A memorable brand experience was an essential element
A single imposing stand with strong brands and a memorable presence that not only attracts visitors but allows them to engage and become informed about the range.
Peugeot and Citroën threw down the design and innovation gauntlet when looking to appoint an agency to design and build a joint stand at this year’s Commercial Vehicle Show.
Exclusive and inclusive at the same time
Here we describe how we not only won the project ahead of five other potential suppliers but, following the Merit 360° approach to exhibiting, went on to create the biggest stand at the show in terms of both size and impact.
As Graham Smales, Corporate Sales Manager at Groupe PSA shared during the show:
“This year’s Peugeot Citroën stand at the CV Show looks fantastic. Many have commented that it is the best stand at the event.”
Peugeot and Citroën had decided to join forces and build one exhibition stand instead of two separate smaller ones. While they were looking to share some spaces, they were still seeking two distinctively separate zones for each brand to display their vehicles.
The hospitality area was key to enabling the sales teams to network with their existing clients and connect with new ones. The brief stated: “We would like this area to feel exclusive and inclusive at the same time. It needs to represent the brands but also be a fairly neutral zone.”
“A Memorable Brand Experience” was our main theme as we set about creating the initial visuals. To capture attention from the flow of show visitors, we designed pillars with clear Citroën and Peugeot branding.
The stand itself was split into two distinct areas with the back wall and the flooring dividing the main brands. There was also a white divide in the centre of the flooring to welcome visitors and funnel them into the hospitality area and towards Free2Move (the Group’s new connected services and leasing company).
Within each area there was an entrance into the hospitality experience.
As we saw at the actual event (below) when the stand was fully constructed by our team, it all worked extremely well.
Our design concept also ensured the hospitality area was split into Citroen, Peugeot, and Free2Move while still allowing people to flow through and network together.
Turning heads during the show
The low wall in our concepts (above) and finished stand (below) kept the area enclosed, while still being open and inviting. There were multiple entrance points and furniture had been mixed between multi-use soft seating and practical long tables with chairs.
For Peugeot vans, we elected to use a theme that was minimal but corporate, mainly using black. A super-sized Peugeot lion image was placed on the wall to attract attention.
Its effectiveness was immediately apparent when we started building the stand and, along with a model Peugeot lion placed towards the front of the stand, it turned a lot of heads during the show.
For the Citroën area, our design included a pillar clad with logos to attract attention. Also, information totems were placed behind each van which stood on striped carpet features.
As well as reviewing our design concepts, the team from Peugeot and Citroën were able to experience the stand development using our Virtual Reality (VR) technology and make adjustments as we progressed the project.
This was another element that contributed to the overall success of the stand and the business objectives to promote the Peugeot and Citroën LCV range as a reference in terms of quality and innovation and showcase the advanced technology.
Or, as Jonathan Heeks, Events Coordinator of Citroën & DS Automobiles, succinctly summarised:
“A quality stand build delivered exactly as proposed.”
Peugeot and Citroen – https://www.groupe-psa.com/en/automotive-group/