We were contracted by Epson UK for the third consecutive year to provide a full turnkey solution to design, manage and deliver an innovative bespoke exhibition stand for their 16.5m x 7m space at the BETT Show in January 2016.

Held annually at ExCel, BETT is the world’s largest education technology event attended by over 34,500 educators and decision makers from 138 countries.

The island stand needed to have good visibility and accessibility from all sides, providing an open layout to create opportunities to cross-sell across the Epson product range.

To attract new customers as well as build on existing relationships the key objectives were to provide a European platform for the launch of PaperCut, maintain Epson’s position as No.1 world leader in projectors and position the company as the premier education solutions partner within a highly competitive market.

Standing out at the show is tough and given the event and visitor-type Epson were keen to be more playful and creative with the 2016 stand design, incorporating their highly visual Go Green messaging, whilst retaining their brand values and professional identity.

Picket fences, fluffy clouds, grazing sheep and AstroTurf! All housed within an inviting and fully open space framed by impactful 4m pillars around the perimeter with an impressive floating roof design that provided the necessary ceiling support and shelter from the venue lighting.

With so many products to display across the projection, print and scan range as well as concise messaging for the Go Green & Save, Go Green & Share and Go Green & Grow areas, the challenge was to design a functional exhibition stand with sufficient space dedicated to each product and zone focus. Moving away from the standard banks of printers, products were displayed on horseshoe shaped units enabling the sales team to greet visitors in a 360° fashion and conduct demonstrations from inside the spaces. This resulted in more successful face-to-face interactions.

Projection heights, throw distances and varying screen sizes all had to be meticulously considered in order to technically achieve the conceptual design. It was also important that we got the balance right between incorporating focussed show lighting for the printer displays whilst avoiding too much light interference with the projected imagery.

With all products fully powered and configured via a dedicated secure network ensuring reliable internet access, the sizeable store room provided a home for the hub of technical behind-the-scenes activity as well as a secure space for the thirty staff to store their belongings and grab a well-deserved refreshment and break between shifts.

Imagery, branding, key messaging and product specifications adorned every available space from the ground up to the top tier signage. Each item designed with a bold ‘less is more’ approach that worked well in focussing the visual communication of the stand.

Working closely with Epson technical specialists to cover the needs of the different business units, a number of different plans and elevations were necessary to achieve the above extensive requirement.In addition we created all CAD drawings and supportive documents necessary for the build, rigging, structural signoff and health and safety elements as standard.

A team of skilled professionals moved into ExCel to conduct the 4-day build and product installation.

Joined by the Epson technical team on the final day, all parties involved worked towards the collective goal of getting the stand set up and on standby by for the thousands of visitors that would flock to the showcase stand across the 4-day event.

On viewing the stand in its correct context, the keen eyes of the marketing department spotted some further opportunities for graphics which were created, printed and sped to site in record time for inclusion and the stand was complete.

With the lead capture app they have come to rely upon at their fingertips gathering contact details and follow-up requirements, Epson worked the stand and had the highest number of meaningful interactions gathered at BETT to date at what has become their largest event in the calendar.