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eventsexhibitionsexperiences.this is equinox.
equinox-design.com
Business Card
we are proud to work with:
HELLO welcome to
We do it allWe design, project manage, transport, install, dismantle and even store the event or exhibition stand for you.
And you don’t need to worry, you’re in safe hands. Working across 35 countries, Equinox partners a diverse range of clients across multiple industries. Each year we create over 300 stands, 50 events and 20 interior fitouts for leading companies.
What we value mostKnowledge and skill! Our employees have the knowledge and experience to provide our clients with the best ideas and service that they can. Their ability to work together means we can manage large campaigns with ease.
Why are we differentIn 1981 Carmine Criscione, who is still CEO today, had the idea to bring all elements of exhibiting under one roof, providing complete control for companies at a time when image is essential. Basically, we think like an agency but act like a contractor.
Even today, it’s common for other companies to sub-contract many elements; the build or painting the joinery, graphics, electrics and even the design work. Equinox are different. We’ve invested heavily to make sure the complete supply chain is under one roof. Less hassle, better service and great products.
we work with ambitious brands and agencies to create game changing experiences
equinox
We’ll support you from concept to creation
ManagementEvery project needs to be loved! Whether it’s a pop up kit at a conference or a 1000sqm double decker in Las Vegas, it needs someone to smother it with care and attention from concept to creation.
Behind every successful project there is a devoted manager who knows every nook and cranny of an event or exhibition, so everything comes together like a finely tuned clock.
All our project managers are home-grown and have had the experience of working in events and exhibitions at all levels, providing infinite knowledge and understanding that will help your event be a success.
BuildIt’s not just mdf and paint! Our in-house manufacturing plant is constantly breaking boundaries.
By introducing the latest CNC technology, tooling and finishing rooms, we’ve increased the capacity of what we can achieve and pushed the boundaries of what can be built to new heights, while still keeping costs down.
DeliveryWe’re not afraid to admit, we’re total control freaks! That’s why we can’t leave the delivery of your events to anyone else.
Our own vehicle network has the ability to span the globe. Whether it’s a small van to Birmingham or an articulated lorry to Moscow you can be rest assured it’s in one of our vehicles with one of our staff all the way. This is rare in the industry but for us it’s a crucial part of the job.
Scale and location has never been an issue. We’ve worked in every major arena across the globe. With offices in North America and the Middle East, Equinox has the ability to manage an event worldwide.
ConceptWith today’s software it’s easy for agencies to provide you with great visuals but do they think through how it’s all going to work? That’s the skill!
Our design process doesn’t start with the drawing board it starts around a table. We discuss the objectives and then find the best solutions for you before designing the real thing.
DesignOur 25 strong studio team consists of some of the UK’s most talented creatives and draftsmen. But don’t just take our word for it; our reputation for being innovators in design has won many awards and accolades over the years.
Our in-house 2D and 3D studios are the envy of many of our competitors. Adopting new technology both structurally and digitally is what keeps us fresh.
It allows us to set design trends in the events arena that others then follow.
Every brand is different so every project should be different. However, the way we deliver the project remains the same.
We look at what you’re trying to achieve. Then we build the event or stand to meet your specific objectives. From the point that we create the brief to the moment we deliver, we look at all angles to make sure we hit the mark.
Whether you’re looking to build brand presence, launch a new product and shout it from the rooftops, or simply show existing clients that you’re still the best, Equinox has the solution.
A full rebrand built up to a spectacular launch event and exhibition stand at the Autosport show. We took Fitch’s designs from concept to reality involving transforming a well known nightclub in the heart of Birmingham into pit lanes - Grand Prix style, for a preshow launch!
A fashion show, bands and an unhealthy amount of partying followed giving Dunlop’s clients the best view of what this company stood for in the modern age.
When it came to the trade show the next day, it wasn’t an early start for many but help was on hand in the form
of a fantastic barista and a relaxing VIP lounge.
The stand transformed into a catwalk for hourly shows, pulling the crowds in. If fashion wasn’t your thing then you could go to the driving zone.
