The Furniture show at the NEC, Birmingham was the first exhibition for Hydeline. The company had only recently been launched, though their knowledge of furniture making was well established. They manufacture sofas for the residential market at a fine quality that belies its price point.
Our brief was to launch the company into a competitive marketplace and educate furniture buyers about the Hydeline product. Another objective was to build relationships with retailers to establish supply channels. Their aim was also to gain important PR, so the design and finish of the stand had to be sufficiently photogenic to go into the glossy magazines and trade publications.
A ‘showroom concept’ was created which allowed for a controlled environment which was divided into different room sets. Visitors were greeted by a large inviting corner entrance that allowed a clear view into the ‘showroom’. A luxurious look and feel was given to the individual spaces on the stand through dark tones and the use of mood lighting. Timber screens allowed vision through the stand, whilst keeping the different zones separate. Product cutaways – sofas cut in half – demonstrated the craftsmanship and the materials contained within. Swatches of half leather hides were arranged on the wall so that people could touch and feel the quality first hand.
The stand demonstrated how successful exhibitions for launching a new product – in this case a new company – into the market. Hydeline are looking to go to more exhibitions, both in the UK and on the continent in the near future.