Grieg Seafood - Retail

A calm harbor in the midst of the storm

Services

Grieg Seafood is one of the world's leading players in fish farming. They have a unique position in the market that reflects their long maritime history, their values and focus on the regions and communities in which they operate.

Seafood Expo Global in Barcelona is the world's largest seafood trade fair. This was the very first time Grieg Seafood participated as a solo exhibitor with their own brand.

Challenge

Exhibitions are unique opportunities for marketing and sales; however, it is also an arena that can be totally overwhelming with visual and audio noises, chaos, and lots of people. In a sea of impulses, it can be challenging to stand out and be noticeable.

Our task was to design an exhibition booth which utilizes every square meter to its potential, and at the same time create a calming oasis for all senses – a place for meetings and dialogue. Participating for the first time, it was important to communicate the essence of the brand, and to present the new sales department.

Solution

The importance of location is a key factor in retail, and the same principle applies to exhibitions. Another important aspect is how to attract visitors to the booth. It’s all about understanding the flow and the traffic at the exhibition. These factors set the parameters for designing the floorplan and the design of the booth. By analyzing the layout of the whole exhibition hall, we could anticipate the direction of the flow of visitors and position the desired entrance and welcome points to the stand accordingly.

The main entrance point is flanked by a large screen on a wall measuring 6 meters tall to secure visibility from a distance. Moving images combined with still images on backlit panels gave room for branding and communication.

Result

The design solution opted for a minimalistic, open, and inviting approach. We used Grieg Seafoods beautiful images and videos dominating the communication, creating a modern Scandinavian expression in line with their vision “Rooted in Nature”.

An exhibition is an important sales arena and meeting point for many stakeholders, the need for more secluded areas is important for those that value discretion. The balance between open areas for mingling and more secluded meeting areas were solved by the second level mezzanine. The second floor also ensures the maximum utilization of the floor space. This design proved to be a success, and worked out how we had envisioned it.