By Lou Dzierzak
The event. Vichy Laboratories used a unique traveling exhibit to launch a new skin care product line in the United States.
The company. Lawrence Fabric Structures Inc., St. Louis, Mo.
The task. Exhibitgroup/Giltspur commissioned Lawrence Fabric Structures to produce exterior fabric architecture with special advertising panel displays on the interior walls.
Challenges. To reflect Vichy’s brand image, Lawrence needed to construct a weatherproof taut fabric structure with the highest level of photographic image quality.
Solutions. The Lawrence team selected a waterproof and stretch-resistant fabric that offered excellent graphic reproduction capabilities. Precision frame construction and computerized fabric cutting accommodated fabric elasticity and made for a structurally sound, smooth, and building-like appearance. It was produced to easily mount to the deck floor.
Interior walls and ad panels featured a softer, more spa-like appearance. Lawrence selected a dye-sublimated soft knit fabric offering great color saturation. The result was a warm, inviting feel. The illuminated interior space offered the allure and hospitality the client sought.
Result. Produced under an extremely tight 10-day turnaround schedule, the exhibit debuted at New York City’s Rockefeller Center’s ice rink.
Vividly presenting Vichy’s corporate blue and white colors, the 50 x 66-foot structure combined the look of a building and a billboard—both inviting and structurally sound. After the debut, the tour traveled to 44 other cities around the country.