Raymond Verhelst & Associates
Global Business Development & Marketing Consultancy
CASE Study: Renewable Energy Pavilion
As part of a larger marketing effort, we were asked to develop a pavilion that represented the consortium of wind turbine manufacturers and installers. The European event would be a major introduction for the group and required that there be a mix of information and social settings that would allow prospective customers and partners to talk details while surrounded by product.
Enclosed: Without the walls
As a large free-standing island, it was important that we create some type of enclosure yet the client did not want a hard wall that was so opaque it would block attendees from entering. The translucent mesh panels stretched into the aluminum frames allowed for a surface that offered some transparancy yet with light created mass. The rear entry arch leads attendees into an educational theater positioned under the deck. The face had more branding details which have been removed at the request of the client so we can show you the design.
SELF Service: An Interactive Pod
Part of the company's service is to design entire settings where customers can actually see the deployment of the wind turbines into the actual space using 3D virtual renderings and fly-throughs. The front cube allows four attendees at a time to enter and don virtual headsets to watch a short, emersive display in 3D to give them an idea of the capabilities. It is an important attraction that draws everyone to the space. The entire pavilion rests upon a raised platform and the pod sits on a higher, floating base to promote the floating effect that 3D virtualization delivers.
LIGHT Grid: Controlled Highlights
The use of flying theatrical truss allowed the space to be defined from the top down. We the lighting allows each important item to be highlighted and in some cases create motion through programmed animation. We also used the truss to be a draping point where surfaces were rigged to the truss for additional space designation. Additional products were placed strategically in the open areas on the main floor but they have been removed at the client's request to allows us to show the design.
ORGANIC: Live Plants Bring In The Outside
Because these devices are exclusively placed in outdoor open space, it was important to bring live floral into the design and not make it just a decorative item. This grouping actually provides a backdrop for a seating area directly adjacent to the virtual pod and a new style vertical turbine. The flying chain wall that hangs from the truss, depicts rain falling and creates another outdoor component.
MULTI-Level: Exclusive Hospitality
For show attendees, nothings says exclusive like a second level hospitality section where invitees are treated to comfortable cafe seating and beverage and finger food service. For those chosen to be elevated, and more importantly, seen by others is a psychological advantage where the existing customer is rewarded and the future customer sees this as a way to be seperated from the crowd. When seen by those on the first level there is a natural feeling of self importance. The deck also serves a second purpose to allow for an enclosed presentation space below that can be used as a theater or private conference area.