Blend: Exhibitory/Organics

The Exhibitory:Organics edition BLEND

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CONTENT P6

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The definitions and meanings behind these terms in tension fabric.

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A look at curvature in design.

Rental, Meet Custom Fitting good design into a small budget.

Facets & Saddling

Beyond Linear

P14 5 Reasons

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Why curves in design aren’t going out of style.

Defying Gravity

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A look at the gravity-defying fabric within the Intralot London Iconic Pavilion.

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Redefining Overhead Trends in overhead design that are changing spatial design.

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Textiles in Marketing Using the Dressing Your Brand approach within branded environments.

Small Thinking, Big Ideas

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Adding personality to inline spaces in a big way.

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Curves take on the WORLD

Fluid lines, rich graphics and high visibility redefine the show flow experience in Saudi Arabia.

According to Trade Shows from One Country to the Next, by Larry Kulchawik, “The number of meetings in the Middle East has tripled in the last decade�. This expansion has opened many doors for the integration of new materials, solutions and partnerships, including the integration of tension fabric. While common place in the U.S., tension fabric is a lesser utilized solution in the Middle Eastern market and sparks a lot of buzz when realized in high profile environments.

When exhibition house, D-Concept, in Saudi Arabia was looking for a partner who would take an environment to the next level for the 2014 A.D.A. (Arriyadh Development Authority) exhibition in Ryiadh, Saudi Arabai, it was Fabric Images Europe who took on the opportunity, expanding their presence and the use of tension fabric within this young market.

The partnership allowed FI Europe to design

the entire 100 square foot environment, including all of the displays and mock-ups.

The design was elected for its high impact, which included great visibility from every corner of the hall, large communication areas and adequate open space for displays and attendees.

Adding fluidity within the design was a series of curving tension fabric elements. This included all of the main walls as well as the

arching headers, each of which spanned over 135 feet in length. The massive surfaces afforded the opportunity for highquality brand messaging encompassing both the exterior and interior of the space.

The curvatures helped to guide attendees through the space and offered a calm environment, while enhanced by the purity of white surfaces and brightness of accent colors and graphics.

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BEYOND LINEAR Writer of the story Allison Pocewicz

As design and expectations morph with current trends, the impact and emotional journey between participants and architectural environments is more critical than ever. Looking beyond the straight line takes us to the strategy behind curves and their impact within the brand journey.

In 2013 a study was led by psychologist Oshin Vartanian of the Univerisity of Toronto at Scarborough which looked at the response people have to curved versus angular design. In the study, participants were connected to a brain-scanning machine while hundreds of interior designs were flashed in front of them, some curvy, some angular. For each, they had the option to describe the image as “beautiful” or “not beautiful”. The study found that participants overwhelmingly preferred the designs with curved features. Along with this, the brain scans revealed that the curvy designs led to a burst of activity in the anterior cingulate cortex, a region of the brain associated with emotion.

The psychological reaction to form can be broken down like this: Curvilinear: The emotional response of curvature is often related to our relationship with the natural environment. Curves evoke feelings of safety and familiarity.

Rectilinear: Sharp lines trigger the part of our brain that processes fear. Sharp objects have long signaled physical danger. Straight lines can be seen as serious, institutional or techy.

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Designed by London based Zaha Hadid Architects, the Burnham Pavilion is a high-tensioned piece of fabric architecture, oozing luminescence and interactivity through its organic, curvilinear shape. The pavilion covers 3,185 square feet and stands nearly 20 feet in height. The fluid design embraces the legacy of Daniel Burnham and celebrates Chicago’s cutting edge cultural and architectural landscape.

With their vast knowledge of structural fabric, Fabric Images, Inc. successfully completed the build of the pavilion on-site in Millennium Park, Chicago.

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When looking at spatial design, the forms within the space can affect the way people react to, affiliate, approach and avoid the environment. While this creates psychological links connected to our emotions; culture, context, familiarity and trends all influence design direction. This can ultimately affect the perception we have of contour within a space, whether curved or straight.

The psychology of curves is about the awareness of the emotional connection and journey between form and participant.

What Oshin Vartanian’s study illustrates is that curves trigger a positive emotional response. Within the built environment this emotion becomes part of a brand language that acts as a platform through which architectural expression acts as a means of engagement.

Architecturally, this ideology opens the door for mediums that expand the relationship, not only relying on form, but introducing technology and materials as well that will take the brand story to a dynamic level. Fabric architectural solutions merge these functions into a solid solution, but in order to be truly effective, the journey must be fully recognized.

INFLUENCERS Historically speaking, styles have morphed from one extreme to the other; from the curvy, elaborate style of Art Nouveau at the turn of the 20th century to the functional, linear style of early Modernism until the mid-1900’s. Notable for organic influences is Deconstructivism, which

automotive industry is bringing back sexy with smooth curves and defined lines.

