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Mackwell Electronics Ltd – Light + Building

Show: Light + Building, Frankfurt

Background:

Displays was invited to tender for the Mackwell stand at the Light + Building show. Mackwell had been exhibiting for many years, working with their preferred partner, but were open to fresh ideas. After a number of visits we got a real feel of the direction in which the company wanted to move. Further meetings, and subsequent design amendments, moved us through to the final phase of selection; and we were informed that we had been successful in the bid. In years to follow, they have designed and built stands for 2 shows for Mackwell Electronics, Light + Building and also Lux Live.

Brief:

The brief called for a stand that positioned Mackwell as a total lighting technology provider and away from just being a component producer – it would be the first year that Mackwell had exhibited under their new ownership and brand.

The overall feel of the stand was to be minimalistic with discreet lighting and a sympathetic solution
for displaying products, while full consideration was to be given to the re-usability of the elements.

Pitch:

The design proposed, adopted a very corporate style, in keeping with a supplier of high end, quality products. With many visitors expected to be existing customers, strong branding and the avoidance of information overload, would help to emphasise the positioning of the company as a solutions based supplier.

Full advantage was taken of the available height allowed, combined with a predominantly white colour scheme. This would produce a unique and striking exhibit.

Client profile:

The global leader in emergency lighting solutions and lighting technology.
How was the experience for you?
“They understood our deign brief and the concepts they proposed during the tender process immediately grabbed our attention. Their can do approach and willingness to go that extra mile, throughout the process, was crucial in our relationship.”

Mackwell Electronics Exhibition Stand at Light & Build

Mackwell Electronics Exhibition Stand at Light & Build

What were you looking to achieve from the show?

“At the time our company had recently implemented a re-branding program and it was important that the exhibition emphasised both our new corporate look and brand positioning.”

Did the stand meet your expectations?

“They interpreted our requirements into a clean and modern looking stand, with many of our industry partners and visitors commenting on the fresh new look. The feedback was very positive, the general consensus being that it was the best stand we had ever had. The stand was reconfigured, subsequently, for Lux Live at Earls Court, where again we had a super show.”

Kevin McCann – Marketing Manager.

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