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Creative leap for Adobe at Bett 2020…

Bett 2020, UK 

Bett is the first industry show of the year in the education technology landscape, bringing together over 800 leading companies, 103 exciting new EdTech startups and over 34,000 attendees. People from over 146 countries in the global education community come together to celebrate, find inspiration and discuss the future of education, as well as seeing how technology and innovation enables educators and learners to thrive.

Adobe’s mission at Bett 2020 was to demonstrate how creativity makes the difference, not just in today’s classroom but for tomorrow’s careers. Our role in this was to ensure that their exhibition stand and presence helped them to effectively share ideas and solutions that prove their belief that everyone is creative, and creativity is for all.

Approach

In a conscious move away from what has been a more corporate approach to Adobe’s exhibition space in previous years at Bett, Jason was asked to interpret and develop a 3D brand language around Adobe’s urban youthful multimedia campaign ‘Make the Leap’. The campaign encourages all young creators worldwide to jump into the creative process, take risks and push beyond the expected.

This provided a great opportunity to develop an urban and industrial design aesthetic and create an immersive brand experience for visitors that would create real impact and help Adobe further emphasise its standing in the education market at Bett.

Key Features

The open scheme we developed incorporated the following interactive zones and features:

Interactive training academy area for live presentations of the latest Adobe software and products. Seating up to 14 people and providing for dedicated classes around a double-sided u-shaped demo area facilitated by Adobe guru tutors.

Q&A area for help and advice from Adobe specialists for anyone to learn more about Adobe products and services and for specific assistance on the Adobe software.

 

The ‘Giant Classroom’ oversized-features Photo Booth provided a fun opportunity for visitors to get a great shot with a colleague or friend. By adding some creative fun using the Adobe Spark Post software, visitors could capture their shot, make and share their post to social using #CreateEdu and takeaway or showcase a polaroid print of their creation on the interactive ‘Luster’ printers photo wall feature.

As featured at previous shows, we incorporated a large sculptural Adobe “A” logo lightbox, created in 3D. This served as a visual signage feature device to locate visitors to the stand whilst providing a focal point and popular fun installation with visitors for ‘selfie’ moments.

Specifications and detailing

  • Custom-designed and made architectural structure using industrial box section metalwork with inset galvanised steel wire mesh to create an urban aesthetic framework for the stand that tied all features and elements of the space together.
  • Open gauze wire mesh was specified to achieve the desired industrial urban look and feel, and to ensure clear sight lines and transparency through the entire space from all sides and exhibition floor aisles.
  • Additionally, the wire mesh provided the perfect backdrop for all custom-made graphics and retail standard reusable neon-effect LED signage. The metalwork ceiling mesh also provided the opportunity to randomly suspend LED light tubes to further reflect ‘Make the Leap’ brand concept and vibrant colour palette.
  • Galvanised corrugated sheeting further enhanced the urban industrial look and feel and provided a contrasting backdrop for neon-effect signs.
  • OSB wood was used with recycled plastic countertops to create the unitary with scaffolding foot rails and low level LED lighting.
  • Reclaimed angled wood flooring framed the hashtag Luster printer and ‘Make the Leap’ branded areas with black and white painted OSB wood flooring to below the training area. Industrial aluminium tread plate floor ramping surrounded the stand to complement the materials used across the space that worked together collectively to realise the desired aesthetic.
  • External retail style LED neon effect signage to denote all the key areas of activity across the exhibition space

James Ihezue, Marketing Campaign Manager for Adobe provided some great feedback after the show…

Can’t explain how well the stand hit the brief! Amazing work and great feedback both externally and internally. Great job Jason!

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