And while architecture still tends to be more on the subtle side, organically fluid shapes are more accepted than they once were.

As styles have evolved, and as curves

“...this ideology opens the door for mediums that expand that relationship, not only relying on form, but introducing technology and materials as well that will take the brand story to a dynamic level.” began in in the 1980’s. This architectural style encourages radical freedom of form and manipulation of surfaces. Within this style, architects including Frank Gehry and Zaha Hadid began to impact the architectural and design communities with their unpredictable, atypical and often elaborately curved, designs.

Today, design is pulling less from a specific culture and more from various attributes of historical trends. The focus is on solutions. Curves are seen as gentle details within the design solution.

Products are being introduced that showcase sleek minimalism with soft edges and high functionality while the

have come and gone, we have been left at a cross-road in the tradeshow and exhibition industry. In recent years, as organic curvatures and fluidity have made a come-back in other areas of design, exhibition displays have trended straighter and lines are much more aggressive.

Curvatures have not disappeared completely from the design repertoire, but they have taken a back seat.

EMOTION IN MOTION While curvature has been associated with emotional connection, it is not the only opportunity for engagement. Consider this; According to Dr. James McQuivey of Forrester Research, one minute of video is

Not fearful of organic curvatures, architect Frank Gehry designed the Walt Disney Concert Hall in Los Angeles, showcasing sleek curves and intricate structural patterns, indicative of Gehry’s warped style.

More than 6,000 sculptural panels create the curving stainless steel skin of the Concert Hall’s exterior.

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adaptable, surfaces are still in an era of flatness.

Imagine what would happen through the merging of motion graphics and curved surfaces. Joining two mediums that engage individually has the ability to create an emotionally dynamic journey, increasing connection, dwell time and brand recognition.

Setting a design objective to develop architecture that acts as both a platform for brand engagement and a way to seamlessly integrate brand language creates a fully connected experience. Technology will continue to evolve, and as a result physical platforms

Design: Vertice Fabrication: Fabric Images Internacional

“While the cultivator works, the leaves of agave fall and form figures in the air”. This was the inspiration behind this uniquely organic design. It plays on the concept of shadows and the way they morph and conform on and around the organic tension fabric shapes based on the positioning of lighting and projection. A total of seven organic tension fabric shapes created this unique 57ft x 20ft environment. The enclosed environment captured the attendees in a cloud of sensory experience. By utilizing fabric architecture, the soft texture established a flowing continuity within the space. Along with the incorporation of video, touch screens and scents, this was a truly attention grabbing, sensual and mind-blowing experience.

equal to 1.8 million words. This is where a shift has occurred. As technology has advanced, environments have become more experiential, leading to technology integration off-setting the design of a space. Architecture has become less of a priority, serving as opportunities for simple brand messaging, rather than an outlet for storytelling and engagement.

While the emergence of motion graphics, whether through the use of monitors or projection, has allowed brands to continuously update messaging, flat surfaces have often been the backbone due to where the technology started.

Now, even as video technology has continued to advance and become more

“Joining two mediums that engage individually has the ability to create an emotionally dynamic journey, increasing connection, dwell time and brand recognition.” and architecture will continue to advance as well, affording more opportunities for engagement and brand recognition.

BRAND JOURNEY There are advantages to curvatures as surfaces for messaging in the branded environment, but the integration of these forms should not be introduced in contradiction with the culture and tone of the brand. There is a delicate balance between the emotion associated with curvature and the contextual personality BLEND

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of a brand. Regardless of what the hottest trend may be, the brand still reins top priority. An effective branded environment has a mark of quality that visually communicates the brand values and mission while telling a story.

Sometimes this calls for curves and other times it does not. Think purpose before presentation.

Audi at CES 2016 Designed by Tisch13 GmbH

For example, Audi, a German based company, has for years represented their brand with the use of sleek lines and linear angles. Their exhibition at CES 2016 was no exception, and for a good reason. The story being conveyed was ‘Audi Intelligence’.

The architecture, designed by Tisch13 GmbH, consisted of a network of linear, highly polished aluminum beams which represented the human brain. Portraying synapses, animated illumination bounced on and between the bars.

The immersive structure seamlessly merged the sleek Audi brand personality with the concept of networked intelligence. In this example, curvatures within the architecture would have been out of place.

On the flip side, curvature worked in favor for Toyota, as seen in Geneva in 2013.

Designed by Déri Design out of Europe, “The Wave” derived from Japanese principle; the active calm. As explained

by Toyota “As a natural element in the oceans, waves are constantly in motion carrying energy. Our new stand portrays this notion of carrying forward our new products and messages to the world, in a confident and dynamic way.”

From afar, the pure and energetic shape of The Wave draws attendees into the space. As they walk closer, they realize that things are happening under the wave and are enticed to enter and experience a dynamic and progressive expression of the brand where constant motion through motion video creates an emotional tie that connects them to the brand itself.

