Completely take over an empty venue space and transform it with our personality. Then blend our many subjects into an integrated and understandable presence…and make it comfortable for the 38 nations and thousands of visitors to be hosted.
BAE Systems asked Rapiergroup to make the new FIVE venue at the Farnborough airfield site for this prestigious Air Show their best show yet.
And we did – all 5,500 square metres of it…
We started with message strategy. Understanding BAE Systems objectives top-down, we applied our design and shaped the visitor journey to ensure the stepped series of messages and capability were delivered clearly for a memorable take away.
We took the advertising agency campaign creative and worked with the agency to adapt it into a 3D environment.
How? Through a greeting audiovisual atrium for visitors to view a huge video wall bringing the main campaign theme to life and setting the scene of the wide capability BAE Systems has to offer.
Match that to designing a reception for registration and badging; a huge, multi-level exhibit arena with 3 core presentation hubs, which split out the messages to cascade to the audience. These were supported by hardware and software demonstrations and displays along with full-sized land and air vehicles, scaled models, and the introduction of a stunning new multi-touch presentation table, driven by object recognition.
Visitors could choose the execution of a customised presentation by placing a coded subject block on the table and the live presenter then bought up numerous videos and content to share simultaneously with the audience.
The internal customers workspace and welfare was also considered with 300sqm of staff working space, full spec workstations housed in a 'virtual office' with printing and IT back up area, pavilion staff lounge and catering, reflexology, massage and chill out-zone
For the more focused visitor we provided a segregated 12-room meeting space, meeting lounge, 3 bars, a 200-seater restaurant which served 2 sittings, a separate VIP area for senior management – with 8 up scaled meeting rooms doubling as private dining rooms during lunch, hospitality suite, a VIP bar, exclusive VVIP news and multimedia lounge…. all topped by a separate 600sqm raised external viewing deck to experience the flying displays outside.
And talking of outside – we created an external globally themed bar serving international recipes, as well as displaying full-scale land vehicles, and air and sea exhibits.
Separate Press and PR facility attracting editors and journalists from around the site to use the space and working facilities as a base for the day, file copy, attend a press briefing, have a bite, or get a shoes shine before setting out again, to finally return later for a 'sundowner' drink and collect their luggage from their own lockers.
From programming to lighting, set and exhibit to furniture and graphics all the elements are designed to work together and, as part of the clients future brand delivery programme. Re-use globally and with environmental care, LED lighting throughout reducing heat, air-conditioning being another example.
All in all - the most complete integration, the most complete solution and the most complete success!
Click here to see the video 'Inside BAE Systems’ meetings and events strategy' recently featured at www.eventsreview.com
