Eurobike 2010, 2009
Giant's flagship global exhibition stand at Eurobike in Friedrichshafen, Germany.
This 588m2 stand really stood out from the crowd and reinforced Giant's position within the cycle market.
After the success of the UK retail stores, Giant in the US looked to Whiteroom to implement the European brand platform to showcase the upcoming ranges at Eurobike in Friedrichshafen, Germany.
The brief was to design a booth that reflects the circular branding Giant use to categorise the product ranges. We needed to split the 588m2 booth into 3 separate areas:
- 1/3rd Global Product display
- 1/3rd Seating & hospitality
- 1/3rd Giant Germany
The booth had to be open and inviting to all passers-by, engaging and communicate the core product range messages.
Taking inspiration from a wheel hub, the concentric circular design gave Giant the opportunity to display their new 2010 & 2009 range to full effect. Large hanging graphics and specialised lighting gave the stand a light and contemporary feel, echoing the products on display.
The show was jam-packed with interviews, demos and presentations of new product. Eurobike is one of the biggest consumer shows in the world and saw record numbers attend in '10 & '09. Giant didn't have a moments rest and concluded it as a huge success.
"In previous years, we have left Eurobike with the painful realization that we would have to “start-over” in designing a stand that did justice to our brand and product. But this year is different – as we’re leaving the show with ideas on how to improve our presence and presentation, but a redesign is not needed! The stand was outstanding in terms of its quality – it looked even better than the renders (which is often not the case)."
- US & Global Marketing Manager