Event: Hydeline @ The Furniture Show 2018
Location: NEC, Birmingham
Sqm2: 149.5
Collaboration Type: Design, Development & Delivery

revised sketch 1
Our brief was to launch the company into a competitive marketplace and educate furniture buyers about the Hydeline product. Another objective was to build relationships with retailers and to establish supply channels. Their aim was also to gain important PR, so the design and finish of the stand had to be sufficiently photogenic to go into the glossy magazines and trade publications. Private meetings weren’t a necessary aspect of the stand, they wanted visitors to be able to freely move about with easy access to all areas of the space.

E14108 Hydeline @ The Furniture Show, NEC Birmingham, 20-23 January 2019.v5_Page_1 crop
A ‘showroom concept’ was created which allowed for a controlled environment which was divided into different room sets. Visitors were greeted by a large inviting corner entrance that allowed a clear view into the ‘showroom’.  A luxurious look and feel was given to the individual spaces on the stand through dark tones and the use of mood lighting. Timber screens allowed vision through the stand, whilst keeping the different zones separate. Product cutaways – sofas cut in half – demonstrated the craftsmanship and the materials contained within. Swatches of half leather hides were arranged on the wall so that people could touch and feel the quality first hand.

The Furniture show at the NEC, Birmingham was the first exhibition for Hydeline. The company had only recently been launched, though their knowledge of furniture making was well established. They manufacture sofas for the residential market at a fine quality that belies its price point.

The stand demonstrated how successful exhibitions are for launching a new product – in this case a new company – into the market. Hydeline are looking to go to more exhibitions, both in the UK and on the continent in the near future.

Our Response
Being given such a detailed brief and knowing exactly what Hydeline wanted to get from their time at The Furniture Show made the design process enjoyable. Exploring the best ways to showcase the products whilst making the stand feel welcoming, luxurious and elite. The use of bold colours and lighting, mixed with large format prints against the materials and finishes of the furniture created the desired feel and environment, creating a stand everyone was keen to explore.

"Being our first time at an exhibition we were a little apprehensive about how it would turn out. We had nothing to worry about, we are over the moon with the stand design and how it was delivered with care and precision. We can’t wait to do the next one!"

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