The Welsh Government Pavilion at Medica 2018
Award: Best Pavilion – SILVER
Agency: Event Exhibition & Design Ltd
Client: The Welsh Government
Event Name: Medica 2018
Agency Website: event-exhibition.co.uk
The brief was to design and build a truly different feature group stand at Medica 2018, the world’s largest event for the medical sector.
The Client’s aim was:
“To raise awareness of the Welsh Life Sciences sector which is ‘open for business’ and competing on an international stage.”
“To provide an environment within which key decision-makers, potential inward investors and trade delegates can learn more about the sector.”
“Create a suitable environment for Welsh companies to be able to build their brand profiles and secure new business orders.”
“To raise the profile of the Life Sciences Hub Wales amongst target audiences and engage with visitors to the pavilion through one-on-one meetings”
They wanted a stand:
“… which was visually striking; standing out from the crowd, with a modern, hi-tech, quality feel and a strong ‘Wales’ visual branding presence.”
“… to provide a suitable environment in which you and your partners can conduct business meetings with clients; … encouraging footfall, by allowing for a flow of visitors through the stand.”
“… suitable to host business meetings and to host a reception.”
The Welsh Government, the client, was to be joined by 11 co-exhibiting Welsh companies.
We created an entirely new group stand concept where we did away with closely defined individual areas so as to allow for a truly flowing visitor experience.
Correct spatial design and the non-cluttering approach maximised the available usable space for the client and partner exhibitors, thus enabling movement and free sight lines right across the stand.
The stand incorporated a Reception area, Apple-style genius bar, 11 Individual exhibitor zones, Meeting area, Storage facilities and kitchen facilities. It certainly provided a suitable environment for the client and its partners to conduct business meetings as well as allowing a free flow of visitors through the stand.
The design layout was also flexible enough to be reconfigured into a suitable venue to host evening receptions during the event.
Our design was bold and inspiring. Clean lines, contemporary finishes and cohesive branding combined to create a solid, unified and striking presence to capture the visitors.
Creative use of the overall spaces provides real freedom of movement and crucially
the ability to roam freely within these spaces to maximise the potential of a visitor’s
journey onto and through your areas. Crucially this adds to the all-important
amount of touch point opportunities to both your exhibitors and yourselves.
Our open plan design allowed for greater footfall around the entire stand area which meant, that consequently, the client and the exhibitors reaped the benefits of much greater contact with visitors. Utilising this unique design concept most certainly achieved this result.
Our design maximised the exhibitors opportunities putting them first in this respect, all being placed right on the aisle side to maximise their exposure with fantastic graphical signage ability so as to increase their opportunities to engage with visitors and do real business.
Working to Prince2 methodologies, our team of highly experienced exhibition professionals had the knowledge and expertise to effectively deliver all aspects of this project. Senior project managers from our in-house management team were appointed to work alongside the client, providing the lead role from our organisation, ensuring that all requirements were fulfilled and that the key objectives were fully met.
Comprehensive support was provided to the client at each stage in the process, from the initial brief through to design, implementation and evaluation. At the beginning of any contract we take the time to step back and take a full brief so as to make sure we fully understand specific needs. We do this by probing requirements in detail in order that we gain a full understanding of the client’s needs and the exhibiting companies’ actual needs. We then undertake the necessary research, scope the overall work, and by applying our specialist exhibition knowledge and experience address in a pro-active and detailed project managed way the way forward. This ensures that the project is completed in a manner that ensures it is delivered on time, to quality and keeps precisely on budget.
Our controls focus clearly on project delivery and include a detailed project plan and Gantt chart timelines to keep all stages of our projects on track and are instrumental to ensuring the project remains on target and that agreed key milestones are met.
We also liaised with each exhibitor in the language of their choice (be that in Welsh or English), informing them of that which is included within the show package and providing them with options on any other requirements i.e. regarding the design, furniture or equipment requirements. This means being their ‘friend & fixer’ from the beginning of the journey to the exhibition itself, ensuring that they gain the maximum out of their presence and making the process as stress-free as possible.
The client hailed this visually striking and intentionally stand-out-of- the- crowd design as a major success. The exhibiting companies were also extremely pleased with their areas and made good contacts.
The contemporary, hi-tech, quality feel and the strong use of Wales’ black visual branding along with the giant suspended banner feature made maximum use of the 8 metre height available and provided fantastic branding opportunities so ensuring maximum visibility was achieved.
High-level individual feature exhibitor box graphics as well as 6m tall lightbox presentations and a giant LED Video Screen Wall allowed for maximum messaging opportunities.
The client mentioned that they had received very positive feedback from all exhibitors and had also received great comments from other personnel and visitors at the show – all stating wonderful comments about the stand design and look.