It was early in the summer trade show season, when our exhibit designer, Kaleb Oemig received the unique opportunity to work on a multi-show RFP design. The client had a healthy budget and gave Kaleb the freedom to design what he thought would look best. They had two different spaces, a 40 x 50 at the International Premium Cigar & Pipe Retailers Show (IPCPR) and a 30 x 30 for the National Association of Convenience Stores Show (NACS).
Before he began designing, he started to learn more about the company and their wants and needs. Scandinavian Tobacco Group (STG) is a worldwide industry leader in the cigar and pipe tobacco industry. Exhibiting at IPCPR was important to them since it is the biggest show in their industry - with their focus displaying their premium pipe tobacco. As for NACS, they benefited by educating the clientele about their different cigar brands.
Award Winning Exhibit Design Scandinavian Tobacco Group at IPCPR
For the IPCPR show, STG wanted a design that would help increase sales for their bulk premium tobacco. Their criteria for this design included needing a lot of product display options and space for one on one meetings. Another requirement was having the branding visible from any point on the trade show floor, they wanted to make their presence known and stand out.
STG wanted their booth space to be a welcoming environment for their audience. They created this by serving beverages in their booth, allowing guest to enjoy themselves and stay longer. Also, since STG was revealing new brands, they were able to get creative and displayed multiple logo graphics on each side of the display counters. One design element represented in both booths was the use of lightboxes functioning as both towers and product display areas. Kaleb liked the design element featured in an unconventional way, rather than having the lightbox on the floor. Some of the design challenges along the way was making sure the small design elements came together cohesively, like the lighting.
Custom Trade Show Design Scandinavian Tobacco Group at NACS
The NACS show forced them to redesign since it was a differently sized booth for a different audience. Their focus for this show was to spotlight their cigars. The audience for this show included buyers, reps, and owners of convenience stores. STG wanted to reuse select elements but still create a different vibe for the smaller sized booth. Kaleb incorporated different textures using a concrete graphic print. However, Kaleb found the smaller booth a little more challenging to design around, since a lot of the space was taken up by display areas for their cigars and lighters.
Kaleb described the design experience as "easy and straightforward, especially working with a healthy budget and large exhibit space." He enjoyed the design freedom he was allowed by the client, which made for a unique experience. It came as no surprise that Kaleb's design was awarded "Best in Show" at IPCPR out of hundreds on the trade show floor!
If you're ready to start designing your next custom booth, then take a look at our custom display page! Find inspiration for a new design in the custom portfolio section. You can also learn about our design process and how to get started!