STRATEGY OF CURVES Organic curvatures in design are not for the faint of heart. It takes strategic

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Toyota “The Wave” at Geneva Motor Show 2013 Designed by Déri Design

planning to integrate curvature that fits within scale, proportion and number (both size and quantity of shapes) within an environment. While the principles of design set general specifications, mathematical formulations are more critical in the conceptualization of organic shapes. Balance and proportion can be easily skewed within complex organic shapes, making them appear awkward or too soft. But, when done right, the emotional response is unmatched.

A good designer should have proficiency using different geometries as part of a unique solution. As Brian Baker, VP at Highmark TechSystems, describes it, “As a designer, you have to be able to understand multiple form vocabularies.

Organic shapes are human like, so we tend to react more, but organic shapes

are also the hardest to understand. The more complicated the shape, the more complicated the interaction with other things in the environment.”

While organic shapes can add a unique perspective to an environment, keep in mind too much of a good thing is a bad thing. Understanding how organic shapes identify within the environment and taking the time to work through the complexities has its advantages. When executed right, organic shapes: • Offer contrast within a linear space.

• Engage emotionally with the audience.

• Create a sense of flow from one point to another.

• Facilitate face to face interactions by strategically leading participants through the space.

In design, there is a responsibility to create a connection between the brand and the audience. Good design is now a basic requirement to compete in business, both aesthetically and functionally. As the trending perceptions of curvature in design morphs, the psychology behind curves is often overlooked and underutilized.

Considering the emotional response indicative of curves can greatly impact the solution and shape the experience, but only when done right. Looking to the attributes of fabric architecture maximizes the character that organic curvatures afford design.

While we cannot always look at design trends of the past to predict the future, we can look at the influences. What wins is what connects.

References: “Impact of contour on aesthetic judgments and approach-avoidance decisions in architecture” http://www.pnas.org/content/110/Supplement_2/10446.full “Creating ‘The Wave’” http://blog.toyota.eu/your-toyota/creating-the-wave/ “How Video Will Take Over the World”, James L. McQuivey

When the goal of an environment is to create conversation and engagement through a roadmap of sensory integration, it only seems fitting to recreate the experience offered by a swanky, high-end nightspot.

WHEN ANGLES AND CURVES COLLIDE

Showcasing the Fabric Images brand, the Ultra Lounge is modern, yet abstract, with clean organic lines and a comfortable play on the senses. The architecture bends with distinct angles that are dynamic and explosive while curving tubes offer movement and guide guests to the interior lounge where they are taken on a journey of learning.

As the angles and curves strike a visual cord, various textures of fabric covering the architectural form engages on a sensory level through in intrigue of touch.

While visually unorthodox, the impact is unmatched.

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RENTAL, MEET CUSTOM What happens to my properties after they are sent back?

Upon returning to Fabric Images, frame components are disassembled and are either repurposed or recycled. If the fabric cover will not have additional use, it too can be sent back for recycling under the Fabric Images Relife Recycling program.

Can anyone else use my design?

It’s hard to imagine; A rental program without a catalog.

As any good designer knows, budget often dictates design. So, as budgets have decreased over the years, creative, original design has suffered due to the cost of going custom. In the wake, rental and stock components have become the go-to solutions, but this in-turn has led to a decrease in brand differentiation and brand identity. In essence, the true art form of design has suffered.

We are at a cross-road; Good design versus small budget. But, what if that mentality changed? What if good design FIT small budgets? It is for this reason that Fabric Images, Inc. developed Freestyle Rental, a custom rental program that puts the freedom of DESIGN back in the hands of designers.

Freestyle doesn’t end at “custom”, because custom has become a loaded term.

What sets Freestyle Rental apart is the ability to push the limits of design. Design doesn’t follow a straight line. It follows the story of a brand… whether that story is big or small; straight or elaborately curved. But, most importantly, Freestyle Rental affords design and budget to work hand-in-hand, with cost savings up to 40% compared to purchase.

While the stock catalog has become a safety net, design shouldn’t be safe. It should be unique and inspired. Think about this as you enter into your next design.

“Design doesn’t follow a straight line.

It follows the story of a brand…”

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Your design belongs to you, and only you. Properties and designs under the Freestyle Rental program are never shared with or rented to anyone else.

What are the limitations?

With Freestyle Rental, the only limit is your imagination. The dynamics of the program allow for any material, any metal and any design. The objective is to allow for innovative design within environments that will create a truly unique branded experience.

What are the benefits?

• Unrestricted design • Promotes unique solutions for branded spaces • No structural limitations • No material limitations • Minimizes environmental impact • Budget sensitive • No cost for storage

For more information: http://fabricimages.com/rental

5 Reasons

Why Curves Aren’t Going Out of Style Unexpected A straight line with a straight graphic is predictable.

From across the show floor, predictability doesn’t win.

