Newell Brands - The Rogers Co.
Newell Brands displayed a two-story, 30’ x 110’ at the INTERNATIONAL HOME + HOUSEWARES SHOW. There were many design challenges to create this enormous, beautifully lit booth.
The primary challenge was to create an exciting, bright, and modern retail-like experience for a leader in the Home & Housewares category that would bring a multitude of brands under one roof while maximizing the cubic content of the exhibit.
A demanding timeline and fluctuating list of products and brands being exhibited required a modular solution that would give even representation to each brand, both graphically and volumetrically.
In addition, there was a requirement for five very large meeting spaces (16 persons each room) and support spaces.
The Design team immediately created a layout for the second level to accommodate the largest number of guests without sacrificing personal safety in case of emergency. The deck plan was locked in and ordered before any final decisions were made on the first floor, other than the location of two large video walls and the determination that there would be at least 9’ of clearance under the deck – not the usual 8’.
The custom modular panel system in the product areas included: backlit fabric lightboxes, shelving panels with integrated under-shelf lighting, and solid panels for DTS graphics. Custom product pedestals (some illuminated), large format video walls, product risers and counters rounded out the fixturing. Color-coding product categories and full color 3D brand logos also contributed to the bright and lively retail feel.
The second-floor panel system meshed perfectly with the deck system enclosing space, with a combination of frosted acrylic panels (to the outside) and solid panels (to the inside). Conference rooms included large DTS graphics, shelving, monitors, and storage.
Hanging fabric structures overhead completed the story by literally bringing all brands under one roof.