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Fisher Price exhibition stand

Background Information

Fisher Price are part of the Mattel group. They design, manufacture and retail baby and infant toys and products.

After convincingly winning a 5-way pitch, Ripe were asked to design, build and manage Fisher Price's presence in 2005 at the 3 Baby Show events in Glasgow, Birmingham and London.
Summary of the brief

• Design a 15m x 16m stand in consideration to the space
• Must retail and demonstrate products
• The stand is to be re-useable as much as possible
• Complete management of the stand build, design and delivery
• Consider an incentive to encourage people to come onto the stand
• Suggest other promotional elements (a complete solution)

Project objectives

• Create a stand that is synonymous with being "better for baby"
• Be as creative as possible without being too over whelming
• Design a stand that is ahead of its time
• Stand out from the rest of the exhibitors and other stands present
• Build around the strap line "play.laugh.grow"
• Maximise the stand position, and traffic flow to and from the stand

Solution

Firstly we carried out research with various different parties that would be involved in the show; including customers and other exhibitors to gain a number of insights which we fed back into helping to shape the brief.

Our approach centered on creating a solution in which people could either interact with products, purchase products, or both and that the customer journey between these areas was very clear and easy to understand.

The stand was constructed with two clear areas - retail and display. The central structure contained large format graphics which carried brand messages, with products housed on all sides. The structure also contained a store room to maximize space. A clear area designed specifically for children, in which they could play and interact with the products ensured that the stand appealed equally to parents and children.

To complete the full solution, customer data was also captured by the stand staff to build a database for further permission based communications; most significantly the resource based website Ripe are currently designing and building.

As with all projects that Ripe undertakes we supply a full evaluation and SWOT report upon completion of each show to feedback to the client.

Result

The first show in Glasgow (March 4th-6th) was a resounding success; with the Fisher Price stand creating a wow factor amongst those who came to the exhibition.