Organic lines form a positive reaction, because we are instinctively drawn to curvy things. Fabric’s ability to form offers opportunities to message and engage that will catch attendees off guard and trigger their sense of wonder.

Stimulating Platform Environments have become more experiential. As technology has become a driving force, platforms for engagement need to step it up a notch, including projection surfaces. While messaging is constantly changing, fabric surfaces afford a visually appealing surface to achieve maximum attention from the audience.

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Unexpected Stimulating Platform Fluid Motion Branded Impact Natural Definition

Fluid Motion Organic lines offer visual fluidity that is known to promote feelings of happiness, calmness and relaxation. This delicately balances between static motion and emotion, offering a dynamic connection to the audience. This connection can be utilized to guide the audience throughout the environment to targeted products and conversations.

Branded Impact Bold brands speak their message loudly, and that includes in visual form. Putting the brand in the forefront can be a literal interpretation. For the context to be immediately recognizable, that can mean taking on a curved approach. Leveraging the personality of textiles enhances the brand experience.

Natural Definition Organic curvatures create a feeling of comfort by imitating the human body and nature’s forms. They are frequently accentuated with asymmetrical curves or elaborate character. Fabric is one of the few media that can softly react to these ideals through the natural tendency to explore dynamic form.

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The Straight Story on Facets and Saddling Two terms commonly used in tensioned fabric architecture are Saddle and Facet. Though they are not exclusive of this industry, they each can be used to explain a phenomenon in tensioned fabric.

Writer of the story Valerie Cuchna 16

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SADDLING Often said to be the fabric “sucking in,” this effect happens in areas that are under tension but not specifically held by a frame. It most often occurs in the spans between supports where the fabric is allowed to curve inward due to stretch, gravity or a combination of the two. It is almost always an arch shape. The depth of the saddle is defined by a number of factors including elasticity of the fabric, the cutting pattern, tension level and distance between supports. The more stretch a material has, the deeper the curve inward will be without alteration.

This gives pieces a uniquely fabric look with graceful inward curves. Shapes that benefit the most from saddling include funnels, sails and ribbons. Fabric can be patterned in a way that promotes exaggerated sucking in of the fabric if desired. Saddling offers the reverse effect of air inflated pieces where the framework or support is recessed inward while the air pushes the rest of it out.

Understanding how saddling can benefit your design is important in creating successful projects. There are some shapes that you want to play up the saddling effect: 1. Kite shapes 2. Custom-looking archways 3. Tensioned sails 4. Wings 5. Funnel If you want to minimize saddling there are a number of options: 1. Add more frame supports to reduce the unsupported span of the fabric 2. Use a less elastic material for construction 3. Add a non stretch stabilizer on the edges such as webbing or aircraft cable

If you have never experienced fabric saddling, there are places in nature that you can see a similar result. A bat’s wings when extended and the webbed feet of ducks have the same arched look between the supports.

FACETS Facets are the flat faces on geometric shapes. Fabric like other fluid materials will take the path of least resistance.

This creates a flattened area between skeletal protrusions. Borrowed from the gemstone industry, facets showcase angles. Facets can lend a futuristic look to the pieces by creating sharper edges.

Lighting at sharp angles can increase the impact.

Think of a crystal with flat edges at various angles, coming together to create unique geometric shapes. Sea salt is a crystal substance most are familiar with

The design attributes of faceting can lend to the creation of unique design solutions. Working with, rather than around, faceting offers a detail that can only be achieved with fabric.

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Facets in fabric can replicate the feel of a number of items in our world; including but not limited to: 1. Origami 2. Jewelry 3. Quilting 4. Prisms and Holograms 5. Ice 6. Glass, Beads and Crystal 7. Stained Glass

that has flat edges with sharper angles.

Another way to imagine this effect is to recall the Geodesic domes frequently found on playgrounds. A piece of fabric stretched over this piece will result in a series of triangles rather than a smooth sphere shape. The ways to reduce facets are similar to those that reduce saddling.

With the emergence of projection mapping, facets create beautiful areas for vibrant projections.

Facets and Saddling are not mutually exclusive. Often on large dome like structures there will be a combination of facets and areas with saddling combined in one piece.

Understanding how saddling and facets will impact the design can change the way we expect fabric to behave, allowing it to create amazing unique pieces that can only be accomplished with textiles.

STRETCHING

the limits

This 20x20 environment highlights construction techniques and digital print in the realm of tension fabric solutions, with focus on organic shapes. An objective of the design was to showcase the ability to print on spandex and stretch it around a structure WITHOUT distorting the imagery or the text. Mission accomplished.

The complex curvatures of the two structures were filled with lines of text, key words and large-scale graphics which had to stay parallel to a horizontal plane. The Fabric Images’ graphic technicians manipulated the graphic images prior to output to compensate for stretch and distortion factors associated with printable spandex.

Accenting the tensioned fabric were elaborate metal curvatures with a powder coated candy blue finish. Together, the precise graphics and accentuating metal drew attendees to the space, where only the sense of touch gave away the stretchy personality of the fabric.

