GSK exhibition stand

PEP have assisted Glaxo Smithkline Beecham to win the ‘Best in show’ award in Milan for 5 years running, working alongside their agency to come up with creative stand-out designs whilst utilising ground-breaking and cutting-edge technology rarely seen in the AV and exhibition worlds. This journey starts long before the event itself with PEP’s in-house team helping to refine and drive the creative ideas from the very start, help with stand design, cad drawings, content creation and content testing prior to the event.

The Brief:

We were tasked with providing LED, small screen, tablet and audio technology, as well as creative content, that would elevate the client’s exhibition stand in a very busy marketplace that included a number of other very high profile pharmaceutical brands. We were to work with the creative agencies to ensure brand integrity across the entire stand. We were to ensure a consistent quality level for the duration of the event. We were to ensure that there were adequate health and safety measures in place. Visitors needed to not only be engaged with the main screens but also needed to be engaged with the network of small screens and ipads, the latter needing to be interactive.

The challenges:

The challenges were complex: Multiple creative agencies were involved representing different brands so our team of technicians and account handlers had to communicate well and have a robust set of procedures and timelines to ensure actions were affected efficiently and accurately. The technical specification meant that content had to be tested so any issues could be addressed prior to the event. There were logistical challenges too – not just making sure all the equipment arrived in Italy on time, but also being able to control all of the various LED displays and stand visuals, so that everything displayed correctly and at the right time.

The outcome:

A full content testing day was organised prior to the event using the same equipment that would be used at the event to ensure the content worked without any errors. PEP tested all the equipment prior to loading onto the transport and loaded spare equipment as replacement in the event of any unforseen breakdowns.

The stand was delivered with over 200sqm of LED screen ranging from 1.5mm bespoke totems with back-to-back screens 300mm apart, full curving banners 90m in length surrounding the whole stand, forum and presentation areas including large touch LED screens and brand take-overs bringing every screen on the stand to life.

The visuals on the stand were centrally controlled from our advanced Pixera system, operated by our own Pixera trained in-house staff. In a world where understanding visitor participation is vital, we also helped with data analytics and content creation across the touch screen networks, as well as with live camera production and audio interaction for forums, a journey to the show video for the clients and their staff and interviews for the brand leads attending the event.