Show: GAFA 2012, Cologne, Germany

Background:

Original contact was made between SUMEC and Access Displays, through the recommendation of their sister company, ‘Phono Solar’ for whom we had worked, previously. We liaised, initially, with SUMEC’s UK representative to develop a briefing document that would allow us to conduct a dialogue with their Chinese office. This ensured we understood, fully, their objectives for the show.

Face to face meetings then followed, where budget discussions soon eliminated an initial desire for a double deck structure, but made the task of presenting an extensive product list in an attractive and categorised manner, much more challenging.

Brief:

The stand would need strong branding; incorporating the company colours, and have an open aspect. This would allow the extensive product range to be featured in a positive and eye catching way. A meeting room must be incorporated, together with additional seating throughout the stand, while a mix of floor finishes is to be considered to enhance the product displays. Storage, kitchen and reception facilities would be needed also.

Pitch:

High level 3D company logos, together with high visibility, corner light boxes, were proposed to give maximum brand prominence. Raised platforms covered in a mix of velour carpet and ‘astroturf’, would provide open, attractive product areas, when combined with the dedicated storage and meeting facilities. The company colour scheme would be incorporated throughout, harmonising both the flooring and stand superstructure.

Client profile:

The UK arm of Sumec Hardware & Tools Co., Ltd, a subsidiary of Sumec Group, China and specialising in power and garden tools under the PowerG banner.

How was the Access Displays experience for you?

“The complete process from the initial design ideas through to construction was very well managed. All our needs were met in terms of the finished stand and costs were kept within budget! The account management support was excellent and Access Displays fully understood the tight timescales we needed to work to with regard to samples, graphics etc. This was refreshing and took a lot of the pressure off during the planning of the exhibition.
We had brilliant support in Germany during the build up. Finishing off stands and moving areas to fit new samples that were brought over at the last minute by colleagues from China!! I have to say they really went above and beyond.”

What were you looking to achieve from the show?

“As you know I was very pleased with the exhibition stand that Access Displays designed for the  GAFA exhibition for Sumec. This is an exhibition we attend every two years and it is the only garden power exhibition we attend in Europe. As last time, where we chose a much larger stand space than on previous occasions, we wanted to demonstrate our capabilities as a Chinese manufacturer supplying to key European retailers.”

Did the stand meet your expectations?

“The stand proved a great success with both customers and our colleagues in Europe and China. Everyone was very pleased with the end result, so much so, that the stand is now in storage and we plan to use it at future power tool and garden tool exhibitions throughout Europe.”

Vicki Richmond - Product & Marketing Manager, Sumec UK