Haier, a major global electronics manufacturer originating from China, wanted to expand their domestic appliance shows globally. However, it lacked the brand development and exhibition platform to communicate to western audiences.
The brief was to create a global program of memorable exhibition stands which were informative, integrated with their sales process and could connect through multiple touch points.
It was important that while adaptable to be relevant to a local audience, it could still be perceived as a globally consistent brand with its own distinct identity.
I designing a scalable kit of parts, easily adaptable to different sizes and configurations that could distinguish it from its competitors. Working with graphics team to create environments that were not only sales platforms but also communicated product innovation and personal character.
