence at shows in the last years was becoming increasing difficult to ascertain. We set about creating and sending out a short marketing client experience feedback questionnaire after each show, and the below feedback represents this show’s scoring and thoughts.
Client Experience Feedback | Working with UNLTD_XYZ
Question 1 :
In your experience, how would you score UNLTD_XYZ in the following areas of this project: (1 = Very Poor, 5 = Excellent)
Interpretation of the project brief : 5
Creativity and presenting ideas : 5
Working within the project budget :5
Client liaison : 5
Project management : 5
Pre-show installation to handover : 5
Overall, how satisfied or dissatisfied are you with UNLTD_XYZ? : 5
Question 2 :
Please add any further thoughts or information:
“Thanks so much again to everyone. The stand looked amazing and everyone loved it. You all did such an amazing job and worked so hard to create a gorgeous booth. We really appreciate all the work everyone does”