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“It is not the right angle that attracts me, nor the straight line, hard and It is not the right angle that inflexible, attracts me, norcreated the straight line, by hard and inflexible, attracts created by man.

What man. What attracts me is the free me is the and and sensual curvefree — the curve that I find in the mountains of — my sensual curve country, in the sinuous course theof curve that find its rivers, in the body ofI the in thebeloved mountains woman. of my country, in the sinuous course of its rivers, in the body of the beloved woman.”

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~Oscar Niemeyer, Architect

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FEATURE+

Defying GRAVITY As part of their global re-brand launch, Intralot took advantage of their 6,500 square foot environment for the ICE Gaming exhibition in London with a new build showcasing innovation and their dynamic personality. Pulling inspiration from the organic styling of Zaha Hadid, three groupings of tension fabric “petals� soared throughout the space adding a dynamic nature that played with projection, scale and gravity.

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Title Intralot London Iconic Pavilion Architecture & Design Lianou Chalvatzis Architects (LC-A), London Structural & Lighting Design BuroHappold Engineers, London Fabrication & Installation Fabric Images Europe

When Fabric Images Europe was approached to collaborate on the Intralot London Iconic Pavilion by London based Lianou Chalvatzis Architects (LC-A), and BuroHappold Engineers, London, it was with open minds, ingenuity and dedication in which they accepted. The 6,500 square foot pavilion was part of a new look for the brand, Intralot, which was to debut at the 2016 ICE Gaming expo in London.

Designing architect LC-A developed the spatial concept from a foundation of “Smart Design Elegance”. Within the space there were distinct areas for products, a bar to host presentations, events and gatherings, as well as three meeting rooms to host existing and potential clients.

The team, whose experience goes back to their years with Zaha Hadid Architects, based the design on pure geometrically and mathematically defined forms aimed at creating a customer journey.

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The journey aimed to showcase the dynamic personality and innovative style of the brand and would do so at various exhibitions globally every year.

This created the need for maximum flexibility, adaptability and portability; not an easy feat for the eight “petals”, standing 17 feet in height, 16 feet and 26 feet in width and cantilevering 32 feet and 26 feet respectively. As the key features within the environment, the petals were required to be fully floor-supported. This would enable their use globally, where rigging would, at times, not be allowed.

This challenge is one that required an engineered solution in order to be considered as the provider.

Working with their engineering partner, FI Europe was able to provide FEM calculations and an engineering report to the project team within only two days of the initial contact. Included in the 34 page report were technical explanations, drawings, graphics and calculations.

To ensure that the structures would gravitationally resist without hang points, 5 inch diameter tubing was utilized.

The structures were made up of only a perimeter support, which was precisely bent to the compound radius’. This kept the large surfaces clean of obstructions and shadowing. Supporting the petals were steel base structures which encased

element of the design. This created an intense atmosphere through messages projected onto the surfaces of the fabric which were targeted to attract people within the space.

The installation in London was led by the FI Europe team. By following the assembly instructions, anyone can put the petals

“...standing 17 feet in height, 16 feet and 26 feet in width and cantilevering 32 feet and 26 feet respectively.” the bottom edge of each petal within a trough-like channel. Finishing the bases were decorative hard-surface platforms.

Over the structures, the fabric covers softly fashioned the organic shapes. The fabric, a double stretch knit in optic white, allowed excellent performance in terms of projection and light reflection, another key

together. The tubes are each tagged per location and easily join together to create the full structures. The fabric acts as a large sock that then slides over the frame and closes with a zipper fastener. Placing consideration of the installation into the upfront engineering enables assembly on site, within each exhibition location, in a limited amount of time.

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The Intralot London Iconic Pavilion pushed the limits of tension fabric architecture, engineering and design innovation. The complex design placed a great deal of prominence within the brand on the show floor, as well as emphasizing the designated product areas within the space.

Feedback since the completion of the project has been extremely positive. As stated by Natassa Lianou, Director / Architect with Lianou Chalvatzis Architects (LC-A), London, the designing architect,

A 1:5 scale mock-up was created for each petal shape. Once perfected, the results were multiplied by five, leading to a perfect fit at the first fitting.

“The pavilion was impressive and our design was transferred with the best way possible.

The client was very happy and everyone in the exhibition were amazed and could not believe that we made it. It was a very challenging and innovative design that Fabric Images made it real. We had a great collaboration and we are looking forward to our next joint adventures.�

The difficulty of the design, short timeline and budget had led to several companies refusing the project prior to FI Europe being contacted. FI Europe was chosen for their high profile standing, professionalism, flexibility and ability to achieve the highly complex design.

To hold the mass of the cantilevered petals, and acting as the only support, base troughs were created with certified welding in which the 5� diameter tube frames bolted in place.

