Two Brands, One Stand

SmartShake @ BodyPower Expo 2015 exhibition stand
The 7th annual BodyPower Expo took place on 15th-17th May 2015. It’s the most celebrated and comprehensive fitness event in the UK. The show took place at NEC, Birmingham, giving it 600,000 square feet of floor space and making it the largest event yet. With an exciting range of exhibitions and activities planned for the 3 relentless days of fitness, the show attracted nearly 80,000 visitors and athletes. It offered free talks run by a panel of experts, Q&A sessions with athletes, competitions and other activities, including cooking, kickboxing and bodybuilding. Over 350 top quality brands exhibited at this years show. It was a great opportunity for companies to launch new products, give free demos and most importantly, interact with the fitness community face to face. The show was buzzing and had an inspirational and energetic atmosphere that all visitors enjoyed. Nick Orton, Founder and CEO of BodyPower said,

“There was such a buzz around the venue this year at BodyPower Expo, an amazing electric atmosphere. Our very excited VIP ticket holders were queueing before 8am in anticipation to get into the event! This is the biggest fitness convention on the industry calendar, we have a following of thousands who attend every year. But we also welcomed new visitors to The NEC across the weekend, and we hope they’ll be back for another action-packed expo next time around.”

We designed and built an exhibition stand for our long-standing client, Smart Shake, to use at this year’s expo. This 10mx10m island stand showcased SmartShake’s products and helped develop brand awareness for their market audience.

SmartShake’s exhibition stand was carefully planned and designed, so that it can be split into two separate sections and represent the brand’s two different characters and products. We wanted both sections of the stand to be connect. We achieved this by installing structural panels and large graphics on each side of the stand. In the middle, we built a large storage room that was easily accessable from both sections.

BodyPower Expo is a B2C exhibition, so it was important that the design of the stand makes the process of selling consumer goods smooth and quick. B2C marketing is usually quite different from B2B and tends to have different objectives. In B2C the consumer is encouraged to make an immediate purchase. They are buying for themselves, so their choices are made on an emotional basis as well as on the basis of price and product. When designing SmartShake’s exhibition stand, the most important factors to consider were exciting graphics, great presentation and eye-catching retail displays that gave their products maximum exposure.

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The Muscle Mouse section of the stand showcased delicious protein desserts. Wall graphics of this section created a feeling of a true wooden cabin and added a warm and welcoming personality to the stand. Dark wooden product shelves installed on each side of the back wall showcased the best selling Muscle Mouse protein shakes and added added a natural finish to the stand. We also installed built-in refrigerators, which not only kept the Muscle Mousse products fresh, but also enhanced the product display. Elegant dim lighting installed above the area added a comforting feeling and fit perfectly with the cabin theme.

The SmartShake section of the stand showcased a colourful range of unique sports supplement shakers. The clean lines and modern look of the stand reflected SmartShake’s brand. Large fabric graphics added emphasis to key products and messages. Custom display shelving on each side of the reception counter provided plenty of space to showcase SmartShake’s products. The contrasting blue edges of the shelves added to the modern and bright look of the stand.

To make SmartShake stand out from other companies and competitors, we installed two ceiling-hung PictureCubes above their stand. The backlit graphics of PictureCube gave clear brand messages and made SmartShake visible from every corner of the venue. The layout and 3 open sides of each section of the stand created an inviting environment and attracted attention of many passersby. With large counters on both sides, the stand provided plenty of space to chat with potential customers and sell products.

We designed SmartShake’s stand using our Engage Exhibition Panel System. This modular systems is famous for providing ultimate functionality and being lightweight. Its structural panel has a sleek and elegant profile and Slide-Connect technology allows for quick and easy installation. With many shapes and sizes and hundreds of finishes, Engage system allowed us to design and build a striking exhibition stand that met all project specifications and exceeded client expectations.

“We first approached Skyline Whitespace 3 years ago with the smallest of budgets and they were fantastic. They didn’t laugh at us or make us feel small, they worked with us closely and created a stand that was professional and fun, totally in keeping with our ideas, whilst being financially viable. Since then our relationship has developed year on year and they constantly demonstrate and apply an understanding of our business requirements. We once chose to ‘shop around’ and can hand on heart say it wasn’t worth it. From the start of the process to the very end result, no other company provided the same ‘above and beyond’ communication consistently throughout and producing a high spec stand that looks stunning. I never have to worry about any part of the process, as they offer the service of taking full control of the administration side of the stand with the exhibition venue. I cannot rate the team highly enough. Every January they know I’ll call with this years vision knowing I’ll still be making those last minute changes a few weeks before the exhibition date! (and they never complain!)”

– Managing Director, SmartShake

We are very proud of the design work involved in the partnership with SmartShake. Having worked together over the past few years, we were able to see the evolution of our client and their exhibition stand. Trade shows provide a great opportunity to increase brand’s visibility and expand customer base. The exhibition work we produced has helped SmartShake gain international exposure. Our large warehouse allows for safe storage of SmartShake’s reusable and reconfigurable Engage stand and graphics until it’s time for the next event, making it convenient and cost-effective. Their exhibition presence is able to grow with the company, and we are always ready to provide a solution that matches our client’s requirements.

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Our talented team onsite, which includes graphic technicians, stand builders and AV specialists made sure SmartShake’s stand was successfully delivered to the highest standard. Here at Skyline Whitespace, we believe that fantastic stands promote fantastic business. We are dedicated to providing our client with the best exhibition option to suit their brand and budget. For more information about our services and exhibition stand systems please do not hesitate to contact our creative team today!