Title	PETER SCHMIDT GROUP FAIR STAND AT EUROSHOP 2017
Brand	PETER SCHMIDT GROUP
Product/Service	ARCHITECTURAL SERVICES
Category	D07. Trade Stands
Entrant	PETER SCHMIDT GROUP Hamburg, GERMANY
Idea Creation	PETER SCHMIDT GROUP Hamburg, GERMANY
Production	PETER SCHMIDT GROUP Hamburg, GERMANY

Name	Company	Position
Steven Cichon	Peter Schmidt Group	Director Brand Spaces
Dorothee Mainka	Peter Schmidt Group	Interior Designer
Sonja Wegner	Peter Schmidt Group	Senior Designer
Sophia Boddin	Peter Schmidt Group	Designer
Joshua von Hofen	Peter Schmidt Group	Designer
Sabrina Preissl	Peter Schmidt Group	Interactive Designer

The Campaign

Small booth, small budget, but severe competition – it was a must for our stand to be, well, smashing. So we took that literally and designed an exhibit around the motto, “We’re smashing!” On the one hand, this statement expresses our self-perception as a company that brings projects to the streets for clients of all sizes, all over the world. And on the other hand it gave us the perfect opportunity to make some noise – and what makes more boom than a cannon? That’s how our leitmotif was born. The booth’s colours, patterns and components reflected a mixture of the Memphis school of the 1980s and a conventional circus aesthetic – two flamboyant looks that are back in style and still capable of capturing people’s attention.

Creative Execution

The central component of our booth was a huge popcorn cannon pointed straight at visitors in the exhibition hall – an eye-catcher that referred to our motto and epitomized the desired multi-sensory experience within the constructed space. The surfaces of the booth were made of maritime pine. Turquoise-and-black stripes with big yellow accents imparted a feeling of circus tents and Memphis style. A little safe haven where people could retreat to chat, watch entertaining project presentations on two synchronised screens, peruse brochures and grab a bag of popcorn, all tied in with the central design theme of the stand and provided opportunities for us to engage visitors in conversation.

Indication of how successful the outcome was in the market

The result was a trend-conscious, colourful environment that awakened our guests’ curiosity, broke the ice for enlightening dialogue and anchored the agency in the audience’s memory. Over the course of the trade fair, our exhibit with the popcorn cannon was one of the most-often photographed booths, appearing frequently on Instagram. What’s more, we collected more than 200 client contacts. We also made our industrial and interior designers famous throughout Europe thanks to published articles and mentions in design blogs as well as renowned architecture magazines.

The EuroShop fair is where retail clients go to find agencies and service providers who know the best ways to present brands in three dimensions. To attract potential clients, our booth needed to set itself apart from the other 2,300-plus exhibitors at the fair – preferably by appealing to all the senses with a clear, bold statement, a surprising eye-catcher visible from afar, and tastes and smells that invoked positive associations. We wanted the specialists in the trade audience to stop in their tracks, pull out their cameras and share their photos with others. Our goal was to call attention to ourselves not just at the trade fair but on social media as well.