Blending form with art at Beautyworld Middle East
The destination show for all things cosmetic, Beautyworld Middle East brings in over 50,000 visitors a year. Iberchem are a longstanding client of ours, and wanted to bring their luxury fragrances to life in a stand that would embody their brand strapline of ‘artistic synthesis’.
Avoiding the standard trappings of exhibition stands was crucial for this project. Iberchem wanted to encapsulate the feeling of their fragrances in the structure itself, so we worked with them to design a stand that married both the organic nature of their fragrances with the technological prowess that Iberchem have come to be associated with.
We used warm wood to ground the visitor within the heart of the lounge area, and introduced decorative geometric forms that blended the brand’s current communications seamlessly with the event.
A custom chandelier and etched glazing brought a touch of elegance to the stand, while the LED framing and sprayed counters with underlit LED highlight allowed us to showcase Iberchem’s technical precision.
The product experience was centred around a fragrance testing lab, and we worked closely with Iberchem to house their automated scent dispensers in a high-end, retail-equivalent counter.
Space for hospitality was paramount, so we designed comfortable, stylish surroundings for the lounge, where visitors could enjoy speciality teas and confectionery while watching live painting sessions, with art displayed on the stand itself throughout the event. For those executive-level meetings, we introduced a spacious private meeting booth.
Iberchem were thrilled with the stand and have invited us back to work on their next project, which presents even more of an exciting challenge.