RESOURCE DISTRIBUTION
Define the number (budget) of hours for design & CD work based on value matrix and project complicity. Same applies for all related resources such as client solution, strategy, sales, estimation personal.
Enable CD's to understand structural design and all related tools
Empower designers to think like strategists.
Have designers create work with detail in mind.
Detailers communicate the work with graphics design
Graphics design communicate the work with GP (graphics production) with ample time.
Facilitate tools for graphics designers to do cross platform work such as 3D and web presentation.
Educate detailers on design needs
Inspire & recognize multi-skilled talents
Have a cross shifting resource studio of individuals that can perform their man tasks and support or aid other job needs if required.
WOW 101 GUIDELINE
Easily defined steps & guidelines to create a strong visual impact and a unique concept.
Map client needs and requirements. Value budget and creative proposition options
Create Architecture mark
Something Unique & different
But relative and relevant
Writing the story we want to tell
Understanding the brand
Layout and flow path
Create Measurable & meaningful experience
PRESENTATION (realistic renders)
Tell the experiential story from start to finish
UNIQUE
DIMENSIONAL Design
Geometry
Colors
Pattern (objects)
LARGE SCALE (image/overhead)
Lighting AV
Interactive ***
Minimal beauty (simple clean)
Material / texture finish
Gravity (upside down or 90 degree)
The 5 senses rule
LIGHT BEAM STRUCTURES (defined with light beams)
Graphics (visual eye perception tricks & 3D fabric print)
Walls, floor & ceiling matching color plate or pattern
TALENT TYPE ACQUISITION
Background is industrial design or architecture.
Cross platform skill sets and design based knowledge.
Understanding and familiarity of 3D design environment is a MUST (not preference)
Manage layout design of all 2D elements
RE-USE OF CUSTOM ELEMENTS & DESIGN
Offer great value at custom price.
Automate creative concepts for use and re-use efficiency
DESIGN 101
Know the client & target audience
Read the floor plans and event flow to mark your points
Location, orientation & ceiling height limits
Past events to understand competition
Client past exhibits
Client inspiration and expectations
Guideline for design:
Read the floor plans and event flow to mark your points
Location, orientation & ceiling height limits
Past events to understand competition
Client past exhibits
Client inspiration and expectations
Guideline for design:
$100/sq. ft = SYSTEM. +
$250/sq. ft = CUSTOM (EDUCATE)
Understand basic pricing . Fabric, re-board, custom etc.
Timeline
Deliverable
DO NOT fall in love with your design ***
HAVE OPEN MIND
Design is very subjective
Timeline
Deliverable
DO NOT fall in love with your design ***
HAVE OPEN MIND
Design is very subjective
CREATIVE 101
Create project narrative and design approach with the story to tell
Scalable user-centric design methodology to create an event environment filled with surprise and delight.
Option One that meets all RFP requirements. Above and better but edge of safe. Sr. Designer version
Option two that is completely out of the box, push beyond & looks un-doable. (Sr. CD work). CD Version
CD learns and understands designer (strengths & weakness and where to improve)
CD offers lead guidance and education
WIN/WIN for creative and client
DEFINE PROJECT PROCESS 101
Sales: Define the goals
Strategy: Define the path
Creative: Identify solutions & Make it possible
Engineering: Confirm the builds
Estimation: Cost
Strategy: Define the path
Creative: Identify solutions & Make it possible
Engineering: Confirm the builds
Estimation: Cost
Understand the objective
What would make it a success
Budget (dictates the outcome)
Brain storm with sales/client
Location
Creative needs...
THEN... figure what resource works wit it best
GRAPHICS & PRODUCTION PROCESS
Communicate best practices between graphics production & design / detail.
Advance lead time
Key GP manager meeting involvement
THE POWER OF THE VISUALS
Like a great story you're trying to tell BUT produced as a bad movie.
EXHIBIT DESIGN by Creative Directors !!!!!!!!!!!
Perfect illustration of why you can’t just hand over exhibit design to agency creative director with no industry background or knowledge in the area of 3D world and architectural structural design and trust that they’ll build something amazing. They don’t know which variables or build would make a good concept work, and you end up with something that looks more conceptual than reality.
Would you agree that building & design exhibit space and delivering visual is like creating architecture space? Engagement, interaction, access, flow, visuals, clarity...
Would you hand over an architecture building concept to a story teller or strategist?
No, you would complement the concept with but not have it lead the creative process.
CREATIVE DRIVEN BUSINESS
Not the other way around. Business driven initiatives will be money focused and lack that empathy sense that comes with visualizing beautiful. It will be delivered from a business perspective.
