DSEI is the world’s largest gathering of the defence and security community and was able to go ahead in September 2021 with some Covid restrictions in place. The event was held at London’s Excel and we were fortunate to be selected by Thales to create a show stopping stand for them.
Challenge:
- Represent the Thales brand and showcase the different business units in 5 clearly defined zones across the stand
- Optimising the space was key, keeping an open stand where the full space can be viewed, but where visitors are taken on a journey throughout
- Adhering to all covid measures and risk assessments in place for a safe and effective show
Approach
- Multiple scenarios were worked through to ensure the required numbers of people could be accommodated on the stand while adhering to the regulations in place
- Thales branding was placed both high, for visibility across the hall, and at low level, for photo opportunities and brand reinforcement on stand
- The stand was designed at a 45 degree angle to create the biggest impact when entering the hall. Light barriers featured around the open sides to guide visitors to the reception desk. Preventing overcrowding of the stand and ensuring visitors take in the full brand journey
- The floor coverings were designed in areas to build an open path throughout the stand, the colour change in the floor led people on the brand story to each zone without feeling hemmed in. The colour change also provided a visual barrier to keep space between the groups and presenters
- Mixing on screen video presentations with live presenters allowed for better spacing out of visitors and hosts
- The VIP hospitality section at the end was designed to feel like an oasis away from the main stand. Additional brand colours were used to keep the styling in line but differentiated the space.
Results
- Created a path through a 532sqm square stand that gave individual identity to each demonstration zone, while keeping the brand feel strong throughout
- Suspended banners created a full visual overview from any approach across the venue to highlight the brand
- Created a feeling of openness and freedom of movement while adhering to the social distancing regulations and taking visitors on the specific brand journey through the stand
- “Delivered a very high standard, well designed, well-built and well executed stand for us at DSEI 2021. The design proved paramount to the customer flow and journey, we received only good comments on this.” Thales Project Manager Exhibitions and Events
- “We have had many compliments about the relevance of the content, the clarity of the messages and the unobtrusiveness of the arrangements. WELL DONE, AND THANK YOU ALL!” Thales UK CEO
