EXPO DESIGN ANALYSIS REPORT ANNISA DYAH LAZUARDINI MAULITTA CININTYA IASHA ULFA RIFANNY
IIMS is a car show that had a total of visitors has increased each year from as many as 180,000 visitors in 2003 to 380,000 visitors in 2014. Surely IIMS become an event that is perfect for automakers to showcase and introduce their products to a wide audience.
Through the theme, exhibitors are expected to Contribute to introduce a smart way of transport to use technologies and integrated systems that are associated with vehicle infrastructure, the which the riders will create awareness of mobility safer, more intelligent, and efficient, will ultimately Achieve a better environment , and convenient for all parties.
INDOOR EXHIBITION’S DESIGN The indoor area is divided into two types of designation: semi-permanent area for selling vehicle and permanent area for celling vehicle
Significant difference between indoor and outdoor areas is lighting. The indoor area benefited by the absence of natural light coming in, so the design can be raised the play of light to produce a dramatic effect on the products shown.
Hall permanen Hall semi permanen
INDOOR EXHIBITION’S DESIGN EXHIBITOR Branding product Building image Selling product
ARCHITECTS
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TEMA SETIAP BOOTH -
VISITOR Buy Take a look for the next product they want to but
who we are
Each of exhibitors have to introduce and show off their products. This makes each booth have their own themes that bring their product’s character Emphasis character through theme carried out through the use of color, materials, and other elements such as background images
WARNA Color most often appear on the exhibition booth:
Commonly used colors are neutral colors like black, white, and gray. These colors are used because it has a character that is not too prominent so that the products displayed more vocal than the background
In addition, there are some booth that use the logo’s color as their booth theme
The black color is widely used by the booths to show the elegant, elite, symbolizes the power and majesty character of the product to the visitor.
White color which has a simple character and tends to accentuate the object is placed on top is the most widely used as the theme color of the booth. The use of color is particularly advantageous if the exhibitor wants the objects on display are prominent.
Blue and red usualy compotitioned with other colors as warna pendukung. Both are shown as color theme that reflect product’s logo color.
MATERIAL
The materials used in products intended to display the image of the product so i t c a n b e delivered to the visitor.
Catalog of material character that usualy used in IIMS
Nature material such wood and rock give an image od off-roead product
Glosy material provides exclusive effect on the product, especially if coupled by a light that is reflected off the material perukaan.
Non glosy material highlight the product that displayed on it
GAMBAR
One of many ways that usualy found to communicate the theme fit to products character is through backgound picture that capable to representing the product. In this picture the character radiates toughness and ability to drive a car at the site of the rocky and uneven. The impression is reinforced by the base made to resemble rocks
Catalog of background picture usualy found in IIMS
Background of city view is used for city car products
Background of natural scenes are used for off-‐road products
HOW TO CATCH ATTENTION Large size nameplate is helpful to make visitors aware of the presence of the booth.
LOGO BOARD SIZE& ITS PLACEMENT
For indoor area atmosphere is different with an outdoor area atmosphere where the booths in the indoor area has no vertical barrier so the setting of lighting and logo boards are very important for the promo event to give a limiting area of vision at each booth in indoor area.
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MIX MEDIA: BIG SCREEN
The application of light on any posts booth name can reinforce and attract the attention of visitors. The game is very light in accordance with the context locations (indoors) so that the light is more visible.
Big screen with moving images is also a good visitor attention’s catcher
LAYOUT Terdapat dua layout tipikal dalam pembagian ruang setiap booth. Ruang biasanya dibagi menjadi dua yaitu area display produk dan area lounge yang bisa diperuntukan untuk transaksi area.
Yang membedakan kedua layout adalah yang satu membagi ruang dengan perbedaan level dan yang lain membagi dengan depan-belakang diukur dari area sirkulasi
additional
SHOW OFF THE NEW PRODUCTS
STAGE
LIGHTING
MATERIAL & COLOR DIFFERENCE
TECHNOLOGY
STAGE Level difference method is effectively used to reinforce a product that is put on it
PEMBATAS VERTIKAL Vertical Limit is used to reinforce the boundary
LIGHTING
Lighting around new products is also reinforce it than others
Material and color difference Material or color differences caused the contrast between the product and other products.
TECHNOLOGY Some booth using different ways to display products highlighted
Using a base that can move and cause the car spin
IIMS THEME : save and smart mobility The major themes that was raised by the IIMS, namely “′save and smart mobility“′. For some booth, theme approach was done by providing a means of education and information about the technology as well as the safety. One of the approachment was by installing installation or educational booth. One of the installation is about what a car consist of. The installation was an installation of car pieces that was blown in axonometric projection. The installation display is supported by a stage, glass walls, and lighting. While the education booth supported by images, LCD screen, desk, and seats.