A series of cars with internal fans and vibration packs inbuilt to give you that real driver experience. To top it all there was a fantastic prize for the best driver. The queue was a talking point and the biggest attraction at the show. It all helped our client get the impact they needed. Expansion of their database and added ROI.
WHEN AN ICONIC BRAND AND A DESIGN POWERHOUSE MEET UP YOU KNOW IT’S GOING TO BE SPECIAL, WHICH IS EXACTLY WHAT HAPPENED WHEN DUNLOP TYRES MET FITCH: LONDON PART OF THE WPP GROUP.
AN ICONIC STANDFOR AN ICONIC BRAND
Be the centre of attention
A touch of Arabia for The Royal Scot...
Working together with Brandformula to push the boundaries we finally fell in love with a concept. The inspiration - An Airline First Class Lounge!
Now being as neither team had the finances or the ability to fly first class, researching the project was going to be difficult but through charm and friends in high places we gained access to The Virgin Atlantic Clubhouse at Heathrow and the Emirates First Class Lounge in Dubai. Researching the right approach from the beginning was essential. It had to be opulent without being in your face. A sophisticated look with a quality feel.
We were lucky. Raw materials in Dubai are economical and easy to get hold of. This allowed us to use 1.2 tonne of thick Indian slate for the walls, highly sprayed workstations and bar tops, solid wood timber flooring with back lit LED lighting and iconic furniture. Quality products for a superior result. With the Arabian theme running through fabrics and floristry to suit the environment, the overall result was an award winning stand!
Working on behalf of Brandformula, Equinox was commissioned to get involved with the exhibition stand for RBS at the annual Sibos event in Dubai.
The design process was easy, Brandformula knew the financial markets and Equinox knows how to build a show stopper. The stand had to be equivalent to the business that would take place there. Every minor detail needed to be looked at and nothing could be left to chance.
Mastering the art of bespoke modular
To truly understand any brief we spend time researching how clients have exhibited in the past. We listen, learn and then suggest improvements.
We noticed right from the word go that DePuy had too many stands, all for different events, making it very difficult for them to manage. We suggested an alternative. We call it Bespoke Modular, a set of exhibition stands all made up with the same parts.
We created a stand that could expand to any size, show off any brand (with minimum costs in graphic change) display different products and work with any venue. All to make their life simpler.
We created a list for the client of all the options so that they could produce event briefs with ease. They would know exactly what equipment they had at their fingertips. It revolutionised the way this multinational company exhibited. As a result we’ve gone on to work with them on many other projects.
1 brand,1 concept, 72 stands.
The fine print
Building on a successful 15 year relationship, 2013 saw the dawn of a new approach in the way Fujifilm exhibited. The brief to Equinox was simple, ‘Provide a consolidated solution for Fujifilm’s expansive Graphics Systems business, across its entire European exhibiting programme for the forthcoming three years’.
So, we got to work. The stand needed to be bold, yet sophisticated, corporate, yet colourful. It needed to appeal to two audiences. It should be flexible enough to showcase the story of Fujifilm’s innovation in ink technology at major
international shows but it also had to communicate products to a more regional audience at exhibitions for local printers and sign makers.
Modular with a capital ‘M’ was the way forward, allowing for sections to be used in multiple configurations. It would provide the flexibility to exhibit high end business presses and their amazing print capabilities right through to providing a corporate hospitality stand.
We looked to the retail sector for our inspiration, researching imagery and how it could be displayed. We thought
about everything from the use of coloured lighting to create mood and atmosphere, to the need for clear and consistent ‘on message’ signage.
Space planning let us perfect and refine the balance between functionality and visual effect. Creating an overarching brand image was key. Whatever or wherever the event the message needed to be clear. Using a modular approach Fujifilm had a solution that was flexible, adaptable and economical.
Design agency: FITCH
Production build & logistics: Equinox
Dan Criscione, Account Director, Equinox
So what do we mean by H2H? The Equinox team are not technophobes. Far from it, we embrace new technology and consider ourselves early adopters. But the new generation of marketing and sales people are losing the ability to socialise on a business level. The personal element, face to face contact, is still needed in business.
