Trevor Steels EuroShop 2014 Design Proposal FIT Masters in Exhibition Design
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EDPA euroshop
CONTENTS:
project obectives concept transformative & modular space brand experience programmatic plan hall plan design design intent package
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PROJECT OBJECTIVES: (EXTRACTED FROM PROJECT BRIEF)
The stand will serve as a focal point to identify EDPA at EuroShop and to communicate the value and benefits of EDPA membership. It can be assumed that brand recognition within the European market is low. Therefore, a primary goal is to provide a strong brand presence with this exhibit and associated communication vehicles. Attracting new members, growing existing membership and providing introductions to US based member companies are measurement points for success. The target audience at the show are European designers, builders and producers who are looking to partner with U.S. counterparts in order to serve their customers who have projects in the U.S. Theme ideas for the show should be centered on the notion that EDPA is the one-stopresource for dependable, reliable and talented U.S. based designers, builders and producers. The stand also serves as a home base for visiting EDPA members from abroad. It is a place for them to meet potential customers and colleagues from all over the world. As such, the stand needs to provide a sense of pride in membership. There will be approximately 15 sponsors (EDPA members) that are major contributors to the presence at EuroShop. These companies will need to have special but equal recognition within the stand experience either through graphics, media or other forms of digital content. Examples of who these companies are and the type of work they produce should be displayed. Additionally, we need to communicate the breadth and depth of the association by giving some recognition to the 350+ total membership. Through the years EDPA member companies have become a close-knit community. It is important to note that this almost family-like association with each other, and its combined resources, enhances EDPA’s offering to this market. page 004
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CONCEPT:
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THERE’S NO PLACE LIKE HOME HOME IS WHERE THE HEART IS HOME SWEET HOME HOME BASE YOUR HOME AWAY FROM HOME
Is there anything more comfortable than being home? Using the iconic form of home to create a comfortable yet contemporary environment to meet, network, mingle and educate. The form will also reflect the concept of your organizations brand expressing the strong sense of family among your members and contributors. It will also be a welcoming symbol to potential clients and attendees visiting the event. The concept is to provide individuals with a friendly environment to conduct business regardless of the geographical origins. In a sense what we will be providing our visitors with is a home away from home. So come in and make yourself at home here at EPDA euroshop 2014. page 006
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TRANSFORMATIVE & MODULAR SPACE:
Do we need physical walls to confine us or is creativity enhanced by interaction? I plan to make the argument that no fixed partitions are needed within the space. By utilizing the entire floor plate we can create a more spacious and welcoming environment where clients can interact. However, by utilizing temporary partitions incorporating the theory and design of modular living we can create privacy for clients when need be. The design will reflect the flexibility and functionality of EDPA and it’s many members by being adaptable to the current action occurring at any given moment. Walls and work surfaces will be available or concealed by incorporating hidden elements into the design that would be easily accessible and operational for the booths attendants. In addition, it is important to examine the idea of communal space and how it can create a more welcoming environment and encourage creative participation through it’s users. page 009
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BRAND EXPERIENCE:
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PRE-SHOW: Previous to EuroShop, desired guests will be sent a digital invitation informing them of EDPA’s presence in Dusseldorf. The invitation will be sent via e-mail prompting the user to click the included link that will automatically direct the guest to short animation located on the EDPA home site. The animation will depict a simple yet playful 2D clip of line figures of the EDPA family construction our “HOME”. The animation will be the first introduction of our concept tagline “EDPA EuroShop 2014, your home away from home”. page 011
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POST-SHOW: While visiting the EDPA booth at Euroshop, attendees will be given a complimentary set of wooden home figures. The simple wooden houses will convey the concept of welcoming visitors to your large yet close knit family. In addition, they will be a reminder to visitors that regardless of their location that they will always have a home among your many members and contributors. The house figure will also be sent to members who were unable to attend Euroshop reminding them that your organizations roof spans further than the eyes can see. page 012
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events geschech experience erfa environments um
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MEMBER RECOGNITION: As requested, I have called out graphic attention to your new brand key words. Events, experience, and environments will be printed with the German translation so visitors have a clear grasp of the key functions your members can assist in when approached for design work. Every member will be recognized in this graphic form that would be printed on the interior structure. The concept is that each individual name would be part of a pattern that from a distance read as a whole. However upon closer examination, visitors would see that it is a component of parts much like your organization that creates this form. page 014
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PROGRAMMATIC PLAN: The design scheme has been broken into four main components to meet all of the requirements stated from the project brief. The design allows for visually distinct zones while maintaining an open floor plan. The zones are also adaptable for the function occurring and allow for transformable options creating a variation of spatial experiences for your visitors. 1: The Dinning Room
Zone one allows for visitors to engage with each other in a communal meeting space allowing for conversation and creative collaboration to occur. 2: The Kitchen
Zone two provides a platform of physical and digital information for visitors to obtain pertaining to the booths participants in what I’m calling the contributors library. The zone will also house all of the required administrative requirements including the kitchenette and storage areas. 3: The Den
Zone three is an additional seating area that provides multi functional use depending on the current activity taking place at that given time. 4: The Living Room
Like three, Zone four is multi functional space that can be transformed by the staff to fit the required function at any given time.