In addition to the petals, other tension fabric elements within the space included the conference facade, acoustic celings, video walls, kiosks and counters.

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Click to receive a sample print or call 847-488-9877 for more information BLEND

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TRENDING

Redefining the Overhead Approach As the cliché of simple overhead shapes continues to rear its head, new trends are emerging that are changing the face of design. No longer is a branded sign enough. Now, it is about experience and connection. These five trends showcase the integration of technology, materials and interactivity within the branded experience. Leveraging overhead space has never looked so good.

INTERACTIVE UMBRELLA Simmetrico’s Blooming Chandeliers While stillness can capture our attention, motion takes us on a journey. Synchronizing unexpected motion within the overhead applications of your branded experience engages the attendee while generating interest and sparking curiosity. This ideology offers a new and unique visual interactivity that can incorporate a host of technologies that include motion with projections or custom lighting effects. This dance for technology within fabric architecture can be utilized as the opening for an event or brand activation.

SUSPENDED ANIMATION ReD’s M-City CONEplex install With the evolution of projection systems in temporary environments the use of fabric overhead displays is taking on the flexibility of multifunctional architecture. The CONEplex that was part of M-City in Austria offers the viewer an engaging environment that is more informative and intimate then a traditional projection surface.

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TRANSLUCENCY OF MASS Graham Hill’s Nike Genealogy of Speed As design thoughts progress, so do materials and the effects they can have on an environment. Translucency is often overlooked for its powerful effect in overhead applications. The translucent effect can engage the viewer to see things in a particular mode of perception. A design can create a subset of mystery by utilizing translucency and a layering effect to enhance a path and form a singular appeal.

SINGULAR LAYERING ReD’s M-City FlouScape install Architecture does not have to be organic or overly complex to generate interest.

The use of these simple geometric rectangles generated 587 times and positioned in layers creates visual appeal. Hanging simple shapes in an interesting sequence to create an overall aesthetic is solved with a tiny bit of math and smart rigging.

MORPHIC HONEYCOMB Fabric Images, Inc. Hatch Canopy Overhead spaces do not have to be utilized only for messaging.

Acoustical demands have given rise to a line of sound dampening solutions that can be custom-configured for environments. From morphic curves to linear lines, and in a wide assortment of colors, the canopies can be designed to complement any branded space. They offer visual interest and functional control over ambient noise that can reverb off of surrounding materials.

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The Role of Textiles in Experiential Marketing Using the Dressing Your Brand concept to create powerful branded experiences that engage and connect.

We are in an era where design is more than a solution; It is an experience.

Approaching the design of an environment with the idea of engaging participants through experiences that focus on human emotions, senses, imagination and interactions has led to a more intense brand connection.

Where the challenge still lies is how to accomplish this effectively, routinely and in a way that is deployable. A branded environment is a visual communication tool on the surface, but true experiences enlist the five senses on a variety of levels. Understanding how to interpret that language through material and technology integration is a form of experiential marketing we call Dressing Your Brand.

Dressing Your Brand is an integrated approach that focuses on brand to

participant engagement through sensory branding. By following influential trends and advancements within various markets, such as fashion, automotive, retail, technology and architecture, an impression begins to effect the integration of materials and ideologies, helping to define brand personality while enhancing relevance.

Although advancements in technology have added touchpoints, the oversaturation has taken away from differentiation. Our lives have become so heavily digital that physical balance is now a necessity. In the case of Dressing Your Brand, physical equals sensory.

What do you see? What do you hear?

What do you taste and what do you FEEL?

we will focus in this issue. It is not feel merely in the sense of touch, but also the visual trigger and emotional stimulant that engage the participant and relate back to the brand. The unique and varied personalities of textiles offer expressive opportunities for branding. Consider attributes such as…

Visual: Texture or surface that draws intrigue or articulately represents the brand. This may be established naturally within the textile or formed through creative layering, cutting techniques or lighting/projection.

Tactile: The sense of touch creates a symbolic connection between the brand, material and participant. It is real, and it is right now. Offering different tactile sensations that are specific to the brand can influence how participants interpret and interact within a branded environment.

Functionality: The textile market has evolved with advancements in responsive interaction. This “smart” fabric includes attributes such as nano-technology, thermo-sensitivity, electronic and solar integration and sound responsiveness. These functions can be used to enhance the brand story and emotional relationship.

In a physical space, what builds brand image is innovation. You can influence consumers and you can control how they see and interact with your brand. It is about surprising, delighting and connecting with people. Often technology is relied on too heavily, but it is a complex interaction. Fabric is a simple interaction. Simple things work, but too often we distrust the simple because it is not complex.

The following pages demonstrate how various industries can apply the Dressing Your Brand approach to enhance brand image through material integration.

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AUTOMOTIVE Lifestyle, styling, technology and the environment are key considerations within automotive. Leveraging these attributes through textile personalities and storytelling can enhance a branded environment simply and effectively. Think scale, texture and detail.

