Wit Design
Location: Hall 10, Stand A26
Dimensions: 16-by-23 feet (5-by-7 meters)
Design/Fabrication: Wit Design bv, Zaltbommel, Netherlands, 31-418-667010, www.witdesign.nl
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How does a small booth stand out in a sea of behemoth exhibits? According to Wit Design bv, a Zaltbommel, Netherlands-based exhibit-design and construction firm, you try something a little different, both in terms of color scheme and overall structure.
For its 16-by-23-foot (5-by-7-meter) space at EuroShop, Wit Design opted for an almost all-black palette — highlighted by pops of color — along with a series of aisle-side cubes to catch attendees' attention. Positioned along the front edge of the space, a series of black, roughly 2-foot-sqaure cubes were stacked up to seven high. While many of the cubes offered nothing but a flat, matte-black facade, some featured graphic messages such as "experience" and "focus," and on others, the front side was removed to reveal interior graphics, messages, or even objects within the cube. For example, one cube interior featured a red bull's eye on a white background, with the word "target" across the top — suggesting that Wit Design can help you reach your target audience. Another cube was lit from within, casting a vibrant orange glow.
The opposite site of the cubes actually formed an interior wall of sorts. Here, some of the cubes offered a flat, matte-black face, but many displayed images of Wit Design's work via light boxes housed within the cubes.
The rest of the interior space featured little more than a reception desk — in black, of course — and a lounge/conversation area. Here, the Wit Design name took center stage, as the roughly 8-by-8-foot alcove within the exhibit's back wall was ablaze with Wit Design's corporate orange-red hue and the words "Wit Design, architects for brand performance." White-leather cushions in the alcove provided bench seating, which was also accompanied by two bistro tables and three white stools. According to judges, "The cubes provided an interesting architectural element, creating a space that was simple, yet engaging."
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