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HALL PLAN: • • •
Stand # 9F42 Booth space: 6m x 7m (42 square meters total) Maximum height: 5m
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DESIGN:
Using the iconic form of the house, EDPA should have a clear presence on the exhibition floor in hall 09. The booth would be constructed using a standard aluminum extrusion frame system for the structure and then wrapped in tension fabric printed with the brand identity. The EDPA logo would take the place of windows while suggestion additional form to the minimal exterior. A dynamic slice would take place of the conventional door allowing for guest approaching from each direction to have clear visual access to the booth interior. In addition, the branding words and member recognition would be printed on the interior walls allowing for direct visual access from individuals walking by. The form would be partial covered allowing for booth visitors to have the warm sense of enclosure and comfort while not feeling confined. To achieve this feel I have removed part of the pitch ceiling allowing for visual access above in the communal meeting space while maintaining the enclosed roof above the more private programmatic areas in the booths interior. Upon entering visitors are greeted with the contributor’s bar. The library would house hardcopy and electronic information in which visitors could use to obtain more information pertaining to this years contributor’s. page 019
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FUNCTIONAL YET FLEXIBLE:
Within the interior I have designed areas that serve multi-functional programmatic applications depending on the visitors needs. The back bleacher seating house a pull out desk and chairs that are easily operational for the staff members to adjust depending on the event that needs to occur at any given moment. In addition, a fabric partition is available creating a visual barrier for those big client negotiations. The partition uses a pin lock system that is easily inserted into the floor. The idea is to create a series of transformative spaces for visitors to experience. page 022
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One main additional functional of the transformable spaces create is the effect and purpose they have for creating various experiences for visitors. Each scheme utilizes its surround to create a transformative and interactive environment. The main wall serves as a projection surface for a interactive touch screen info graphic that aids in presentations by company representatives. The surface serves as well as being a visual aid in signing potential clients when the area is partitioned from the main space. Finally, the interactive wall also encourages visitors to participate by using it as a tool to inform themselves of EDPA’s many members. page 023
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INTERACTIVE INFORMATION WALL: VISITOR PARTICIPATION The Interactive Info Graphics would project on the wall surface using kinect technology allowing for visitor participation. The graphic would serve as a geographical service locator as well a member directory. The screen would cue with the EDPA logo that appears to be a printed image. When touched the graphic would transition a white screen and then zoom in on a global view of active participants. From here, Guests could touch countries, States, and even specific names of company employees before being directed to the member profiles.
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Jeff Provost
Executive Director Exhibit Designers & Producers Association “EDPA’s purpose is to provide education, leadership and networking for the advancement of its members and the exhibition industry”.
MEMBER PROFILE: When locating an individual on the touch projection interface, they would be given a quick glimpse at the specific member and information of their relationship to EDPA. The idea is to create a one to one relationship of delivering information to visitors.
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DESIGN INTENT PACKAGE: Included in the design intent package is a basic set of design documents detailing the preliminary proposed structure. Hatched lines indicated the transformative function mentioned in the previous pages.
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BOOTH PLAN
SCALE: 1/4” = 1’-0”
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EXTERIOR ELEVATION SCALE: 1/4” = 1’-0”
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contributors: Coastal International Exhibit Services
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3D Exhibits
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J.C. Rose & Associates Inc.
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Group Delphi
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Moss Inc.
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Zenith Exhibits Inc.
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EXHIBITOR Media Group
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BoothSeal
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Eagle Management
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Star Exhibits
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Octanorm
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Fabric Images
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TWI Global
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PRG
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CORT Exhibit House Furnishings
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INTERIOR ELEVATION SCALE: 1/4” = 1’-0”
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SECTION:
ELEVATION:
PLAN:
STORAGE & KITCHEN CASEWORK:
The proposed casework for the storage area is to be constructed of OSB Board. A common material associated with construction and the framework of home. The storage area will have two sliding doors concealing its interior. Within the storage area there will a clothing rack as well as additional shelving. To save on weight and shipping costs this structure may be partially constructed of fabric with the printed texture. page 031
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CONTRIBUTORS LIBRARY STAND: SECTION:
The Library stand is to be constructed of OSB as well. Indicated surfaces are to be painted matte black.
ELEVATION:
PLAN
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Trevor Steels EuroShop 2014 Design Proposal FIT Masters in Exhibition Design
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