Formica Group wanted to return to the International Builder’s show from a two-year hiatus with a thoughtful, simple and at the same time, intriguing space. The booth needed to effectively market Formica’s diverse surfacing product lines and highlight their large-format 180FX all within a 20’ x 30’ space. The booth’s size was smaller than in previous years, yet the product offering had remained relatively the same. Messaging and product needed to both have a presence in the booth in an effective, yet affordable solution. Upon discovering the maximum height allowance for the booth, Kuhlmann-Leavitt designed a vertically oriented messaging system on lightweight, reusable, printed mesh and fabric. Lights were strung in a vertical drop to enhance the presence of the booth from afar and draw the eye up the length of the banners to view the messaging, branding and photography. By the same means, each light strand brought focus to one of the product tables by terminating just 40” above the table over which it hung. The look of the four tables was influenced by the product line each table represented, whether to show off the range of colors in Formica Solid Surfacing, the range of finishes in PremiumFX or the large-scale of the 180FX product on the two center tables, the furniture succeeded as a unique, but cohesive set. A mix of patterns on the carpet squares below the conference goers’ feet brought a sophisticated playfulness to the booth and balanced out some of the overhead action that center rotating Formica logo panels created Light became the major player in the booth for drawing in conference attendees. When lit properly, the sheer banners in the booth take on a translucent shimmer, and branding on the opaque banners is highlighted in a warm glow. Using a found object, such as the lit architectural lawn sphere to create drop chandeliers in the booth helped Kuhlmann-Leavitt, Inc. to add a touch of rugged glamour and an element of surprise with the large spheres of small twinkling lights.
Recognition
Communication Arts Annual Design Exhibition Award
American Institute of Graphic Arts (AIGA), National
Event Design Gold Award
Exhibitor Magazine’s Annual Exhibit Design Award
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