Haier - Global Exhibition Program
Haier - Global Exhibition Program from Rob Atkinson
Haier - Global Exhibition Program

Haier, a major global electronics manufacturer originating from China, wanted to expand their domestic appliance shows globally. However, it lacked the brand development and exhibition platform to communicate to western audiences.
The brief was to create a global program of memorable exhibition stands which were informative, integrated with their sales process and could connect through multiple touch points.
It was important that while adaptable to be relevant to a local audience, it could still be perceived as a globally consistent brand with its own distinct identity.
I designing a scalable kit of parts, easily adaptable to different sizes and configurations that could distinguish it from its competitors. Working with graphics team to create environments that were not only sales platforms but also communicated product innovation and personal character.

For further Project information please downloaded this PDF
View PDF
Main walkway route branded canopy around the perimeter
The brand messaging exuded character, personality and joy
Main branded signage canopy with corresponding installations and customer engagement stories at low level
The clean template and hot pink brand colour created a distinctive brand message when exhibited. This approach was reproduced through a kit of parts that allowed the stand to be reproduced at any scale and across different configurations
Axonometric indicating the distribution of the product display, brand communication tools and consultancy space and its integration with the brand canopy
Proposed Consult space
Final implemented consultancy area
The walkway routes centered on the Haier 'heart'. An expression of its commitment to people and the environment it served as a platform for the exchange of ideas based on customer needs
The stands needed to show adaptability, dependent on if the focus was a brand-building exercise or a sales show.
Installed product display, bookmarked by a 'slice of life' installation which visitors were encouraged to interact with
Convergence of brand messaging centred on the personable, fun aspects of life in which technology plays a role
Entry onto the stand created multiple opportunities for rich immersive experiences that would maximize dwell time on stand
Entry into the Haier 'heart', quite literally the heart of the brand
The heart, made up from 'product innovation' stories that had been submitted by consumers. The stand and its core components were reusable indicting Haier's commitment to sustainable solutions
Scaled consultancy areas for store-in-store proposals
Graphic communication style was designed to be reportage-like presenting the personable nature of the brand
Extensive material research was done to produce the same multi-layered canopy in different materials to accommodate differences in construction technology within different regions
A 'slice of life' installation indicating how the brand's lifestyle message was brought to life
Part of stand design for IFA Germany, one of the first large-scale installations to be delivered in Europe
The dynamic use of imagery, text and colour provided a welcome contrast to the white stand
At the IFA stand in Germany, visitors could contribute to the Haier 'heart' through digital interactives or distributed cards
gLike
Haier - Global Exhibition Program

Haier, a major global electronics manufacturer originating from China, wanted to expand their domestic appliance shows globally. However, it lacked the brand development and exhibition platform to communicate to western audiences.
The brief was to create a global program of memorable exhibition stands which were informative, integrated with their sales process and could connect through multiple touch points.
It was important that while adaptable to be relevant to a local audience, it could still be perceived as a globally consistent brand with its own distinct identity.
I designing a scalable kit of parts, easily adaptable to different sizes and configurations that could distinguish it from its competitors. Working with graphics team to create environments that were not only sales platforms but also communicated product innovation and personal character.

Rob Atkinson
Design Director at Imagination London, United Kingdom