NetJets, NBAA 2019
Client: NetJets Inc.
Event Name: NBAA 2018 & 2019
Agency Website: unltd.xyz
NetJets is the world’s largest private jet company, offering fractional aircraft ownership, private jet leases, and private jet card programs. Clients experience the ultimate in private jet travel, from departure to return.
’NBAA-BACE is the premier event and annual meeting place for the business aviation community. It brings together key aviation contacts from around the world, including current and prospective business aircraft owners, manufacturers and customers, into one meeting place to get critical work accomplished.’
For the last 10 years we have consulted to our client NetJets on an international scale. We have designed and produced exhibition spaces for NetJets at major international shows in Europe, USA and China. Our work has spanned the initial creation of their 3D brand language for exhibition environments at trade and consumer events and interiors at European airports, to the design and production of bespoke furniture, modular displays and promotional units.
We designed and produced the NetJets exhibition stand at the main US private aviation industry show NBAA-BACE in Orlando 2018 and also NBAA-BACE 2019 in Las Vegas, for the Berkshire Hathaway owned world leader in private aviation and fractional jet ownership. Utilising the same stand design.
After a hiatus since 2012, when the client last exhibited at the show, we were requested to consider a suitable new exhibition presence for them again at the show in 2018. With the intention of producing a stand that would be used for at least three years and possibly more.
The Solution and Activation
The main design challenge with this project was creating a true sense of ‘scale’ and visual presence to the stand, without building to the full size of the stand space to keep costs contained and more importantly, to provide clear sight lines to the centrally positioned stand architecture.
As we always endeavour to create an impressive architectural-style pavilion-type structure for NetJets at shows, that is inset from the stands perimeter so it can breathe visually and spatially amongst the visually busy environment of a trade show environment. As the feeling of space is one of life’s luxuries and NetJets is a world leader in providing an ‘unsurpassable luxury’ service.
We designed and created a stand structure that allowed for a mix usage functioning space that consisted of a hostess controlled entrance and point of call reception counter, inviting visitors into a large elevated semi-enclosed lounge area with meeting and conference rooms and a storage area to the rear of the space.
We created the overall stand design layout using our zonal philosophy of visitor interaction and people flow with a tiered approach to where guests would be invited, depending on the nature of their business conversation.
The main structure consisted of a ‘less is more’ minimal and elegant design aesthetic. An architecturally inspired, elevated rectangular form, elevated by low level inset floor lighting to lift this main structure from the contrasting darker surrounding perimeter floor.
A neutral luxury palette of colours and materiality was used and inspired by the NetJets aircraft interiors, however, using more cost effective materials as a temporary exhibition stand. Whilst still giving the impression of a luxury aesthetic.
The large-format reception desk acted as an informal information point where visitors and invited guests would make themselves know to the NetJets staff so they could be invited to the appropriate area of the stand.
The welcome wall to the rear provided an elegantly branded backdrop and housed the audio visual screen that showcased the NetJets services offer and private aviation industry world leader infrastructure capabilities.
To either side of the reception and welcome wall were wide entrances/exits for visitors to traverse up into the elevated lounge space, thus psychologically providing the feeling of being elevated to a higher level and sense of importance on arrival. Thus akin to climb the stairs into a jet aircraft. Portable ramps were also on hand and staff was trained to position accordingly for the welcoming of wheel chair users and meet DDA regulations.
To either side of the entrance/exit points, full height frosted glazing inset into the raised platform floor and ceiling frame structure were specified to provide more privacy to the seated areas, whilst allowing for light going through them into the raised and semi-enclosed lounge space.
The perimeter sides were produced as open frames for accepting the symmetrically positioned custom made double-sided metal frames that had large format graphics panels displayed within. This allowed for the graphics to be changeable and updated, to reflect the according marketing requirement.
Once within the lounge area there was a symmetrical balanced spatial arrangement to either side of the space. With walkways through to the rear area where several private meeting rooms, a larger conference style room, as well as staff workspace and storage room were located. All being efficiently controlled via the front of house reception area.
The elevated lounge space afforded four informal semi-enclosed lounge seating areas with two to either side of the area. The 20th century design classic Le Corbusier comfortable lounge chairs and sofas allowed for more relaxed and visible meetings. Whereas the rear enclosed meeting and conference rooms were set back and less visible, to allow for more serious and private business to take place.
Considered lighting to illuminate the lounge space via the perimeter ceiling fascias and central lighting pelmet with recessed interior style LED light fittings was specified and the warm white colour temperature researched thoroughly. As a clean white ceiling fabric across the ceiling area of the lounge space allowed us to control the light levels and ambience within this luxury inspired lounge space, and prevent unsightly views to the industrial exhibition hall ceiling above and further enhancing the feeling of a luxury space and to detract from the reality of being within an exhibition environment.
To finalise the considered aesthetic, we specified a large-format suspended banner above the stand. This was positioned centrally above the main lounge area structure to give the impression of a grander and taller stand. As well as fundamentally showing all attendees where the NetJets stand was positioned within the large halls and furthermore acting as a significant high level branded advertising feature.
UNLTD_XYZ successfully answered the client’s brief and surpassed their expectations.
Initial feedback at the show was extremely positive from all engaged with, from the client to all of the on-show staff to senior management in attendance. Furthermore, the show organisers and even competitors were complimenting on the design and visual presence of the stand design.
Post-show client feedback provided was extremely positive and helpful to hear that the stand space zonal planning and tiered levels of engagement considerations worked exactly as we had envisaged.
The main request for a considerable visual presence without actually building a large or tall stand also answered the clients briefing requirements and proved to be a cost-effective method of exhibiting.
The sense of luxury and exclusivity within the market of private aviation was communicated perfectly with our design solution.
Guests felt the sense of arrival at a NetJets branded destination and felt very comfortable being hosted within the lounge space.
Our long-term vision of a considered 3D brand language and consistent international visual approach, assures the client’s guests that they had arrived at a NetJets environment.