Rainer Spies and Philip Schwarz, the brains behind event management business ‘Spies&Schwarz’ came into the event management business from different backgrounds: catering and sound/light.
When they started 10 years ago, this combination gave them the perfect launch pad from which to offer successful customer focused event services.
Spies&Schwarz have been organising the presence of ATI/AMD at exhibitions and trade shows for the last five years. This includes a full service from a tailored and ready-to-use booth to press conference planning and catering. AMD/ATI offered their partners, such as Sapphire, event packages which were organised and provided by Spies&Schwarz.
Thus for years Spies&Schwarz have been the main contact for Sapphire regarding their event support from ATI/AMD and during this time they have built up a good relationship with Sapphire due to their reliability and creativity.
Since Sapphire have been exhibiting at CeBIT, they have used the services of the Honk Kong Trade Pavilion, as Sapphire's headquarters are in Hong Kong and this option offered the most cost-effective solution.
During Games Convention 2007, where Sapphire had a small booth at the AMD/ATI booth, Philip Wynn Jones, Event Manager for Sapphire contacted Spies&Schwarz to discuss how they could add more value to the Sapphire CeBIT 2008 presence. The challenge was to create a high quality and eye catching booth that displayed the company products and would draw attention to the stand without compromising the preset stand design from the Hong Kong Trade Pavilion.
The briefing from Sapphire was clear but left enough space for creativity and innovation. Spies&Schwarz was asked to create a product display that showed Sapphire’s high-end products, matching the information needs of customers without compromising Sapphire’s corporate image.
On the other hand Sapphire wanted to show their products in a working environment like Gaming stations, which represented the High-Quality products, but were also easy to handle so they could be used at different shows and events.
Only two weeks after Games Convention the work began Spies&Schwarz created cubical gaming stations that integrated the feel and looks of an arcade game. A black wooden frame was the base and stabiliser of the cubes.
To make the design as corporate as possible but still interchangeable they used frosted Plexiglas for the sides and above the screen. With lights inside the cubicle and coloured plastic film Sapphire would be able to change the look of the Gaming cube completely without compromising their corporate design.
To inform gamers about Sapphire products whilst they where playing, Spies&Schwarz integrated digital photo frames, which Sapphirehad just started manufacturing at that time. A Flash presentation would present the Sapphire products and brand and give enough information about the features and specs of the products.
Spies&Schwarz ideas did not stop at the design and branding of the gaming stations. Their experience had taught them that although everybody wants to draw attention to their stand and wants to communicate with customers and end-users, the flow has to be kept and customers will eventually have to move on and leave the stand. With this in mind they brought the design of the Gaming cubes to the next level and changed the ergonomics of the Gaming Stations so that after 10 min of playing, people would make space for the next round of gamers.
For the product display Spies&Schwarz chose to create a product wall which would show the selected Sapphire products in a Plexiglas hemisphere with background light. To satisfy the viewer’s information needs, digital photo frames were to be used, again to show product information. To create the image of an open and accessible stand the wall would only close of one side of the stand and would be held by three posts.
After the show the Gaming cubes were taken down and brought back to Munich for storage. Already during CeBIT the usage schedule for the Gaming cubes had been agreed and two of the cubes where handed over to the Intel Friday Night Tour, right after Spies&Schwarz reconditioned them. The handling of the gaming cubes worked out as planned and the objective of creating a reusable gaming station had been achieved. Before the next big show the cubes will be re-sprayed and reconditioned from Spies&Schwarz to make sure they project the high-quality standard of the Sapphire corporate image.
The Sapphire booth design was covered by print media and some specialist technical press even captured it on video. The objective of creating an eye-catching product display had been achieved and during the show Sapphire recognised an increased attention to their products. The Gaming Cubes achieved their desired impact, generating a level of attention that ensured the gaming cubes were occupied at all times, even during the several evening events at the Sapphire booth. Sapphire was more than happy with the final design. Spies&Schwarz created a cost-effective solution with a great ROI, and delivered the best of quality, timing and budgeting.
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