When creative & design thinking drives the Business, it will be lead by creative to visualize the and delivery the story Perfect illustration of why you can’t just hand over exhibit design to agency creative director with no industry background or know
CREATE PUBLICATION & MAGAZINE
Highlight most recent design
Interview
Inspiration and direction
EMPATHY
The most powerful value you can instill both internal and external. Benefits...
SOCIAL BEHAVIOUR & HUMAN INTERACTION TRIGGERS
New generation events based on Social behaviours and human interaction triggers.
Bring value & ROI using entire space volume (vertical space) and not just measure 2D square footage returns
Create true event focal points & attractions for network
Pavilion like clusters & design grouping for specialized exhibitors & targeted attendees
Spiral round directional layout to control flow
Capture the 5 senses (Umami)
ARCHITECTURAL FORMAT FOR EXPO DESIGN
This is an evolutionary practice that will transform the industry in terms of large exhibit design outlook. It’s already employed in Europe and world expo pavilion events, but rarely used in N. American events. Transforming exhibit space structures into architectural based concepts.
Think volumetric design occupying the floor & air space (3D space)
The 4-wall methodology rule for creating true containment structures within the space or embodying the space
Transforming exhibit space structures into architectural based concepts.
Excitement of declaring a new experience that exceeds the outside
Anticipation of exploring more on the inside...
Starts with educating design & creative directors as well as art directors & 3D designers
Educating the client on trends and benefits
Create a 3D volume (container) space
Directing audience from outside in, instead of open space pointing from inside out
Architectural expression with emissive enclosed environment for 1-1 engagement
Isolate ALL the senses with internal flow (from show floor noise)
Focal structures from outside in (inviting mall) instead of inside out (open mall)
Start with partial solids (front or sides or small square in big space)
Evolve into full enclosure space content with transparent partitions or multiple in/out points
Creating structures using FABRIC or transparent/translucent plexiglass panels
Move into solid wall formations progressively with existing clients and new clients
ALWAYS offer at least 2 options
ELEMENTS that set the booth stand apart:
(1) RAISED FLOORING
(2) VOLUME 3D SPACE in FABRIC/WALLS
(3) CEILING TREATMENT
(4) LED & LIGHTING
(5) UNIQUE ONE TONE COLORS, TEXTURE or WOOD + B/W
(6) 3D SQ. FT. SPACE VOLUME (not just 2D plan), 4-WALL or FABRIC WALLS
(7) MINIMAL (attraction to clean space to focus on the concept from the show noise - black hole)
(8) SCALE and SIZE (massive graphics, 3D print structure, WALLS)
(9) ANGULAR orientation and off-line layout to create visual correctional intrigue & interest
To simply this understanding, think meeting rooms as your exhibit space. You have all the tools, products and documentation to pitch your sale. You want an enclosed space for privacy, security and to isolate the outside noise and keep focus! To achieve that it’s often done in an enclosed space not open room meeting table space.
By containing your environment, you can create a unique expexperines exclusive only to your brand and catered to that specific client. You isolate all the show “noise” from the surrounding events. You are able to focus the message and attention.
Open space concepts are outdated and have been around for decades. They expose all your surprise elements from the outside. Nothing exciting to call you in to explore. The message is diluted within the show floor noise and attractions.
The new approach is to create volumetric space that can display the brand and be accessible from key (2, 3 or 4) entry exit points to dictate the designated experience and client journey. You can separate your brand from the rest. It's about creating a massive ,message for the brand.
Condensed small structures as focal point give away the wall & ceiling space we can be taking advantage of to showcase the brand. A 50x50 space with middle 20’ tower vs a 50x50 space with 16’ walls can have a massive impact by comparison and much more return in terms of brand space. Making your space 3 dimensional vs a 2 dimensional sq. ft. plane space
SCALE: It's a the dominant concept. Visually, when we are looking at architectural building size & distance is relative to exhibition event space and distances. A 20 story architectural building can equate to a 20' exhibit up close. It's about the relativity and scale with detail.
MAXIMIZE THE IDEA & CONCEPTUAL STORY, not the space!. Sacrifice space to deliver the message.
COST & BUDGET go hand in hand with concept and story. SO know your budget to know what design fits that budget from start. It's hard to create a million $ concept impression only to revise it to $250K. Better start with a $250 budget concept which may end up much better than a trimmed down $1M to $250K.
CREATING "LEVERAGE"
How to plant your brand to dominate leverage over competition.
ASSIGN YOUR BEST ASSETS & TALENT to their strengths and best. Appropriate each to their best. If a100 meter race is your best shot to showcase your best you put your best and fastest on the line. If 500 lbs is your goal you but your heaviest and strongest. If you have many players on a team, you position your best players to win you EVERY game.
Lead creative & design initiatives to drive NPD and brand message through marketing and brand experience. Inspire to elevating the overall design studio work into higher standards and presentation levels.