One of the main objectives was to reinforce the R2 brand at the KBB event & help increase brand & market awareness. The R2 logo branding was used as symbolic motif to influence the architecture and design of the space.
The main area was to be divided down the middle to produce two stylistically different structures, although the two stands did share very similar objectives & therefore would inherit a number of characteristics. The R2 structure itself was built with walls at the maximum available height of 4 metres to give the stand a great presence within the hall & capture the eye of the visitors.
R2 possessed a high volume of product that needed to be displayed, which in turn was going to use quite a large percentage of the available area.
In order to maximise the space on the stand the design offered both inside and outside display areas giving a range of opened and closed edges.