For all its innovation and economic importance, the oil and gas industry isn't known for thought-provoking exhibits. To break the stigma, Terminal Design took a step in the artistic direction when it designed a 30-by-30-foot space for the State Oil Company of the Azerbaijan Republic (SOCAR) Turkey Enerji A.S.
Oil and Water
Floor graphics featuring a topographical map of the region near the Black Sea and Caspian Sea added to and elevated the narrative of the 30-by-30-foot exhibit for the State Oil Company of the Azerbaijan Republic (SOCAR) Turkey Enerji A.S.
What made it so unique? For starters, the exhibit comprised the Constructiv Pon modular system from Burkhardt Leitner Mekan Cozumleri San. Ve Tic. A.S., which was paired with SOCAR's brand colors of blue, red, and green. And rather than focusing on the organization's end products (oil and energy), the exhibit – which, according to Akin Nalca of Terminal Design, featured stylized elements of a petrochemical plant – was all about SOCAR's identity and vision for the future of its industry.
To wit, red pipes that mimicked the structures through which oil flows snaked up the green and blue walls to the ceiling and created a petroleum-inspired pergola. The red arch framed a scale model of a typical SOCAR plant on top of a round, black table. As attendees walked through the booth, an aspirational video about SOCAR played on a display comprising 16 monitors mounted together. A map of Turkey, Azerbaijan, the Black Sea, and the Caspian Sea lay underfoot – a design touch that did not go unnoticed by Exhibit Design Awards judges. In fact, the black table with the model plant was strategically positioned atop Baku, Azerbaijan's capital and SOCAR's headquarters. "For most exhibitors, flooring is often a missed opportunity," one judge said. "This company took advantage of the space, adding a topographical map that speaks to the company and the industry it serves."
Designing an exhibit that breaks the mold is not easy, particularly in the power sector. But SOCAR proved that, unlike oil and water, energy and emotion do mix. E