ElastiLuster

Omega Leather

The integration between technology and automotive Poly Burlap brings the sense of touch to every driving experience.

Introduce textures that appeal to our tactile side.

Sparkle Tendo

Wonder Net

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The shift to environmental sustainability has afforded an opportunity for friendlier design. Options may include introducing textiles with sustainable properties, fabrics that are light and airy or even solutions that integrate solar technology.

The personality of an automobile is often associated with a particular lifestyle. While large graphics or projection help tell the story, textile personalities offer another dimension for engagement.

Sometimes the finest details offer the most engagement.

Using textiles that accentuate details that often go unseen offers a more engaging and tactile experience.

Aliena Skai

Illusion Film

Many textile personalities are available that mimic or enhance the appearance of other materials, while offering more flexibility at a lesser weight.

Crushed Mystique Satin

Allsport StretchVinyl

When it comes to home fashion, trendy, fresh and wellbeing all come to mind. Utilizing textiles within an environment that offer design sense and purpose can maximize the interpersonal connection within the space and create a memorable connection point to the brand.

String Curtain

While many surfaces showcased are hard, textiles offer a soft and welcoming contrast to the environment.

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CONSTRUCTION Whether smart in terms of technology or in relation to the environment, textiles can enhance the conversation between consumer and brand.

Blip

Functional, rugged and smart are all terms that have a place in the construction and build industry. Finding materials outside of those used in the process of building, ones which strengthen the BRAND story while enhancing the product, is where textiles come in.

Crushed Gem

Accentuate a rugged personality or bring out contemporary styling.

Think the process of building to the finished product.

Sarano Skai

Golf Grass Fabric

ezoBord Acoustical

With so many hard surfaces and equipment, sound distraction is imminent. Integrating textiles and soft materials help control acoustics.

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Think “smart� to enhance smart technology. Textiles can integrate with technology or contain smart properties themselves to engage guests.

Shattered Glass

Copper Taffeta Sheilding

While technology offers an experience, often our senses are not all fully engaged. Use textiles to enhance the brand connection left aside by the products themselves.

With wearables all the rage, consider turning the environment into a fashionforward experience. Just as textiles can dress our body, they can dress our environment.

ElastiLuster

Alchemy

Stretch Illusion

Technology connects people, it connects cultures and it connects products to people.

A branded environment is the opportunity to connect the brand to people. Creating a space that is conducive to the brand is possible by leveraging textile personalities that speak to or enhance the brand language.

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Merging channeled extrusion with textiles, the Groove Display System combines flare and flexibility to dress your environment.

This customizable messaging system offers versatility through the use of a silicone edge finishing technique. Utilizing this technique allows the textile a taught, precise finish and fit when inserted into the frame. The Groove Display System is an ideal solution for walls, partitions, ceiling treatments and hanging signs. The wide selection of material options gives you the freedom to define the messaging and ambiance within your environment to meet your brand personality and current trends.

Email: info@fabricimages.com Phone: 847.488.9877 www.fabricimages.com

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SMALL THINKING WITH BIG IDEAS The design smarts of inline design.

SCALE IT UP Bigger is better in some cases. Scale it up! How do you scale up in a 10x10 or 10x20 environment? Easy; the devil is in the details. Use an oversized accent like visual merchandisers do in the retail industry. Treating your small space like a front window display will allow you to focus on the details of what you wish to communicate. Another aspect of scaling up- Ask the show management or event company if you can take advantage of a variance. In some conventions, if you are placed on a back or side wall, you can take advantage of the vertical space within your area more-so than being in the endless rows of vanilla-type portable displays.

Most small inline display advice tends to operate under the assumption that you’re willing to sacrifice personality or lack of décor in favor of the illusion of a few more square inches of room or a speedy setup. However, that doesn’t have to be the case if you are willing to look outside of the normal scope of inline designs. You can appear large and ooze brand presence while remaining within the limitations of your floorplan. In this article we will look at a few trends in design that can break the mold of a traditional 10x10 or 10x20 inline display.

QUIRKY COOL Think outside the box and look at the alternatives. Make use of untraditional elements to hold collateral, product samples and show extras. Integrate unconventional lighting effects or unique interaction points in 1-on-1 meeting spaces that allow you to elevate your offerings. Or, go a step further by developing an obscure shape; Standing out among a sea of inlines is the point after all. The use of alternative shapes and dimensional aspects increase visual depth and can help include a multi-functional approach to the overall solution.

as simple as this example used in a high end solution for the aerospace industry.

A stunning effect was produced when Light Tape® was used to edge light a staircase of individual glass steps. The client wanted a clean modern look with the added benefit of improved safety. If you use that same mindset of clean and modern you can accent your display shelves in a similar fashion to draw the attendee to the interesting use of light with

can be either quirky or cool depending on the application of use.

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Play with color and light for added dimension

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Showcase curves and layering instead of flatness.

