Many times, when developing a new exhibition stand, people focus their attention on the structure and design, thinking of the stand’s communication strength as secondary. Thus, priority is often given to architectural features and not to the communicative potential of an exhibition stand.In Remor, we always prioritize the communication in an exhibition stand, and the case of COMETFER’s fair booth is a valid example.
COMETFER attended the Made In Steel fair held in Milan between May 14 and May 16, 2019. The company asked Remor srl to take care of their booth. The first thing we did when designing their exhibition stand was to think how to better convey COMETFER’s communication and the key concepts they wanted to highlight.
To decide the type of communication needed by the company, we focused on two main points:
- We analyzed the company’s current situation: COMETFER is among the leaders in recycling services of ferrous materials, recovery of scrap metal and industrial waste in the environment and country regulations. This was the company’s first attendance to Made in Steel.
- COMETFER’s goal in attending this fair: looking for suppliers and not for clients. The company was trying to obtain new suppliers as many attendees of Made in Steel are firms generating metal scraps.
We decided to stress the competitive advantage that COMETFER would have brought over other scrap dealers (for example, COMETFER works with a wide range of metals and not merely one or few).
Then, we studied the structure thinking on what would attract the visitors’ attention when passing by the stand:
The company’s logo had to be visible and at the center of attention, so we developed a central 3D wall with a big representation of the logo and the chemical symbols of the materials COMETFER works with. The partition was not a solid wall, meaning it had a see-through effect that allowed for privacy during private meetings as well as it offered an open and wide space inside the exhibition stand.
- The Company.
At the center of the booth, we decided to place a big cube decorated on three sides with digital printings representing the company’s history and its production capacities. The internal part of this cube was a storage closet, offering COMETFER a large storage opportunity.
- Processed metals.
It was important to communicate the type of materials COMETFER can recycle, given that the capability to process a wide range of metals is one of the company’s competitive advantage. We produced six large double-sided totems with a big visual impression. The photos showing each side were printed directly on brushed aluminum panels, to give a true metal effect.
Once the structure was designed, we used the graphics and photos created by Studio Italia Tech Srl.
Then we started the final production of this exhibition stand: digital printing, decorations, building of the structure, electrical systems and then we installed it in Fiera Milano Rho. After Made In Steel came to an end, we disassembled and delivered all the pieces to COMETFER, ready to be used in the next fair trade. This exhibition stand was designed and built embedding the full concept of recycle: no parts were thrown away, and everything can be used again and again for the next events, only updating the graphics when needed.
As always, we focused also on the simplicity of transportation of the product. The entire booth can be transported in an Iveco Daily driven by a person with “level B” driver’s license.
We would like to thank COMETFER for their trust in this first collaboration together.
We also thank Studio Italia Tech Srl for being amazing professionals and for the quality of their work.