Hans de Wit, Design di D i director t Wit Design

Hans de Wit

design director Wit Design

28.10.2008 Event Design Summit 2008 Los Angeles

A. Short introduction B. Exhibit design EU USA C. C Rational design scheme D. Emotional design scheme E. E Cases F. Trends

A. Short introduction Hans de Wit / Wit Design B. Exhibit design EU USA C. C Rational design scheme D. Emotional design scheme E. E Cases F. Trends

Introduction
Wit Design is specialised in the design of small as well as large stands office stands, officeinteriors, showrooms, events, display areas and show presentations. The agency has its origin in interior and industrial design with a completely individual method to approaching specific problems problems. From concept to design, through execution and coordination, Wit Design delivers projects turn-key when requested. Functionality is of utmost importance, supported by creativity concept and design creativity, design.

Introduction
Philosophy

Wit Design

Wit Designs strength lies in its independence and its design approach departing from three-dimensional, architectural, industrial thought. Integrated communication means that designing into the crux - the structures of the stand or showroom- become one with the goals or targets of the client.

Introduction
Strategic goals: 1. Wit Design takes over all issues of the customer 2. A customer that is doing business with Wit Design has no problems This means smooth turn-key delivery of booths and interiors. 3. Wit Design delivers a guaranteed good price / quality ratio 4. Wit Design delivers the best realizable concept and design.

Fields of work
Exhibitions: Designers at Wit Design are also specialised in shows, stands and product launches. Many returning clients and repeated projects underline the success of the conceptual and communicative approach, turn-key coordination and realization. Clients e.g.: Wienerberger, Forbo, Daite / Damo, Molinari, Philip Morris, Campina, Samsung, Volvo, Coebergh, Dutch Originals, Enci, Wingas

Fields of work
Modular stand concepts Reusable modular stand construction designs are one of Wit Designs strong points. These designs can be tailored to various clients and may be changed and reused for different needs. Recent clients: TOMTOM Mountain Buggy, Machalke Volvo Havells and Canon TOMTOM, Buggy Machalke, Volvo,

Fields of work
Interiors Interiors such as showrooms, offices, foyers, museums, but also complete building interiors belong to Wit Designs specialty. Reusable showroom concepts and shop-in-shops are part of this specialisation. shop in shops

Clients, e.g.: Gispen I t Gi International, Li ti l Livestyle, V l C t l Volvo Cars N d l d S Nederland, Samsung B Benelux, l Bouwfonds Amersfoort, Dorst Opticien

Fields of work
Events Events, such as dealer days and off-site presentations are an important element for marketing communication. Wit Design has created a number of special projects in this field field.

Clients e.g.: Samsung, Volvo, Foreign Affairs Government (Festival Mundial), 100% Design

Team
Creative:
1
2 3 4 5 6 7

Projectmanagement:
designer, art director designer designer designer (no family) designer graphic designer visualizer 8 9 10 11 12 Christel van Ooijen Robert Jautze Caroline Kooijman Barrie Roovers Albertine Gouda project manager project manager project support accountancy office support

Hans de Wit
Elwin Stout Lars Snellaars Pamla de Wit Edith Verhoeven Eveline van Rijbroek Adriaan Minten

A. Short introduction Hans de Wit / Wit Design B. Exhibit design EU USA C. C Rational design scheme D. Emotional design scheme E. E Cases F. Trends

standdesign E U
influenced by:
client concept (the story) designers technical possibilities money y organization / logistics culture art (safety) regulations

standdesign USA
influenced by:
client concept (the story) designers technical possibilities money y organization / logistics culture art (safety) regulations and UNIONS

UNIONS

Less freedom in building up More systemized standbuilding

A. Short introduction Hans de Wit / Wit Design B. Exhibit design EU USA C. C Rational design scheme D. Emotional design scheme E. E Cases F. Trends

