At the 50th anniversary of Hanseboot, the Hamburg recreational boat show housing over 800 exhibitors from 30 countries, the Balearic Islands booth wanted to entice nautical enthusiasts to visit the islands so beautifully located off the east coast of Spain.
The main design challenge for Activteam was to simulate the experience of visiting the islands.
The design concept
Activteam’s governing concept is that only a truly custom-designed stand could express and portray the unique identity and beauty of the Ballearic Islands. The designers succeeded in creating an exciting concept which was an attraction at the Hanseboot exhibition.
The overhanging structures enclosing the recessed lighting fixtures over the booth were enlarged and shaded a prefect sky-blue color to evoke the limitless sky that dominates the area.
- Exhibition booth design for Hanseboot.
A booth Based On Symbolics
Since that blue color is reflected in the deep azure of the surrounding sea, it was artfully represented in the lower part of the booth. The entire 150 m2 of the booth floor was painted to represent the Mediterranean Sea even down to whitening the edges of the blue booth structure to evoke the waves and the brilliant sun glinting off the water. Within this unifying colorful and textural presentation, Activteam created out of the blue base of the booth three distinct areas, to show each island rising out the blue Mediterranean. The large panoramic views of each island were engineered with backlighting so that the inviting aquatic playground could be accurately portrayed bathed in brilliant sunlight!
The booth assembling
Throughout, the design and fabrication were executed with a clear anticipation that they whole would have to be assembled on site consistent with the highest standards of quality. After all, the visitors to the booth would be Hanseboot fair-goers, many of whom were boatmen for whom quality of materials and craftsmanship was of paramount concern.
The design of booth was so dramatic that if passers-by were able to resist the alluring presentation, they would still get the message that the Balearic Islands are delightful and desirable place to visit. Strategically located at a main entrance and exit at the fair, the booth succeeded in communicating a large part of the exhibitor’s intended message even at a distance. This is the essence of Activteam’s custom design philosophy, that is to attract visitors and communicate the exhibitor’s message and personality at every level.
Interactive Audio-Visual Attraction
The booth displayed the state-of-the-art service facilities that are essential to keep modern boats operating at their best. A wall of 16 plasma screens offered a dynamic vision of what visitors could expect. The medium, in this case interactive audio-visual display, was used to assure them technology-sensitive boating enthusiast that the islands offered state-of-the-art facilities. A surrounding system played soft music around the booth. Two 52 inches touch screens were installed, providing an interactive experience to the booth visitors. booth visitors were treated to simulated underwater excursions and virtual tours of the rugged landscapes rich in fabulous views.
Athena, struck her magic spear into the Earth, and it turned into an olive tree.
The spectacular design created to deliver the Balearic Island’s message to the boating public was artfully crafted and fabricated with highest quality standards that only custom design can provide. Once within the booth however, the visitors were treated to a delightful sensory experience and virtual water-borne tour of the island group, as well as each individual island.
Once within the booth however, the visitors were treated to a delightful sensory experience and virtual water-borne tour of the island group, as well as each individual island. As part of Activteam’s philosophy that only true custom design can express the unique personality of an exhibitor, the designers even included olive trees in its concept because of the tree’s deep rooted place in Mediterranean culture. (When Athena, the goddess of peace and wisdom, gave the Greeks the olive tree and all its benefits, the citizens named Athens after her. ) While it was almost impossible to locate live olive trees in central Europe, the booth designers insisted that some be found and included as an essential part of portraying these classic Mediterranean islands.
The booth, by evoking the serene bays and bucolic landscapes that await nautical visitors to the actual islands, offered a soothing refuge from a frenetic exhibition environment.
On the fair have been some Ministers of the Spanish Government that were impressed by the presentation, the booth was full of visitors during the entire exhibition.
The custom-designed exhibition booth concept whereby the booth itself carries as much as possible of the exhibitor's message was successfully realized in this presentation by the Balearic Islands.