Veteran client, Sandhill Scientific, a local gastroenterology solutions developer, was poised this year to reimagine their tradeshow booth. As we have for nearly a decade, we worked with Vice President and General Manager, Stu Wildhorn, to create this custom rental solution for the Digestive Disease Week (DDW Show) this year in Orlando, FL.
We find our clients’ goals shift from show to show, year to year. The evolution of a booth is directly related to adjustments in tactics for client engagement and booth differentiation on the show floor. This year, for Stu and his team their tradeshow goals included “providing a great experience for customers to learn of our new products and meet with friends and colleagues in a comfortable, non-threatening environment.”
To create the desired environment, Design Director, Kevin Trainor, developed a central meeting space within the booth. The comforting space was furnished with overstuffed couches, stylish pillows, and soft lighting to give a living room-like setting, ideal for relaxed conversations.
Stu mentioned his “goal was to look different than the typical booth at a medical device exhibition. I wanted [the booth] to look more like a lounge setting to enhance the experience of our customers. And it worked!” By creating a pattern interrupt on the show floor, the Sandhill booth automatically stood out.
A booth redesign and concept shift can feel like a risky endeavor. Sandhill took a new approach this year by providing a comforting environment at a show where booths tend to feel more rigid. As a result, Stu stated, “we exceeded our goals and our competition took notice!”
We are constantly evolving our process based on the feedback of our clients at showsite. The long-term relationship we’ve developed with Stu and the Sandhill team is an integral piece to that puzzle. Reciprocally, Stu mentions “Sandhill has been a loyal, happy customer of Condit’s for many years. They listen extremely well and have come up with what I consider award-winning designs, all while keeping within specific cost targets….Kevin and the creative team are simply the best…period!” We look forward to continuing this collaborative relationship with Sandhill for many years to come.
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