De Montfort University
standing out in a crowd.
3m x 3m
shell scheme turned into a coffee shop that drew crowds.
the context
Time and again, DMU Corporate had exhibited at HR and continuing professional development events, only to feel it hadn’t made the impact it could. Interest was hard to drum up and the team’s enthusiasm was flagging.
the challenge
DMU Corporate knew the way it delivered its programmes was valuably different: flexible, unstuffy, human and practical. The question was how to show that on a stand, and use it to draw people in.
what we did
Together we agreed the stand needed something people could actually engage with. The idea came from how the team already worked with clients: talking through challenges over a coffee. Rather than send visitors off to the break-out areas, we designed a welcoming, trendy coffee shop inside a 3m x 3m shell scheme.
the results.
- show-stopper photographed and talked about even during construction
- best in show the stand was tipped as best in the show
- kept stored for future shows, not thrown away
Other exhibitors said they were going to copy the idea for their next shows.
We were overwhelmed by visitors to the stand. It had amazing stand out along a row of conventional shell schemes. Some of the other companies were saying they were going to copy the idea for their next shows.
Jan Worth, Business Development Manager, Faculty of Business and Law, De Montfort University
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