21
truck & bus
15 main circulation
OUTDOOR DISPLAY
14 12 high-end
11
5 6
3 7
other attracti on
2 8
 Introduction There are three type of booth; truck & bus, high-end vehicles, and other attraction (not selling vehicles). These booth facades mostly oriented to main circulation (red carpet) so they still can get sightseeing-intended visitors, because most of the products are segmented (company truck & bus).
1 9 10 orientation
10
EXHIBITOR
OUTDOOR: HIGH-END
To display newest collection, giving high class service, massive number of visitor, wide range of visitor type
Located nearest main entrance, these booths show their high level of products; high-end vehicle. BMW and MINI are from one same company, but they have opposing character. These different character reflected on their booth display.
BMW
MINI
total area: +750m2 floor to ceiling: +7m
total area: +450m2 floor to ceiling: +7m STANDING DISPLAY
INTERACTIVE DISPLAY
+20 m
+30 m
SITTING LOUNGE KIDS ZONE MINI BMW ENTRANCE RECEPTION LEVEL 2 Mini bar and lounge for buyer
+25 m vehicle product special display accessories visitor service
MINI CAFÉ
MERCHANDISE
DESIGNER Being general with classy ambient, spacious room quality, flowing circulation, exposing highlighted products
VISITOR Automotive enthusiast: To know the newest design and technology Buyer: to know the products in detail Sightseeing: to know the products and taking photos
OUTDOOR: HIGH-END BMW
ELEGANT BRIGHT SPACIOUS FOCUSING ON CARS
AMBIENT
MINI
SPIRIT OF YOUNG SPORTY CONTRAST COLLECTIBLE ITEMS
OUTDOOR: HIGH-END FEATURES
BMW Favorite selfie spot: outdoor display with backdrop
Another photo spot: MINI cafÍéúć with a sculpture
ATTRACTOR BMW miniatures for kids Other displays are mostly about information of detail parts and accessories customisation
MINI
TARGET MARKET
That flying car really catch the attention of visitors who just come in from the gate
Collectible colourful merchandise combined with typographic display to steal young adult attention The users tends to concern about the experience when using the car, so the exhibitor installed driving playlist with the car’s audio setting
OUTDOOR: BUS & TRUCK Most of the outdoor booth are for bus & truck. Main reason is the products are big, tall, and bulky so they cannot be displayed indoor. The main target is for company/individual business, but because they are located alongside the main circulation, they can possibly accessed by general visitors, so they should make something that can attract the general market too.
GENERAL LAYOUT
EXHIBITOR To display the products, inform specification, showing off the technology
DESIGNER Comfortable for buyer to talk about details, but can also be attractive because the orientation is red carpet
VISITOR Company/Individual business (buyer): To know the specification Automotive Enthusiast: to see details of the engine technology Sightseeing: to see and do while strolling around the main circulation
OUTDOOR: HIGH-END FEATURES Using trick art to display their product attract people to take photos there and look around the stand
To attract buyer and automotive enthusiast, the engine displayed so people can know its specification
LEGO miniatures of the products being photogenic objects
Isuzu booth is using red carpet to direct people from main circulation to its booth
Trucks modified into a food & beverages stall attract people to come
OUTDOOR: HIGH-END AMBIENT
Combining white with their brands colour.
VISITOR FACILITIES There are three type of booth; truck & bus, high-end vehicles, and other attraction (not selling vehicles). These booth facades mostly oriented to main circulation (red carpet) so they still can get sightseeing-intended visitors, because most of the products are segmented (company truck & bus). food & beverage information center & facilities rental toilet praying room supporting facilities Toilets are located near hall entrance, with approximately 70 m distance F&B 1 big food hall, 3-4 stalls per approx. 70 m Supporting facilities located near entrance gate and accessible from the main circulation There are two praying room for moslems. First aid rooms are located near exit gate to make it easily accessed from ambulance and cars.
EXHIBITOR To facilitate visitors so they can stay much longer in the expo, to have more income from booth rent costs
DESIGNER Easy-access food & beverage stalls, finelocated food hall to centralize main course menus
VISITOR Impulsive buy for beverages, to have lunch or dinner before or after strolling around the expo
FACILITIES: FOOD&BEVERAGES There is 1 big food hall located near main entrance, accommodate around 300 seats. In corridors beside indoor halls there are stalls of fast food, snacks, and beverages, divided into 3-4 stalls per 70 meters.
FACILITIES: INFORMATION There are touchscreen sitemaps near entrance gate to give direction for visitors who just come in or want to know some exact locations.
CONCLUSION
EXPO literally means collection of things for public display. Its main purpose is only as a media to show products; the intention of trade is just additional point. The most important thing is how the exhibitors product display communicated to visitors by the expo design. EXHIBITOR, DESIGNER, and VISITOR are three reciprocal subjects in an expo. Designer should connect exhibitor and visitor by the layout of the expo, the overall design schemes, and circulation. Exhibitor have their own purposes, and might be very diverse that designer should consider those before arranging the layout of booth and circulation. Visitors also have their own intention of coming and are from various background, which affects the consideration of overall design guidelines.