We didn’t want this to be just another exhibition stand or just a display of furniture; we wanted it to be an experience. We wanted experiential marketing.
Natalia was promoting a collection of high quality outdoor furniture, so the stand itself was designed around a Secret Garden theme, and was collaboration between a number of brilliant people, including Wealden Bespoke, Creepers Landscapes and RTfact Flowers. We wanted people to stop, sit, rest, relax and experience the benefits of the furniture.
We were extremely busy for the full four days, and our stand was bustling with visitors chatting, laughing and importantly, discovering the products that Natalia Barbour was showcasing.
There was no exhausting standing around staring into space; and no excruciating efforts to drag people onto the stand as they awkwardly avoided eye contact.
So what worked so well?
One of the reasons the stand was so busy was because it engaged all the senses, which really brought the space to life. It didn’t feel like a exhibition stand, it felt like a tranquil courtyard garden.
The live planting was a big talking point. The scent of fresh jasmine wafted down the aisles, and the lush greenery was an inviting oasis among rows of cool interiors of glass, metal and stone.
The stand had a real sense of glamour. Champagne was chilling in a gold-plated ice bucket, and oversized platters of ripe fruit dressed the tables. Soft music from hidden speakers created atmosphere.
People wanted to stay. We were showcasing seating, which meant we had plenty of deep armchairs and sofas with soft, tactile cushions for people to rest awhile. The vibe was relaxed, welcoming and there was no hard sell.
The space was versatile. Visitors were interpreting the space in different ways. Some said it would make a perfect townhouse garden, others saw it as a country estate terrace, and we even spoke to hoteliers and casino designers who saw it as an outdoor smoking room.
As our visitors reclined with their friends and a glass of cold Champagne in hand, surrounded by live (and some very convincing faux) plants, the experience made it very easy for them to envisage using the furniture in their own outdoor spaces. Which is exactly what we wanted.