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Fabric trade exhibit draws visitors

Graphics | November 1, 2009 | By:

The project. Craft an engaging exhibit for the EuroShop trade fair in Düsseldorf, Germany, to represent Fabric Images Inc., Elgin, Ill. The fair, which showcases the global retail industry, is held every three years and features more than 1,800 exhibitors from 50 countries. More than 100,000 visitors from 93 countries come to the five-day event.

The companies.Fabric Images designed and built the exhibit in-house. Go Events Management Inc., a logistics company based in Brooklyn, N.Y., assisted with the transportation and shipping of the components to Germany. Global event management company Nth Degree Inc., Duluth, Ga., contributed to the installation of the exhibit.

The task. To make the space stand out from the many exhibits, Leo Buzcar, director of communications for Fabric Images, designed the display to immerse visitors into the world of the exhibit. “I designed an environment that was an experience that sheltered the attendee from the clutter and visual noise of the tradeshow floor,” Buzcar says. “This design created a clean, fun and simple experience for the viewers.” To craft the assortment of fabric elements in the display, the company used Visalight, Celtic Cloth, crushed velour and sheer fabrics. Custom graphics were created with HP Scitex XL1500 printers using HP solvent dye-sub ink, Keundo SupraQ3300 printers using Hilord solvent dye-sub ink and a Mimaki JV3-250 printer using Sawgrass aqueous dye-sub ink.

The challenge.Circular discs were hung at various heights and angles within the exhibit, creating a unique visual element. The Fabric Images team decided the discs could be an interesting focal point of the display if they moved. Due to fire regulations and the difference in power conversions between the United States and Europe, in addition to the actual rigging of an electric motor to the top of the structure, creating movement within the display presented a challenge.

The solution. The production staff decided to make the discs move with wind power. They set up support fans aimed at the discs, creating a slight breeze that caused the discs to move in a slow, yet constant rotation.

The result. The exhibit was a success, as it wowed fair visitors and created a lasting impression. As a result, Fabric Images was able to increase domestic sales and finalize a location, Milan, Italy, for an expansion in Europe.

Abbie Yarger is a freelance writer and editor based in Minneapolis, Minn.

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