Design might be ‘function’ first, but form (or aesthetics) should never take a back seat—especially when representing a brand’s or product’s essence. Well-thought visual schemes and strategic branding must pull audiences before a competent offering can floor them. In the case of stand design, impressive set-ups also add value to a trade fair.
In partnership with INDEX 2023 Saudi Arabia, Love That Design organised an initiative that would recognise exhibitors’ efforts to stand out. Stands at INDEX 2023, Hotel & Hospitality Expo, and Light Expo would compete against each other for four titles – Best Use of Colour, Best Use of Lighting, Best Stand Under 40 sqm and Best Stand above 40 sqm.
The morning of the event saw buzz about the Love That Design Awards filling the venue with zeal. The judges, Ben D’Souza, Siddharth Peters, Nuno Cardoso Dias, and Al Johara Beydoun, set out to probe for the stands that left a lasting impression. The agenda was clear, and everyone had their eyes on the prize.
As the team of judges made rounds, it became evident that the Saudi Arabian design scene had an endearing cultural undercurrent. For instance, BSH Walls and Flooring partnered with Kristina Zanic Consultants’ Riyadh team to develop carpets inspired by varied Saudi Arabian regions.
Admittedly, there were more than a few spots where the judges paused to inspect closer. But only stands across four distinct categories flaunted ‘I’m On Trend’ plaques by the end of the day.
Best Use of Colour – It’s Water
‘Blue’ The Chances
The global hospitality industry is responsible for nearly 300,000 tonnes of waste annually. With travel seeing a peak after the pandemic, hotels and restaurants are busier than ever. It’s Water is a Saudi-born brand which offers locally sourced water in boxed packaging to create a positive change in the consumption of packaged water.
At Hotel & Hospitality Expo 2023 Saudi Arabia, the company concocted a predominantly ‘blue’ stand that could be spotted from a mile away. Despite the overwhelming use of the colour, the design was tasteful and skillfully integrated their messaging. “We wanted to show our identity and also depict hotels how the product would look in guest rooms”, said Fahick Faisal, Sales Manager, It’s Water. “The blue is our signature colour that represents our eco-friendly outlook.”
Other features like a screen and popping typography contributed to a strong presence. Interestingly, even though the stand colour matched the product packaging, the product still grabbed eyes due to clever placement inside the booth.
“At Hotel & Hospitality Expo 2023 Saudi Arabia, the company concocted a predominantly ‘blue’ stand that could be spotted from a mile away. Despite the overwhelming use of the colour, the design was tasteful and skillfully integrated their messaging.”
Best Use of Lighting – Match Architect
Sand Art-architecture
Match Architect’s stand was an undeniable architectural muse. The design incorporated clean lines, a subdued material palette and an inherent quality of earthiness that is a staple of the studio. Private and commercial projects undertaken by the team in Saudi Arabia also imbibe the same demure features.
The stand’s embodiment of quiet materiality was immaculate at INDEX 2023 Saudi Arabia. Simultaneously, the design also presented a contemporary version of Saudi Arabian contours. Wholly, the booth was inspired by sand and its kinetic movements. Arches and mashrabiya sparked a regional renaissance in the convulsions of the booth. Perfectly positioned lights and projected shadows made for an engaging experience. A sense of fluid movement gripped the design and rendered it memorable.
“Wholly, the booth was inspired by sand and its kinetic movements. Arches and mashrabiya sparked a regional renaissance in the convulsions of the booth. Perfectly positioned lights and projected shadows made for an engaging experience.”
Best Stand Under 40 Sq. M. – Algo Design
A Parametric Mould
No one dared to walk into Algo Design’s stand. It was not because it had a haunted theme but because it was so detailed that one had to zoom out to catch the full experience. Algo Design is a Saudi-based furniture brand whose repertoire has scintillating pieces that star skillful wood craftsmanship.
Not just at INDEX 2023 Saudi Arabia, but otherwise too – Algo had a refreshing approach to stand design. A curvaceous white wall reminiscent of parametric aesthetics ran through the space, dividing it into two unequal halves. On either side, the products were highlighted against the backdrop. The flooring bore a faint pattern that subtly marked the displayed items with readable signage.
“Since Algo is based on the idea of dynamism, we needed a dynamic design that considers space constraints and provides ease of movement”, shared Mohammed Zayed, Design Director, Algo Design. “We wanted the design to respond to our requirements of dividing the space into two and using the space closest to the main corridor of the exhibition to show Algo’s iconic products.” Overall, the departure of the stand from ubiquitous room-like designs brought visitors to flock and marvel at the intricacies.
“Since Algo is based on the idea of dynamism, we needed a dynamic design that considers space constraints and provides ease of movement. We wanted the design to respond to our requirements of dividing the space into two and using the space closest to the main corridor of the exhibition to show Algo’s iconic products.”
– Mohammed Zayed, Design Director, Algo Design
Best Stand Over 40 Sq. M. – Guest Supply
The Story of No Wastage
The luxury of walking into a hotel room and using brand-new toiletries packaged neatly is unparalleled. But, it all comes at a cost to the environment. Guest Supply, an American-based company, is on a perpetual journey to provide greener products to its clients. Their focus lies in developing the most sustainable products and then improving them. From minimising material used in packaging to product recycling, no stone is left unturned.
Their stand stood out at Hotel & Hospitality Expo 2023 Saudi Arabia because of their clear storyline and goal. A visitor’s experience is enhanced when a stand’s design concept syncs with the brand’s ethos. Guest Supply’s design reflected their aim through signages, typography, and the material they had picked. By using a strategy to make the products as if they were floating, the team ensured that visitors did not leave the stand without getting curious about them.
“The inspiration behind the stand design was Vision 2030”, informed Sonja Allen, Regional Sales & Marketing Manager MENA, Guest Supply. “By utilizing sustainable materials for our stand, we wanted to showcase our continued growth & development for a more sustainable future. As the world’s largest hospitality supplier, we have a responsibility to pave the way for a more sustainable future. We wanted to demonstrate ways to reduce, reuse & recycle. For example, our current amenity programs use dispensers to reduce plastic use and also utilize post consumer plastics (no new plastic is made by using products made of PCR) for production. In addition, to reduce carbon footprint we leverage clean formulations that can be used in grey water systems & hence, reduce plastic content in packaging overall.”
“As the world’s largest hospitality supplier, we have a responsibility to pave the way for a more sustainable future. We wanted to demonstrate ways to reduce, reuse & recycle. For example, our current amenity programs use dispensers to reduce plastic use and also utilize post consumer plastics (no new plastic is made by using products made of PCR) for production. In addition, to reduce carbon footprint we leverage clean formulations that can be used in grey water systems & hence, reduce plastic content in packaging overall.“
– Sonja Allen, Regional Sales & Marketing Manager MENA, Guest Supply
A first for Love That Design and a first for INDEX 2023 Saudi, these awards gave exhibitors direct recognition. Besides a shiny plaque and a hard-to-miss floor sticker, the winners basked in the validation from the media partners and organisers. Next time, we hope to see more fierce competition and inspiring designs. Until then!
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14 September, 2023
