Event design

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Events design: offering experiences

In the category “Event design” on Red Dot 21, you will find superb exhibition concepts as well as impressive events, excellent trade-fair stands, shops and showrooms. The term “Event design” covers projects that allow people to enter into direct contact with companies – be it in the form of an event such as a product presentation, a company anniversary, as part of a trade fair or in showrooms and brand shops. These occasions offer companies the opportunity to prepare meetings in a very targeted manner and to influence the way (potential) customers and business partners in which will perceive them to a degree that they can rarely otherwise achieve. Nowadays, it is not so much about presenting the company in the best possible light, but more about interacting with customers in a way that allows them not just to hear about products and services, but to experience them. The best projects from the “Event design” category, that were evaluated and recognised by the Red Dot jury members, stand out because they offer consumers a comprehensive experience of the product or brand. These are unique and unforgettable encounters that have the potential to establish an emotional link between people and a brand. Such event design requires a concept that makes full use of the available space in order to get the intended message across. The more the concept appeals to the senses and emotions, the greater the intensity of the visitor’s experience. The design of the space, its lighting, sound, haptic feedback and olfactory perception, as well as physical and virtual brand experiences should ideally combine to create a harmonious overall experience. The aim is to provide information and promote interaction and communication and ultimately, of course, to seduce people. In the relevant image galleries, you will find award-winning examples of such Events, Trade-fair Stands, Shops and Showrooms. However, many companies no longer just publicise their products and services for a short while. Increasingly, they invest in more permanent ways such as exhibitions or museums to enable customers, service providers and other interested parties to experience the world of the brand by learning about the company history, as well as its current and future activities.

The staging of exhibitions

A well-designed exhibition is the basis for the success of brand world experiences and for product, art or theme-based exhibitions, because such complex Exhibitions are not just about putting things on display, but also about getting knowledge across, classifying them in an (art)historical and social context, and much more. Successful exhibition design is characterised by its ability to bring together various different components in a single concept that addresses all the different levels of an exhibition, from its architecture and staging within the available space to its storytelling, communication and educational side and also the nature of the experience it offers visitors. If visitors have the sense of discovering new physical as well as virtual worlds without feeling lost, if the exhibition appeals to the senses and is also entertaining, then the exhibition designers have got a good deal right. In the end, exhibition design has to weave together many different disciplines into a complex whole. These disciplines include architecture and interior design as well as light and sound design – not forgetting analogue, digital and audio-visual media. Every year, many such impressive and holistic concepts and concrete examples of exhibition design are submitted to the Red Dot Award: Communication Design. You will find the best of them in the image gallery. Enjoy discovering them!

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