Case Study – Northwood Hygiene Products
When Northwood approached us to create a concept and design for their stand at the 2017 Cleaning Show we knew the stand would have to be something special. With our long-term client Disposables being acquired by Northwood to create Northwood Hygiene Products Ltd we wanted to create a stand which not only stood out at the show but also launched their new look and brand to the cleaning industry.
What Northwood wanted to achieve.
After a Willow team discussion, we started to quickly put together a cocktail bar lead design concept which resulted in the stand shown. This theme not only allowed for the strong emphasis on hospitality, which was a key aspect of the brief but also helped Northwood create a great marketing campaign around the stand. This campaign invited visitors onto the stand to see their latest products and sample their product themed cocktails and smoothies.
In addition to the hospitality area this impressive stand also featured an innovation zone, six product areas, corporate area, a private meeting room to seat four plus a kitchen to support the cocktail bar and catering team.
The Northwood stand had the prized space at the front of the hall at ExCel, because of this enviable location we focused the design around the hospitality area at the front of the stand. With a full bar serving smoothies, happy hour cocktails and hot food all day guests were imminently greeted as soon as they stepped foot on the stand with refreshments. The stand was designed with seating areas to either side of the bar, allowing for the natural flow of traffic to filter to these areas for discussions.
An objective set out early in the design process was to create a space for private discussions to take place. An area where guests could get away from the hustle and bustle, sit down, build and strengthen relationships with the Northwood team. This is where the private meeting room came in. The room sat four people comfortably, had graphics fitted to each of the walls with brand messages.
Surrounding the private meeting room on all sides were product zones. This helped create distinct areas for guests to be lead to, based on their interest. The zones were created and designed around each brand showcased with corporate colours, logos, and LED lighting all used as part of brand recognition. All the product zones had seating areas where guests could enjoy their refreshments while discussing the products around them.
The back of the stand was one of the most important areas as set out in the brief. Not only did it feature the corporate zone, an area that represented Northwood as well as their new and existing brands but it also housed the innovation zone. The innovation zone was a semi private, limited access only area that showcased Northwood’s new brand Raphael. By closing this area off to the rest of the stand, members of the Northwood team could choose who they invited to have access to the new products. It was framed by a staggering 3.5 metre tall two sided graphic innovation wall, which not only closed the innovation area off to the general visitors but also provided an excellent space to showcase company graphics and messages.
Like the Innovation zone each area of the stand was heavily branded with graphics that represented Northwood. In addition to the individual brands there were also plenty of corporate graphics fitted. All of the graphics were fitted by our team of professional graphic fitters to ensure quality throughout the stand.
This colossal stand achieved all the objectives that were set out by Northwood. It provided Northwood team members with excellent areas to communicate and entertain their guests in as well as showcase their products, both existing and new, in a clean, sleek and modern way. From start to finish our team supported the Northwood team in the development of this stand. In house services such as project management, service ordering, furniture and AV hire were utilized by Northwood to ensure everything was taken care of and they had a successful show. Every aspect of this stand was carefully thought about and designed to maximize the 100m2 space at this year’s Cleaning Show.