Our client and their challenge
The Cat brand is about innovation, cutting-edge technology and creating products that go the extra mile for the workers using them. For the A+A show in Düsseldorf they wanted to show this and bring together Cat® footwear and Cat® apparel for the first time.
The A+A show is considered one of the biggest safety shows in the world and only runs every two years, so it was critical that Cat made a big impact when communicating their tech-driven products to the distributors and wholesalers in attendance.
They were also doubling their usual expo space and wanted an exhibition that felt pioneering, displaying a single cohesive story for both product ranges. The stand would also need to be sturdy enough to withstand transportation and storage, so it could be reused at the 2019 and 2021 expos respectively.
Big Group Retail were engaged due to expertise in creating stunning experiences that incorporated AR and VR elements which could be combined with the Cat pre-existing app.
Our process and solution
We designed three initial concepts based on the Cat brand architecture and including state-of-the-art presentation technology, to wow the crowds and uphold the reputation of Cat as tech pioneers. The three solutions included a mix of transparent screens, projections, video walls, and a play space for visitors to use the Cat VR app.
The selected solution was created using metal frameworks which provided the longevity required. It also had a modular construction, which meant it could be easily stored and rearranged so that future shows can have a different look and feel, and individual elements could be used for other events in between A+A.
The metal-framed modules not only gave the structural support necessary for a 5-metre-high design, but could be used to display graphics across the rails and utilise shelving for product and mannequin fixtures.
The result and the impact
A visually striking and engaging stand that received high footfall throughout the event with visitors consistently stopping to explore the aisles of the stand.
The stand was delivered on time to a pleased client that included several key features to make it stand out:
- Large 50” transparent screens for both Cat® footwear and Cat® apparel showed high-tech product videos that ‘revealed’ real products behind them.
- Individual modules showcased other products, including more transparent screens and cleverly displayed products that appeared to be floating.
- The stand was hardwearing and reusable, made from robust permanent materials that are regularly used in the construction industry such as checker-plate flooring, steel rods and perforated sheet steel panels.