Johnson Matthey | CPHI | Spain
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The brief was very precise, and the client knew exactly what they wanted from the show which is fantastic for us. They wanted to give a far greater presence and gravitas to the stand itself to portray Johnson Matthey as a market leader in their field, needing to be seen as a significant player in their industry which they are. They wanted to be able to hold pre-planned meetings with many established relationships they hold and in addition to these informal meetings, so a range of spaces would be required.
Our credentials and approach were evidently a key factor in us being invited, but the more we talked, the more they were intrigued by the potential that we could unlock for them.
Johnson Matthey approached us to create an exhibition stand concept whilst they were re-branding their business. Previously comprising of four separate business divisions, the new public face of the brand was to use the single name Johnson Matthey and summed up with the expression – inspiring science, enhancing life. This new visual identity was carried across into the architecture of the stand. Where previously four colours symbolised the different divisions, a singular white arch structure now symbolised ‘one’ Johnson Matthey.
The original brief had requested that there would be pre-arranged meetings and the need for private conference rooms. Our creative team felt that this should not dictate that the stand became a barrier to new business. As our creative director stated “To draw an analogy, you walk into the restaurant that you can see has diners in” For this to work, it was important that the stand was not too closed off and there is something for people to engage with.
Furthermore, they wanted an element of fun, a stand attractor that would get visitors involved and interacting with each other, like a quiz or a game. A fresh open approach to the stand, ensuring that guests new and existing would feel welcomed upon approach.
There was a balance of private meeting spaces and comfortable semi-private spaces where more impromptu discussions could take place. We gave the stand the look and feel of a first-class airport lounge by creating a low-level glass wall at the front perimeter. There was a physical boundary but not a visible one allowing passers-by to see business taking place.
At the front of the stand, we created a fresh take on a lab bench. This employed RFID technology in the form of ‘Pick and Place’ which stand visitors could engage with. An animated version of the new JM brochure was used as content for three screens built into the bench. When a coloured lab flask was picked up and placed on the bench, it triggered information about how JM were inspiring science and enhancing life. The lab bench really raised activity on the stand while at the same time raising brand awareness.
Chemspec 2016 raised Johnson Mattheys brand profile with a highly productive 2 days of commercial engagement.
The touchscreen successfully drew inquisitive visitors. The content provided a pleasant opportunity for visitors to learn more about Fine Chemicals and approach staff in a friendly manner through the interactive talking point.
Leads and interest vastly increased on previous years’ through the larger stand.
Visitors praised the welcome, spacious and calm atmosphere created by on open meeting space, vibrant graphics and bright illumination.
“Our stand at CPHI really stood out from the crowd. We loved the open, yet inviting space to the front allowing guests to approach and enjoy a seat in our hospitality area”