Agency: 2020 Exhibits
Event Name: International Home & Housewares Show 2019
Agency Website: www.2020exhibits.com
The overall objective was to deliver an organic yet polished experience, much like the JARS product line. Branding would be minimal at best, unlike the more typical trade show experience. Introductions would be made, with the business of business happening outside of the exhibit hall at a more informal gathering or meal. The space would be curved and arched, with a retail look and feel.
International Home and Housewares is a closed show. It’s a place where introductions are made, products are viewed, and buyers spend time getting to know brands. And more often than not, the exhibitors are long-standing, highly recognizable brand names and products. Such was not the case for JARS, a French company that hand makes every piece of its highly sought after glazed stoneware. The challenge was to not only capture attention but to create a compelling, enclosed space that would feel like a cozy, comfortable room. An added challenge was to design around the height requirements of key individuals who would be working the booth. That tallest of the two stands at 6’ 4” with his colleague a mere 1/2” shorter. Housewares, meet JARS.
Materials were on brand, with the use of natural, light woods and simple pressboard. Products were displayed against organic material, also known as hay. There would be no technology (too impersonal), limited seating (all of two comfortable chairs, tableside, should a buyer want to sit and chat for a while) with traffic directed through the space in a semi-circular walkway, for a very retail “touch and feel the product at your leisure” experience. The curved archway created a cozy feel to the environment. Branded was decidedly and strategically minimal, to catch the eye but invite closer view an inspection. The bright, light material set the stage as a backdrop for the Jars handcrafted logo. Pops of color are seen in the artful pottery, catching the eye and opening the door for conversation. In a word, lovely.
Housewares was a resounding success for the Jars brand. This one-of-a-kind enclosed inline exhibit hit the mark, acting a soft whisper for a highly recognizable and coveted brand. Clipboards in hand (again, on-brand as a simple, yet effective old-school way to gather key buyer information), the booth staff (tall as can be) set a full schedule of meetings and “let’s talk further” gatherings after show close. Their dance card was, as they say, full. And the Jars brand? Yes, it has arrived. As a stateside debut, the Jars brand took center stage with plans to return next year.