Pirelli | Autosport International | Birmingham NEC
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The Brief
Envisage were faced with an exhibition stand design brief that required a design to fly the flag at the Autosport International Show for Pirelli’s strong branding, and would particularly reflect their ongoing involvement within motorsport and Formula 1. After deliberation by the company, the Envisage stand design was chosen for its innovative response to the brief without compromise to the constraints within it.
Objective
Brand Product Awareness
Engagement
Brand Product Displays and Database Growth
Location
Birmingham
Scope
Design, Development & Delivery
The Deliverables
In order to meet Pirelli’s objectives, it was fundamental that the design maximised the allocated space in order to fit all of the required content, without making it feel overly crowded for the visitors. The Pirelli stand was to feature a number of interactive elements to draw footfall to the space. The Formula 1 challenge simulator was to be encompassed as a priority feature on the front corner of the space & also a ‘Batak’ reaction game to further drive the engagement experience. The design itself encompassed high-level branding as part of its architectural make-up & eye-catching logos using the distinctive red & yellow Pirelli colour pallet. The double-deck stand was to feature an upstairs hospitality lounge where delegates could gather to hold informal discussions, with refreshments & catering facilities provided by the rooftop bar. The lower deck further provided an additional 2 meeting spaces for the more formal private business meetings to be held in comfort. The British Rally car also featured as a flagship for Pirelli’s involvement in motorsport & with such high-end automotive assets on display, glass partitioning combined with stainless steel handrails were used to provide crowd control protection.
The Experience
The stand showcased the company’s Formula One heritage & future, whilst also exhibiting its involvement in national motorsport. The double-deck design gave plenty of room for visitors to move around the stand and for the brand to display the many products and attractions. The large-scale polyester print graphics on the exhibition stand minimalised blank wall space to deliver the dynamic motorsport images and livery to reflect the brand. 3 vibrant competition cars dressed the space to instantly capture the eyesight of guests & entice them onto the space. The Italian firm’s core values; innovation, technology, style & performance were reflected throughout the design itself & combined with a number of tyre wall displays showcasing the latest product ranges, including Pirelli’s world famous Pzero range.
Our Response
The success of the stand was measured by Pirelli’s ability to welcome such a huge number of fans & visitors throughout the show. The interactive technology & challenges proved to be a great engagement strategy with guests queuing up to participate. The stand was also assured to be recognisable from a distance courtesy of the striking large-scale architecture & distinctive Pirelli corporate branding.
The Results
“We wanted a stand that told our story and really stood out from the crowd. That is exactly what we got and more."
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