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Offer an interactive experience, outside of devices.

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Go higher with variances to take your environment to a new level.

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Bring in unexpected or over-sized messaging and branding.

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Use hidden areas for storage, such as counters and dimensional walls.

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BUILT-IN BEAUTY In a small environment, large display space usually means less storage space.

Make up for the loss of storage by adding built-in cabinets below or a dimensional wall unit that can store items out of sight.

Realistically, the viewer is not going to look down for your message or brand positioning statement, so utilize that lower space to your benefit. If treated right, this space can be fashioned into storage. Another option- fasten shelving or pre-formed storage containers to the wall in a fashion that minimizes footprint and maximizes function.

Another option for built-in-beauty includes layering messaging for a dimensional effect. Here you can be clever with your conversation and play with perception of depth. Using a combination of materials can define a conversation from a distance and change as the vantage point changes. This design trick engages the audience visually while adding interest and dimension to the environment.

FUNCTIONAL WITH FLAIR Lighting and printed graphics are some of the easiest and most cost-effective methods to call attention to your small inline space. However, there are a variety of items, materials and alternative details that can be functional while creating a stand-apart detail of flare that forces the

“Your portable footprint may be short on space, but that doesn’t mean it has to be short on style.” attendee to take pause. One thought is the use of natural materials. This can be eye-catching and beneficial if you are taking advantage of the previously mentioned trending ideas.

Alternative methodologies and unique details are able to connect with participants on a different level.

Consider bringing in natural materials in a unique way that speaks to the personality of your brand.

An inline can easily be more than a simple flat backwall. Bring in curved elements that afford your brand to make a statement while standing out among neighboring flatness.

One misconception that people often fall prey to when creating an inline display is that all the focus is placed on functionality rather than design. That sentiment could not be further from the truth. Your portable footprint may be short on space, but that doesn’t mean it has to be short on style.

ADD CURVES WITH PURPOSE Since most portables come in the form of a box-shaped backwall with slight curve to help keep it upright, use other accents like shelving or even clever furniture to liven up the space. Also, add some curves back in. According to Libby Langdon, a small-space consultant on HGTV’s “Small Space, Big Style”, curvaceous elements will keep things from looking monotone.

Think about using a round item like a table or seating. Once you’ve found pieces that suit your needs and your style, make sure to compliment those curves by using similar shapes in your accessories.

Rather than choosing a plain, rectangular detail like a storage or display element opt for a round one that makes a quiet but interesting statement. Rather than settling for a straight lighting solution, add something with a bit more personality. If there is any natural shape to your brand, make sure you play it up. Turn a curved partition into a small presentation spot by adding a stool and display shelving by the focal spot.

In conclusion, by knowing your brand and knowing your audience you have the ability to make a meaningful connection whether your space is large or a very small. We can’t depend on technology to set us apart anymore. We have to surprise and delight our audience beyond the touch screen by identifying new ways to interact and increase dwell times within the exhibit space that go beyond taking a survey or touching a few buttons on a tablet. Always be looking for inspiration and fresh ideas outside of the tradeshow industry. Create an environment that touches as many of the five senses as possible. It can be done in the smallest of venues as long as you are thinking creatively and focusing on connecting with your audience.

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ZIPPER POCKET

METALLIC SPANDEX

NATURE-ESQUE ART

ENVIRO FABRIC

A Zipper Pocket is a sleeve that is sewn onto the edge of another fabric and closed with a zipper.

Their functions may include keeping fabric pulled inside a concave frame, tensioning a single layer of fabric or giving extra stretch to the edge of a more rigid fabric.

Stretch Illusion Spandex comes in a variety of metallic shades including gold, silver, blue, black, copper and more. The four way stretch material has a metallic film on the face that provides a high level of luster that imitates a variety of metal finishes.

Incorporating nature images into branded artwork is excellent during the design stage.

Whether the focal point, background or accent, this type of imagery brings us back to our roots as a species. The colors can be lush, bright or muted, just like nature.

Similar in construction to a typical Celtic Cloth, Enviro Celtic is made completely from recycled yarns, 100% PostConsumer waste. It is a soft, wrinkle resistant fabric offered in 120� width that is printable using the Dye Sublimation process.

THE RESULT: MARVELOUS METAL

THE RESULT: SUSTAINABLE DESIGN

Utilizing Stretch Illusion fabric to make zipper pockets that are designed to be seen will amp up the design, emphasizing the structure in a purposeful manner. Instead of hiding the pockets, bringing them to the outside adds visual interest and a metallic finish to organic pieces such as ribbons. Holiday displays are perfect for this technique, increasing detail. As an added bonus, pockets on the outside makes for an easier, more expedited installation.

Blending both the need to reduce our impact on the environment and bringing nature into our lives, the combination of a 100% recycled material that can be recycled as well, along with a glimpse of natural images, creates a more inviting space. This combination will brighten any sustainability conversation.

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