The Trends In Exhibition Design

It has been an exciting journey so far. Now as we gear up for the next exhibition season, I decided to look back and study a few emerging trends in the Exhibition Industry.

2010-11 is going to be a time to watch out for; as we are steadily emerging from the global financial crisis and, as a result, we can expect to see a new standard of design trends rising up.What we predominantly see is a mix of old and new, resembling a modern-vintage look. Futuristic has a new definition, and becomes synonymous to sustainability and stability.

Introducing 2010 exhibition trends:

The Curves are Back

Curves, linear-wave shapes, and other complex shapes are being used to add interest and movement to exhibition stands.

Hyundai, Auto Expo 2010

DLSI (Mahindra Defemce Systems), Def Expo 2010

Graphics are also using shapes as part of the design. Graphics are now focusing on a single message and are becoming a large part of the exhibition stand. The latest worldwide trend in graphics is to take advantage of the new printing processes and turn walls into a full graphic that attracts attention.

(Harley Davidson at Auto Expo 2010)

The Green Wash

Whether it is a company making bathroom tiles, automobiles or petroleum products, each one wants to showcase their endeavors towards going green.

Even entire shows/expos hold the central theme pertaining to the green aspect. For eg the ongoing World Expo at Shanghai revolves around 'Better Cities, Better Life"; the Petrotech 2010 scheduled for October is promoting 'Global Energy Equilibrium'

India Pavilion, World Expo 2010.

The Dome inspired by the Sanchi Stupa has real grass masking and solar panels.

Hyundai, Auto Expo 2010

(The Grass Wall)

Ashok Leyland, Auto Expo 2010

(landscaping)

Interactive Spaces

It can range from small touch screen units to humongous plasma screen walls to dedicated areas for infotainments like puppet shows, mime arts, gaming zones, street play etc.

Such an approach enhances footfall, visitor involvement and thus brand retention.

Gaming Zone at the HPCL Booth, Petrotech

The main objective is to open the eyes of visitors and awake their emotions, to touch them with lasting effect. As well as to provide for clearly structured information, to let them take away vivid images that will rest in their minds.

Materials

While Wood and Metal are inseparable from the industry, the new addition is Fabric. It is a material of choice of the modern exhibitor.

India Pavilion at LAAD, Brazil-The remarkable fabric fascia.

It is light weight, and can be moulded to creat eye catching shapes. It can be used as an accent or to construct entire stalls.

The latest trend with fabric is the use of translucent/perforated fabric to display full wall graphics. Fabric can define the space as the part of the branding for the exhibition stand, while maintaining the open, airy feeling of space, so that attendees do not feel enclosed within the exhibit

Colours

The latest colour trend is to mix conservative colours, such as black, gray, and tan, with vibrant colour accents. Although pallets inspired from corporate colors work the best.Using colour in lighting is also a popular trend. (Right Image:Germany Pavilion at Auto Expo 2010)

image courtesy: www.pavilionsinteriors.com

The Luxe Affair Continues

Whilst I was striding by a LV store at The Taj, Mumbai, I noticed these two young ladies clad in black burkhas, drooling at a backlit Louis Vuitton poster of a semi-nude female holding firey red LV bags. It was quite an offbeat sight. Not the window-shopping part. But the contrast between the icons in real and on the print ad.

I just couldn’t stop myself from capturing the visual then and there. But the moment I took out my SLR and started composing my frame, the ladies spotted me and were more than happy ‘posing’ for me. They probably assumed that I was a newspaper reporter.

India is a very new market. Despite the immaturity of the luxury segment in India, there are already clear trends developing – particularly in the penetration rates of luxury brands into the men’s and women’s sectors.Yes, that’s exactly the word, penetration. An owner of a multi-brand luxury retail stores in (my ex-boss) India confidently states 'Luxury seems a mirage today, shall become an epidemic tomorrow.'

The luxury goods market in India is one of the world’s most diverse and exciting. You cannot walk down the high streets of metros, without spotting an LV, Gucci or Dior amongst others. And the catch is the variety of people sporting the same brand ranges from a rich-fat-diamond-bathed aunty in a bling salwar-kammez, a classy professional, a chic stylish rich spoilt brat, to the above mentioned boorkha clad ladies.

"This is what I find remarkable about Americans- they believe that if you buy the right clothes you will be accepted by the right people, regardless of where you come from. It is quite touching, really. I don't know if I believe that. But I suppose it's a good thing because it keeps the fashion business going."

Suzy Menkes, leading fashion commentator, in the New Yorker, 2003

India ain't much different.Whilst the love affair with luxury amongst the elite has been on for a while now, the new emerging affluent can’t cease its lust for luxe either!