Products. Precision. Adaptation.
Attendees at Visual Impact Brisbane are a discerning lot. They don’t just want to learn about printing, engraving, routing, and laser-cutting products. They want to see them in action and judge for themselves whether their quality and precision lives up to the hype.
Thus, for their exhibit at Visual Impact Brisbane 2024, marketers at Mimaki needed to offer myriad working product displays in a relatively small footprint while also creating clear on-point visibility for the brand. Their solution comprised the perfect marriage of products and precision—with a smidge of adaptation thrown into the mix.
Challenges
Printing is all about precision. What sets one product and application apart from the herd comes down to precise colours, text, sizing, sharpness, and more. So going into the show, Mimaki needed to demonstrate quality and precision via both its products and its exhibit-marketing elements.
To that end, Mimaki hoped to display 10 working printers in its relatively small 6x15m stand, including everything from a wide-format UV-LED flatbed printer to a direct-to-film printer. However, marketers also wanted to mirror the quality of a breathtaking stand design for their U.S. Mimaki counterpart—while not only adapting it to the Australian market and a much smaller footprint but also executing it with a comparably miniscule $40,000 budget.
- Include 10 working product displays
- Employ minimal exhibitry in an open floorplan
- Match the U.S. stand’s quality and vibe
- Offer ample branding, including an overhead banner and ID arch
- Incorporate an 82” display screen
- Display various printed samples
The Build
Mimaki’s 6x15m stand featured an open concept with ample entry points. Set atop an easy-to-assemble flooring system made to look like classic oak, 10 products peppered the space, from a massive wide-format flatbed printer that almost spanned the width of the footprint to a comparably petite cutting plotter.
The prerequisite branding elements comprised a brilliant, multihued fabric banner suspended over half of the space as well as a similarly hued archway across the centre of the footprint. Quality craftsmanship paired with Mimaki’s bold graphics to create the couldn’t-miss arched focal point that also featured integrated storage. Jutting out from the central arch, a U-shaped architectural element highlighted a key product, while its back side housed the required 82” monitor featuring product-related content.
Features
- Mixture of printed fabric and PVC framework
- Classic oak flooring for a natural touch
- Bold, custom archway
- Aluvision components
- Glass product-display case
- Overhead rigged banner
- Application wall offering completed samples
Results
According to Chris Dutkowski, National Marketing Specialist, “ExpoCentric brought the Mimaki brand to life. They turned a concept into a reality and were incredibly helpful in adapting the design to our budget and conditions.” What’s more, Chris Dutkowski hailed the design and installation as “super meticulous”–and utterly on par with the brand’s quality standards.
Combining precision, product displays, and an adapted design, Mimaki’s exhibit was a visual symphony of sorts—which was no doubt music to the ears of the show’s discerning attendees.