The Surface Design Show returned to London for another year, presenting the latest materials available for architecture and interior design. Held in the Business Design Centre, from the 6 to 8 of February 2018, it displayed a scattering of exhibitors and hosted a few relevant talks from distinguished professionals within the design world. The event is the only UK event focused on exhibiting the most current and innovative interior and exterior surface materials to date.
This event hosts over 100 stands and as you traverse though the space, a varying degree of creative initiative and originality begins to emerge in how these suppliers display and advertise their products. There is the scattering of familiar stands, copies of themselves from previous years, others exhibiting their products in very conventional and expected ways, while the most notable and refreshing stands were the ones that showed a greater initiative. It was the stands that presented original and creative approaches to how they displayed their products that truly aspire to what this event should be about, heightening the experience of the design show.
The target audience for the Surface Design Show is design professionals, aiming to connect architects, designers and suppliers in a sociable and informative environment. Many of the materials on display speak for themselves, showing off the impressive feats and progress that has been achieved, but for the most part, many suppliers advertise very similar, often indistinguishable, products. It is for this reason that presentation is invaluable and cannot be underrated. It is important to remember who they are trying to market to in this event.
This being said, there are a selection of stands that stood out for their successful impact on and contribution to the Surface Design Show. The stands that were eye-catching for not only displaying beautiful and interesting surfaces but for providing an impressive experience.
One example of this was Finsa, a company that manufactures a wide variety of wood products. The stand was formed of a square framework made out of one of their most innovative product, Fibraplast Lucent. The material is strong and lightweight. They also had the added touch of incorporating a VR Experience, encouraging visitors to even further engage with their structure; using a head set and controls to apply different colours to the stand. Overall, this company has used its stand to simultaneously create a memorable experience and effectively advertise its products potential.
The VICALVI stand, while less imposing in structure than that of Finsa, also captured the passersby attention. It presented its work in a more minimalistic way, displaying it like artwork on the walls of a gallery, hung on a bold bright red wall. The red contrasted well against the framed examples of their versatile concrete tiles. The simplicity worked well not to take away from the elaborate geometric forms, showing off their skill in creating a balance between workmanship and technology in concrete forms. The artistic nature of the forms made it an appealing and suitable way to present their work like a gallery.
Others stands that worked quite well in presentation and experience include, Pintark by LOCO Design, Soundspace, and Innerspace Cheshire. In coming years, it would be exciting to see an ever-increasing number of companies at the Surface Design Show embrace the desire to stand out and create new and interesting ways to captivate an audience and further encourage people to engage with their products.
– Mariah & Julia