Having made the leap from their previous shell scheme stands to a much larger custom-built, bespoke exhibition stand for the first time, this stand brings H&T Presspart’s new brand to life in a powerful way, supercharging their presence at CPHI and helping communicate our client’s evolution from manufacturer to leading developer and innovator.

Background

Held every year in Europe, CPHI (Convention of Pharmaceutical Ingredients) is the biggest global pharmaceutical show uniting 1,800 exhibitors from over 160 countries worldwide. CPHI covers the whole supply chain from API (active pharmaceutical ingredient) manufacturers, pharmaceutical companies through to device and packaging manufacturers. It is the must-attend show for the industry, and its over 50,000 annual visitors prove it.

Attending the show for the first time since before the pandemic, H&T Presspart’s audience would not only be customers, but also major competitors in the general contract manufacturing arena and in the manufacture of inhalation components and devices, which our client is a leader in.

The CPHI show was the forum chosen by H&T Presspart to showcase their new brand, which we had developed for our client. The updated brand reflects the company’s evolution from a component manufacturer to a full-service development and manufacturing partner of drug delivery devices.

Challenge

Moving away from previous shell schemes, the bespoke exhibition stand design had three main requirements:

1. To bring to life the new brand, visually transmitting the new strapline – “Impacting Tomorrow. Together”. This strapline emphasises our client’s approach to long-term partnerships with customers, and how those partnerships can improve the lives of tomorrow’s patients.
2. To pay homage to H&T Presspart’s core business as developers and manufacturers of drug delivery solutions.
3. Sustainability is a key point of focus in our client’s strategy (and the industry as a whole), so the new stand design needed to transmit how they support the industry with sustainable devices.
4. To be able to re-use some of the stand elements for future exhibitions.

Solution

With a much bigger footprint this time, and the plot located at the end of the exhibition hall, the bespoke exhibition stand brings the new brand to life in a powerful way, and helps communicate our client’s evolution from manufacturer to leading developer and innovator.

The new brand’s parallelogram shapes and angled lines frame the space and add a sense of movement and dynamism, of things happening, which combined with 4-metre heights, a commanding hanging canopy structure, accents of light and colour and energising video content prove irresistible to attract delegates into the space.

^{We paid special attention to lighting, with halo inset lights on walls and floors,
and the luminosity of an integrated LED tile video wall that floods the stand with light.}

As part of the exhibition project we also created the custom video content that was played on the angled LED screen. Looping throughout the day, we ensured that the transitions within the videos mirrored the angled lines of the new brand.

^{A void space behind the LED screen allows easy access to the AV team.}

The angle theme runs through other elements of the bespoke stand, such as the welcoming reception desk and a display counter. Inspired by museum exhibits and the stature and significance they transmit, the glass-topped display cabinet proudly showcases a curated selection of H&T Presspart’s products, generating curiosity and enticing passers-by to approach and take a closer look.

^{QR codes give delegates access to digital brochures,
while printed versions were also available for visitors who prefer a physical copy.}

^{Anticipating a high number of visitors to the stand and always keeping quality in mind, we opted for a resilient, non-scratch oak laminate floor
that is not only durable, but also adds a natural, warm feel to the space.}

A storage room and a private meeting space complete the stand. The storage area, lockable, allowed the H&T Presspart team to safely keep branded collateral such as paper cups and pens, and even H&T Presspart-branded biscuits. There was also enough room for a kettle, a fridge, and also an area to keep coats and bags secure. The meeting space, with a tall table, six chairs plus standing room for two, and a TV screen was laid out in a way that guaranteed privacy from the rest of the stand; the carpeted floor also contributed to soundproofing the room to minimise disruption during the pre-arranged meetings.

After considering installing a living eco-wall that would nod at H&T Presspart’s focus on sustainability, we instead opted for a wall graphic, a striking image of foliage that not only adds more colour and light, but is also more cost-effective and easier to maintain.

We incorporated the new brand’s iconography to wall graphics throughout the stand to help embed different messages in the minds of the audience.

H&T Presspart’s presence at CPHI was a success for our client and also for our exhibition design team, who were booked for next year’s show within the first hour of Day 1.