From the brief it was clear that Dairygold were not looking for something ordinary and one-dimensional. There was a really compelling story to tell and from the initial brainstorming sessions we decided to make this an assault on all the senses and technology would be key to bringing the stand alive. The over-arching concept was to create a stand that would say out loud ‘Welcome to the Golden Valleys’. The rolling hills of Munster were represented by an curving, almost organic structure, that undulated with generous archways providing inviting entrances onto the stand. A customer journey was developed taking the visitor through five key areas.