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Physical presence
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Intro This is the brochure that documents Southemp physical presence in conventions and expertise gatherings.
Info stand objectives This information stand will be a movable, easy to assemble structure that will be built in conventions in order to inform the audience about the possibilities that hemp has in the market, to display the Southemp product range, and to be a gathering point that has a recreational and not only informational purpose. A mind-moulding ‘hotspot’.
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Audience The audience will be various, depending on the convention, although we expect there will be mainly two categories of people attending: General visitors: People generally interested in information on what hemp offers. Investors: People already in the business or part of relating business such as agriculture that will look for specific information, product properties and technical advice. This is why the stand has been developed to accommodate the needs of both categories.
Audience experience The structure will be structured around 3 types of possible audience experience: Detailed view of the content and interaction with the staff. Brief overview for people that have not much time. Meeting point and recreational area. Detailed view: This will be a full Southemp experience, where the audience will navigate through the different info panels in the order they prefer, to then arrive at the information stand where the staff will provide them with more personalized informations and a gift bag containing product samples and brochure.
4 Brief overview: The space has been designed in a way that also people with little time will enjoy the visit and be in the position to navigate the information without requiring a specific guidance by the staff. Meeting point: The grass has been purposely chosen as main flooring to stimulate the audience passing by to stop and enjoy the benefits that the brand products can provide (Passive information+Stimulate brand awareness)
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The structure This structure has been developed around the context in which it will be allocated for its final stage. Therefore I considered the feasibility and complication of creating a structure that’s easy enough to be transported and assembled in a short period of time, considering the variable sizes and lighting of the hosting structure.
Structure components The structure will be constituted by 5 main components: Flooring — Grass mat Info stand — Main vertical encumbrance Info panels — Rigid vertical boards Covering structure — Tent Recreational area — Deckchairs
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Flooring This will be formed by two separate layers. A first wooden platform where there will be the attachment for the tent pylons. This will be needed to prevent the fleece to decompose during the convention - being a support for the fleece mats. On top of that we will place the fleece mat - to showcase a part of the business product range and invite people to stop and lay on the grass.
Info desk This will be a structure in the middle of the stand where staff will be positioned to deliver specific information, answer questions and give the gift bag. The staff will be provided with computers and printed material. They will give the gift bag to people who have filled in the form for the mailing list.
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Info panels These will be a set of 7 boards strategically placed around the Grass mat to allow the audience to overview the contents by themselves and decide if they want/need more information from staff.
Covering
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The tent will be composed by 2 main parts: The tents: A set of 2 triangular shaped hemp waxed canvas covers, which will partially cover the grass mat. They will create a covered structure for open air conventions, control harsh lighting and create a separation between informative and recreational areas. We want the audience to be able to use the stand without feeling forced to interact with the staff or the information.
Pylons: Those pylons will be attached at their bottom end to the flooring structure, and will hold the 2 tent at two different heights.
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Recreational area A set of deck chairs will be placed around the gras mat in order to stimulate the audience to stop and interact with the space, even just for eating their lunch, chill or have a chat.
Sizes
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Materials The material chosen for the final structure have been subjected by 2 main parameters: Feasibility&Cost effectiveness Product promotion
Feasibility&Cost effectiveness: To create a structure that is easy built - even if some of the material will not be made in hemp. Product promotion: Where possible, hemp made material will be used to promote the versatility of the plant.
Flooring The flooring is composed by 2 materials: A wooden paneled structure that will function as a container for the fleece mat - to contain eventual cleavage and to accommodate the attachment spots for the pylons that will hold the tent. On top of this we will place a series of already grown fleeces (fiber panel where grass seeds have been previously planted and due to hemp nutritional content grown and held together).
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Info desk The information desk will be made of Southemp bricks piled up together, and held by straps. The top surface of the desk will be made of wood because it’s cheaper, lighter and easer to find than bi-composite material.
Info panels Those will be made by wooden panels as to be self standing can not be heavy. The information will be printed on hemp boards which will cover both sides of the panel. This to simplify both transportation and production of the contents.
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Covering The tent will be made of hemp waxed canvas to be flexible and self sustaining - with the tension exercised by the pylons. The material will allow a moderate amount of light to go through, softening the harsh lighting of the sun and limit the space into a covered area for open air scenarios. In case of rain the tent will protect the main structure and the electrical appliances that will be part of the information stand.
Recreational area The deckchairs will be made of bio-composites hemp fibre+natural plastics. The design will be simple and it will allow for them to be assembled on sight, in order to facilitate the transport.
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Informations The information will be of two types: overview detailed This to allow two different approach to the pavilion.
Overview: This will be through the information panels, where the audience will navigate independently the structure by looking at the infografic panels which will provide a brief overview of the informations.
Informations Detailed: A more detailed set of contents will be delivered by the staff at the hotspot, through product samples, information sheets and the use of computers. The staff will also provide contacts for collaboration, product purchase and assistance in order to enable the brand to enlarge its costumer base.
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Staff For this installation I calculated we need 2 members for information delivery, and at least 4 to build and transport the structure.
The ‘takeaway’ The aim of this pavilion is not only to showcase the Southemp product range, but primarily to instruct the audience as to what the hemp plant could offer in the future economy. By informing the audience Southemp will be seen as an innovative brand that could be part of everyone life. The main idea is to fight the association of hemp with marijuana informing the audience of the differences between the two, and to explain the possibilities that this old-but-new product can offer. This in order to legitimize the business to the eyes of the general public and allow everybody to see that hemp is a product like the any other but that performs like no other.
22 The aim of this informative stand is not only to increase Southemp client range, but to fuel the hemp market in order to open new doors to all the brands that work with hemp making this market a consistent reality for the world. This pavilion will be clearly branded, as well as the gift bag and promotional material, so the whole operation will lead to strong brand awareness, making Southemp a brand difficult to forget.
Risoprint on 80 gsm cream hemp paper