Challenge
Utopia supplies glassware, ceramics and cutlery to Britain’s hotels, restaurants and bars, and Hotelympia at ExCeL London put the brand in front of chefs, buyers and operators from across the industry. With a large range to show, the stand had to work like a showroom, open, easy to browse and full of product, while still feeling like a destination on a busy show floor. [Confirm the brief: ranges launched, meetings and orders.]
Let the product catch the light, and give the brand one strong moment.
Creative response
A showroom on the show floor: a dark, quiet framework that lets the glassware catch the light, with one strong green moment at its heart.
Experience
Visitors walked straight in along a central aisle, past lit tabletop displays of glassware, serveware and food styling, towards a greenery wall carrying the illuminated Utopia logo. Open shelving bays on either side let buyers browse the ranges up close, and a bar table beside the green wall gave space to talk. A corner wall of food and drink photography showed the products in use, and illuminated cubes overhead marked the stand out across the hall.
Delivery
I designed Utopia’s stand at ExCeL London, developing the creative concept and guiding the technical design through to final delivery. Working with a trusted production partner, I oversaw manufacture and build, so the original creative intent survived into what stood on the show floor.
Results
A showroom on the show floor, where buyers could browse Utopia’s ranges up close and stay to talk.