Let me give you a scenario that might seem familiar. Last week we won a new client in North America. Due to the scale of the project it was being run by our head office in the UK and so a conference call was set-up to introduce everyone. The call went well and all the required information was passed with ease but this isn’t really my point. My point is what happened afterwards.
Following the call I received an email from a member of the client’s marketing team. It started with “great
to meet you earlier”. The email was nice, professional and sincere but it wasn’t true. They didn’t meet me they just heard my voice. And I suppose this is my point. Meeting someone is shaking their hand, learning their mannerisms, getting to know their sense of humour, their dress sense and their personality. Only then can you really create a working relationship with someone and truly say with substance “great to meet you”.
So why am I waffling on about this? Because this is what makes Events and Exhibitions the last real interactive marketing medium.
At Equinox we come across clients who are actively finding ways to avoid personal interaction at exhibitions, isn’t this a contradiction of the medium? The current fad of using tablet apps to capture leads on a stand is great if you’re going to be too busy to talk to everyone. But if you’re not, then being human and talking to people is much better in my opinion.
Yes it’s cheaper to take an Ipad to an exhibition instead of a member of staff but just think how much sharper that salesperson will be after a few days of physical interaction with prospective clients. It sharpens their skills, their sales pitch and their speed of reply. Think of it as corporate speed dating!
A good salesmen can get an idea about someone before they’ve got to their name or email address. This simply isn’t possible with other forms of marketing like mass emails, twitter, facebook (the list goes on).
I suppose what I’m getting at is that 60 seconds of Human to Human marketing is worth far more than any social media campaigns. This fact alone puts exhibiting head and shoulders above any other mass marketing campaign.
Just make sure you attend the right exhibition, that’s all.
B2B is old hat, B2C is overrated. Brands shouldn’t ever stop being...
Beauty is more than skin deep. So interactive display walls not only showcased the client’s products but also showed how top technology could work in real time. Using touch technology we allowed visitors to explore what mattered to them, faster and more efficiently than ever before.
Using multi media and great opportunities for face to face interaction (not to mention fabulous design!!) our design took in all of the client’s needs giving them “our best show ever”! The stand was so successful it travelled to other shows across Europe.
What more can be said? Well that’s where it usually stops. But we took it one step further. We looked at what worked and what didn’t and made recommendations for the next event. Each time improving the client’s presence and ROI.
As is the norm here at Equinox the entire project was designed, built and project managed in-house. Even more impressively the whole process took less than three months from start to finish. Logistically a feat in itself but also testament to the strength in depth of staff and facilities we have to hand at our Leeds premises.
What a great opportunity to work with such an iconic brand. We wanted to get to know them and really understand what they were looking for.
How to get the most out of US creativesSupplying an effective brief
So What is a Design BriefIt’s a written explanation that tells us what you want to achieve, how and by what timescales. It helps us understand your business and is an essential point of reference for both us and you. Best of all, the design brief makes sure that important design issues are considered and questioned before we start work.
What should be in it? Start with a short, honest overview of your company or organisation and industry sector. Provide us with a link to your website, corporate identity guidelines or promotional material. This gives us a great starting point. Details, dimensions and images of your product are also really useful.
How can I set goals?Good design can have a huge influence on the success of a company’s marketing strategy. But to be successful, clear goals must be set.
Ask yourself what you want to achieve most of all. Do you want to;• Promote a product or service, new or existing?• Encourage enquiries and generate sales?• Obtain information from customers and suppliers?• Grow brand awareness?• Provide hospitality and entertain?• Provide an experience or activity, theme or hook?• Embrace new technologies?
Sitting down and writing your brief can help clarify your thoughts. It might even make you rethink or question what you originally thought.
What details do you need?Include information about your Show or Event, its location, floor plan, size, date, time, and a link to the show or event’s website. Don’t forget to supply that all important username and password for the exhibitor only section. It’s great information and helps us provide the best solution.
When do I need it ready by?Let us know if there’s a specific deadline that has to be met i.e. presenting to your board, or a tender submission date.
How much do I have to spend?Only a ball-park figure, that’s fine. It gives us a good idea of the type of solution we can provide. Think how many times you can reuse items or offset costs.
What else do I need to do?• Ask opinions. