Exhibition branding research report
BRANDING AND DESIGN 11
Exhibition branding and design report
Table of Contents
Exhibition summary 3
Case studies 3
A2 Milk-Taste of London (Event branding) 3 a)
Gagosian Exhibition Design (Gallery) 4 b)
Musée Miniature & Cinéma (Museum) 5 c)
Street Food Circus-Cardiff (Festival) 7 d)
Conclusion and recommendations 7
Comparative analysis 8
The aim of this report is to showcase the different exhibitions featuring museums, galleries, food festivals and events. The report identifies four cases; a milk exhibition event, a miniature world museum, Gagosian gallery and a street food festival in the United Kingdom. These cases are drawn from the UK and France because they have a long history of art and design which is vital in understanding exhibition branding and design.
Human desire to be inspired and motivated by works of art has been harnessed in branding and designs which are captured in museums, galleries and events. While creating imagination and pictures of both abstract and the real world, exhibitors have perfected the use of art in branding and exhibitions to increase brand value and promise.
In writing this report, there were challenges of obtaining the most fascinating and suitable images to be captured. Also, works of art are unique and carry specific meanings which cannot be compared. While this exhibition research report may have setbacks and challenges associated with details, it offers a broader view into branding and design that is relevant to marketing.
Exhibition branding and design in the recent past has gained prominence as people get desire aesthetic objects and appealing imagery. While exhibition branding was derived from thought and ideology, it was adopted by corporate in its marketing campaigns to create impressive visual presence. Brand managers and marketing teams are more preoccupied in discussing brand proposition and client requirements based on brand guidelines to create new brand identity. Effective branding creates meaningful impact on potential customers and truly communicates a brand culture. In exhibition branding, consideration is given to the profile of the audience and the stands that border the branding exhibition. This activity is meant to send across the right message and create full distinction and impact on customers.
A2 Milk-Taste of London (Event branding)
Clients: Nursing mothers and students
Subject: At the taste of London show, A2 milk wanted to use their existing stand to create dynamic and new impression. The exhibition consisted of a Barista zone, Milky bar for sample tasting, room for food demonstrations and a nutritional clinic (A2 Milk, 2015). These elements considered the scope for some innovation and size of the space. The intention was to create a ‘wow factor’ among visitors touring the exhibition stands. The exhibition made good use of vaulted ceilings of Tobacco Dock and unusual layout.
About: A2 milk exhibition was designed by Graphic Mill team based in London. This team was led by Leah Parslow who was able to work within a limited budget and visualized brand requirements. The Graphic Mill team was able to develop the initial concepts right by using a small team of 2 people to work on their entire stand.
Brand analysis: The choice of Tobacco Dock by A2 made it a unique challenge for Graphic Mill to plan for space, lighting and flow. The company created 3D visualizations to illustrate how lighting would work when new graphics and existing elements are combined (A2 Milk, 2015). The solution was to use Aluvision modular wall as part of exhibition stand modifications create reusable fabric backdrop. What worked from the A2 milk brand is the transformation of space using purple artificial glass. This was one of the most captivating and eye-catching exhibitions at the Taste of London show.
Gagosian Exhibition Design (Gallery)
Subject: The Gagosian gallery is located at the Britannia Street in London and features ‘Picasso: The Mediterranean years’. It consists of five to seven rooms that comprise diverse works of art from video installations to large sculpture. The gallery was designed to create enough space and suitable hue for visitors to view the pedestals and vitrines that are on display in free-standing works (Selldorf Architects, 2016). This gallery is among the few that attract international visitors and tourists to marvelous works of art by leading artists.
About: The Gagosian art gallery features the works of Selldorf architects who have also exhibited the works of Pablo Picasso, Lucia Fontana, Francesco Vezolli and Claude Monet. Selldorf architects create lighting designs and layouts that are particular to the work of artists.
Brand analysis: Gagosian exhibition blends lighting design, layout and artistic souvenirs, paintings and other works of art to create a lasting impression in the minds of visitors. The gallery has artificial and natural lighting that can be varied in scale to optimize view and mental imagery. It is meant to depict humanity and nature in its natural form and showcase boldness, endurance and uniqueness of art.
Musée Miniature & Cinéma (Museum)
Clients: Tourists and real estate developers
Subject: This piece of art is a replica of the maxims, a famous Parisian restaurant. These creations features photographs and measurements that depict real locations based on design precision and technical know-how. The museum has different elements and exhibitions for doll-house enthusiasts and tourists also showcased in the French city of Lyon (Nessy, 2015). The special effect is for tourists to have an experience or nostalgia of the incredible works of art and inspirational vault.
About: Musée Miniature & Cinéma is a five-storey building with many works of art founded by Dan Ohlmann. Being a renowned miniature artist, he produced hundreds of cinematic museums with special effects and one part miniature museum.
Brand analysis: Besides creating a cinematic museum of special effects, visitors and tourists can have a view of a miniature world that is closely linked to the film industry. Since computers have been able to generate similar effects, the miniature world in the form of art brings the nostalgic past of a small earth shown through a panoramic view. Visitors can be able to take a peek inside the miniature museum in France and get to understand the culture, imagination and thoughts of its artists. This is the reinvention of the French art which is highlights the maturity of its film and cinema industry.
Street Food Circus-Cardiff (Festival)
Subject: This is a lip-smacking exhibition and an evening presentation of various dishes and gourmand in South Wales. It consists of Dusty Knuckle Pizza, Hangfire smokehouse, The Bearded Taco, Lola’s Wings and Zoe’s Ghana chicken among others (Bevan, 2016). The three day event promises visitors of bigger and better tasting food that also features the finest beers and local craft ales. Exhibitors have the opportunity to meet with guests and visitors who would like to sample and taste the various dishes and cuisine.
About: The street food circus is held annually and is characterized by themed bars and 20 rotating artisan food trucks. The best exhibitors go home with hefty prizes, bookings and improved brand name.
Clients: Food and wine tasters / tourists
Brand analysis: This festival provides an opportunity for the different brands to showcase their culinary capabilities and creativity in food preparation. Apart from explaining and allowing visitors to taste food and wine, exhibitors get the rare opportunity to showcase culture, lifestyles and norms of diverse communities living in South Wales.
Conclusion and recommendations
The exhibitors in this case were drawn from events, gallery, museum and festival. Although they all exhibit different components of human desire, they have common characteristics such as form, impression, hue, history, boldness and inspiration. Specifically, the museum depicted history and nature while the gallery reflected much of imagination. Still, the event branding coalesced images of food with color to inspire milk lovers into increased consumption and brand value. The installation aspect of the museum and food festival alongside deliberate lighting conveys a message of communality, one human family and love that people have for one another. Use of purple color in the A2 milk case showcases pride, extravagance, creativity and dignity associated with milk while brown and grey colors from the gallery depicts steadiness and eternity. On the other hand, the Musée Miniature & Cinéma is inspired by the human spirit and desire for comfort and pleasure while Gagosian art gallery portrays commitment and motivation of the physical body to outlive challenges and obstacles. With most Gagosian artwork being free-standing works of mainly Pablo Picasso, it is more of imagination that reality compared to the displays at the Musée Miniature & Cinéma.
Exhibitions of this magnitude and proportion requires greater involved of all the stakeholders such as designers, architects and financiers
The art gallery and museum being a collection of historical relics and artifacts may require more funding for maintenance and redesign to meet the changing customer tastes and preferences
Better staff training and motivation is needed to enhance customer satisfaction and understanding of exhibition works
There is need for balance between imagination and reality of exhibitions for customers to understand the need to buy artwork or food that is congruent with their beliefs, customs and traditions
Architects, marketing teams and designers should be abreast new technologies of marketing their services including use of social media and internet
Proper adjustment of lighting, color mix and spatial distribution of artwork should be done to avoid confusion and congestion.
Exhibitions should feature diversity of cultures and languages so that people can learn from different parts of the world in areas such as dressing, food and etiquette
A2 milk (2015). A2 Milk- Taste of London. http://graphicmill.co.uk/portfolio/a2-milk-taste-of-london/
Bevan, N. (2016). The amazing food not to be missed when Cardiff’s Street Food Circus launches. 17th August 2016. http://www.walesonline.co.uk/whats-on/food-drink-news/amazing-food-not-missed-cardiffs-11762582
Nessy, M. (2015). Take a peek inside this French Miniature Museum. September 15, 2015. http://www.messynessychic.com/2015/09/17/take-a-peek-inside-the-fantastic-french-miniature-museum/
Selldorf Architects (2016). Selldorf Architects. http://www.selldorf.com/projects/gagosian-gallery