How do you inspire people in a world that is getting faster and more digital? You need innovative ideas that remain in your memory. Innovation means to have the courage to break up old formats and think about them as something completely new. Whether it's a showroom, a flagship store, a shopping mall or a booth on a trade fair, the borders between the various formats are increasingly blurred. The real challenge would be to know which channel format is relevant and inspires the visitor? How to surprise and inspire your visitors, who are experts in the field, with your own booth? The key word is “Experience”. At the ISH 2017 in Frankfurt, Roca presented a new concept, which was overwritten with the title "Roca Mall". The result is convincing and is much more than a classic fair stand. Comfort, diversity, quality of stay - the Roca Messestand 2017 transported a surprisingly new feeling to the fair.
How can you rethink an exhibition? This question was the main challenge at the beginning of the already fifth collaboration between the designers and architects of dan pearlman with the Spanish sanitary producer Roca. The answer was to reinvent the format. On an area of 1080 m² and two floors, the brand and product world of the successful global traditional company was staged as in a shopping mall. The appearance of the trade fair thus gained the character of an exciting free-riding experience, in which the visitors were addressed not only in their role as experts, but at the same time in their role as customers. Similar to a mall, the various Roca collections were presented in individual shops. The guests could experience independent bathing worlds in individually designed rooms and stroll through a diverse range of shops. As in the last few years, a highlight of the fair was the cooperation between Roca and Armani, whose portfolio was presented in a premium store in the Roca Mall. In addition to the appealing spatial design of the mall, the focus was on the excellent service they provided. Prominently illuminated installations welcome the visitors and speak directly to them. “How can I help you?” and “Nice to see you!” invite the visitors to get in touch with Roca at the spacious reception desk. Once arrived, the visitors will find everything that makes a trade fair a pleasant one: integrated workplaces, retreats as well as a gastronomic offer enable stimulating conversations, space for networking or simply a break from the day of the fair. In this way, Roca is able to increase the dwelling time on the stand and to make a lasting impression on the brand experience. Conclusion of the ISH 2017: Roca has created a 100 years of successful trajectory and future competence thanks to their innovation, inspiration and experience.
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Here an overview of our Roca’s project.