STAND TYPES motto: know what youre doing you re

IMAGE stand INFORMATION stand

CONTACT stand

PRODUCT stand

CHARACTERISTICS - RESOURCES

IMAGE stand

INFORMATION stand

hospitable link to campaigns event

text image audio visual

CRM catering Internal focus

open product range outward focus

CONTACT stand

PRODUCT stand

CHARACTERISTICS - RESOURCES emotion

IMAGE stand INFORMATION stand

hospitable link to campaigns event

text image audio visual

seduction

business-like

CRM catering Internal focus

open product range outward focus

CONTACT stand

PRODUCT stand

ratio

CHARACTERISTICS - RESOURCES branding g

IMAGE stand

emotion

1 direction communication

INFORMATION stand

hospitable link to campaigns event

text image audio visual

seduction

business-like

CRM catering Internal focus

open product range outward focus

CONTACT stand

PRODUCT stand

2 directions communication

ratio

sales

APPLICATIONS branding g
IMAGE stand
brands clothing furniture organisations

emotion

1 direction

INFORMATION stand

hospitable link to campaigns event

text image audio visual

government institutions education ICT

seduction
consultants products collections franchising

business-like
cars machines food materials

CRM catering Internal focus

open product range outward focus

CONTACT stand

PRODUCT stand

2 directions

ratio

sales

I M A G E - R E L A T I O N stand
product & image supporting

branding g
IMAGE stand

emotion

1 direction

INFORMATION stand

hospitable link to campaigns event

text image audio visual

seduction

business-like

CRM catering Internal focus

open product range outward focus

CONTACT stand

PRODUCT stand

2 directions

ratio

sales

I N F O R M A T I O N stand
image supporting

branding g
IMAGE stand

emotion

1 direction

INFORMATION stand

hospitable link to campaigns event

text image audio visual

seduction

business-like

CRM catering Internal focus

open product range outward focus

CONTACT stand

PRODUCT stand

2 directions

ratio

sales

C O N T A C T stand
product & info supporting

branding g
IMAGE stand

emotion

1 direction

INFORMATION stand

hospitable link to campaigns event

text image audio visual

seduction

business-like

CRM catering Internal focus

open product range outward focus

CONTACT stand

PRODUCT stand

2 directions

ratio

sales

P R O D U C T - I M A G E stand branding g
IMAGE stand

emotion

1 direction

INFORMATION stand

hospitable link to campaigns event

text image audio visual

seduction

business-like

CRM catering Internal focus

open product range outward focus

CONTACT stand

PRODUCT stand

2 directions

ratio

sales

IMAGE - PRODUCT stand

contact & info supporting

branding g
IMAGE stand

emotion

1 direction

INFORMATION stand

hospitable link to campaigns event

text image audio visual

seduction

business-like

CRM catering Internal focus

open product range outward focus

CONTACT stand

PRODUCT stand

2 directions

ratio

sales

P R O D U C T - S A L E S stand
image, information & contact supporting

branding g
IMAGE stand

emotion

1 direction

INFORMATION stand

hospitable link to campaigns event

text image audio visual

seduction

business-like

CRM catering Internal focus

open product range outward focus

CONTACT stand

PRODUCT stand

2 directions

ratio

sales

C O L L E C T I O N stand
specifically for furniture and clothing

branding g
IMAGE stand

emotion

1 direction

INFORMATION stand

hospitable link to campaigns event

text image audio visual

seduction

business-like

CRM catering Internal focus

open product range outward focus

CONTACT stand

PRODUCT stand

2 directions

ratio

sales

A. Short introduction Hans de Wit / Wit Design B. Exhibit design EU USA C. C Rational design scheme D. Emotional design scheme E. E Cases F. Trends

5 words
can help to check the quality of a product

a book a painting a car . a booth

Minimalism is not a purpose in itself.

It needs to be based on analysis of the design problem. Why do more than necessary. necessary

MINIMAL
(Oxford Dictionaries)

. adjective 1 of Level-headedamount, quantity orof thinking2 Art characterized by a minimum / down to earth way degree. Dutch:
the use of simple formsmore English: Less is or structures. 3 Music characterized by the reception and gradual alteration of short phrases
German: In der Beschrnkung zeigt sich der Meister

An unexpected item brings life to a product

HUMOUR

It is like the the dissonance in a music piece Humour is not the right term

I think it is more about the unexpected p The combination of the everyday and a surprise element (Renny Ramaker, publicist)

Courage of the designer

ENERGY

A persons physical and mental the designer Courage of the client to trust powers as applied to a particular activity g g Oxford Dictionary

Why do people buy a Senseo

Is buying of a car an emotional or a rational decision ?

