After a successful premiere at Panorama in January 2013, COORDINATION was commissioned to design the Roy Robson stand for the summer event in July 2013. This time the target was to present the new collection in a well-considered high-quality setting – not always common for trade fair stands – and to clearly set the brand apart from the competition both visually and atmospherically.
The result is a detail-driven design typical for COORDINATION: a combination of high-quality retail aesthetic, subtle communication dynamics, concisely fresh composition and last, but certainly not least, visual clarity. An eye-catching oversized billboard attracted the visitor’s attention immediately upon entering the hall. The billboard was continually updated by applying new posters throughout the event. This feature was integrated as a dynamic visual communication tool at the center of the six-meter-high back wall. Display frames in fresh yellow grab the visitor’s attention as they hang over the whole height and width of the rear wall on two levels – providing the perfect place for visual merchandising. On the lower level they hold the clothing rails for the featured collection.
A matte floor with yellow road markings gives the distinct appearance of a sidewalk, which adds to the concept of a welcoming street scape in an abstract graphic manner. The high-quality display furniture in petrol blue and walnut previously used at the premiere in January was accompanied by new yellow powder-coated reinforced steel fixtures. Guests could take a break seated in front of an old Volkswagen bus positioned in the middle of the setting and refresh themselves with beverages and frozen yogurt.
With the evolution of the Roy Robson stand at Panorama in July 2013, COORDINATION created a high-grade presentation and meeting environment which left an impression through its thoughtfully selected composition and materials.
