Eurobike 2011
Whiteroom were awarded the contract to design and install Giant Bicycles' Global stand @ Eurobike, Germany for the 3rd year running.
The Brief:
This years stand had a slightly different brief to previous years. The full 585sqm now had to be a global platform, previously half the stand was taken up by a Germany specific zone. This meant more bikes had to be displayed along with a technology area, gear area and hospitality. Giant also wanted the look and feel of the stand to be more minimal.
The Delivery:
Whiteroom delivered a fantastic sales platform for Giant to display their new 2012 range of bikes. With several regimented display plinths focused on the individual ranges of bikes, it created a clean and functional way of showcasing the bikes in side profile. It proved quite a challenge to space plan 125 bikes in side profile.
A lighting rig provided an overall wash of light along with the ability to suspend large lightbox logos and hanging graphics. Monolithic display walls provided space for the new wheel systems, gear and apparel ranges. The centralised Hybrid zone created the centre piece that Giant required to push their Hybrid technologies.
A spacious hospitality area towards the rear of the stand provided the all important space to discuss new ranges over a beer or two.
Overall the stand was a great success and provided the Giant team with a platform from which to showcase and highlight their new product ranges in style.
Quote:
“We challenged Whiteroom with creating a Eurobike stand that was both visually impactful as well as highly functional, and they exceeded our expectations with a beautiful stand that was on-brand and on-budget.”
- Global Marketing Manager, Giant Bicycles