EMOTION
(Oxford Dictionary)

This car tells strong feeling, such as joy or anger. 2 instinctive feeling as noun 1 a something about the owner distinguished from treasoning ordknowledge ( is thi the real fi branding product ?) i this th l first b di t

SOUL
a product according as it is getting older should become nicer and more beautiful
(Marcel Wanders)

WITTY
Witty (adjective) clever, original, ingenious, sparkling, scintillating, g j y gg humorous, amusing, jocular, funny, facetious, droll, waggish, comic. (The Concise Oxford Thesaurus, a Dictionary of Synonyms)

conclusion

5 words
1 2 3 4 5 MINIMAL HUMOUR ENERGY EMOTION SOUL

Rational design scheme as objective as possible Emotional design scheme subjective !! we have a subjective business
but accountability of fairs is one of the topics today in the EU

A. Short introduction Hans de Wit / Wit Design B. Exhibit design EU USA C. C Rational design scheme D. Emotional design scheme E. E Cases F. Trends

Cases

Case 1: Nuon
Rational scheme: information booth, medium level visitors Emotional scheme: energy / soul

Case 2: WINGAS
Rational: contact / information booth, high level visitors Emotional: energy / emotion

World gas conference 2006 Amsterdam

GAT 2007 Karlsruhe

Eworld 2008 Essen

2008 Moscow

Case 3: AVENSUS
Rational: information / contact booth Emotional: humour (unexpected) / soul

Avensus Infosecurity 2006 Utrecht

Avensus Infosecurity 2007

Case 4: TOMTOM
Rational: product / information booth (selling / contact) Emotional: minimal / soul

TomTom Geneve 2006 Cebit 2006 2006

TomTom Autorai 2007 Cebit 2007

Case 5: HAVELLS SLI

Rational scheme: product / selling (contact / information) Emotional scheme: soul / emotion

Havells Sylvania Sylvania, Architect Centre Paris

Havells Sylvania MEE Dubai

Havells Sylvania Sylvania, Euroshop 2008 Dusseldorf

Havells Sylvania Sylvania, Light and Building 2008 Frankfurt

Case 6: Wit Design E D i Euroshop h

Rational scheme: contact / information booth Emotional scheme: minimal / soul / humour ?

Wit Design

Euroshop 2008 Dusseldorf

Outside: Stable company ! Black box Limited space Big visual statement

Contrast outside/inside

Innerside: Creative company Yellow circle Soft sound wall Projector wall Screen W ll 25 years S Wall Brochure wall

A. Short introduction Hans de Wit / Wit Design B. Exhibit design EU USA C. C Rational design scheme D. Emotional design scheme E. E Cases F. Trends

Tr e n d s i n E U

1.Small(er) designbooths 1 S ll( ) d i b th 2. Black booths 3. Natural 4. Colorfull stands 5. Stopping power

6. 6 Fabric stands 7. Free Forms 8. Virtual Events 9. Color lighting 10. Less is More

Trend 1: Small(er) designbooths S ll( ) d i b th

High q g quality on less square meters y q

Trend 2: Black booths Bl k b th

Impact Exclusive trend

Trend 3: Natural N t l
Friendly Opposite of black

Trend 4: Colorfull t d C l f ll stands

Effective Can be cost effective as well

Trend 5: Stopping power St i

What do you invent.............. Relation to product or services

Stopping power g

Public will be attracted by

A questionairy act Well known person g game give-aways and body painting

but: it needs to be meaningful and should support the message !! so this is a bad example !

Stopping power g

A better example presenting Iight differences

Trend 6: Fabric t d F b i stands

Lots of possibilities But is more or less already a common, easy to catch solution

Trend 7: Free Forms F F

Can be exclusive and valuable Can be combined with other trends, especially colorlighting

Trend 8: Virtual Events Vi t l E t

Branding aspects Can be very impressive

Trend 9: Color lighting C l li hti

Brings new, real impressive possibilities Maybe the most powerful new trend, whats next ??

Trend 10: Less i M L is More

Do not more than necessary And some unexpected ?

thank th k you f your attention for tt ti

www.witdesign.nl

Hans de Wit, Design di D i director t Wit Design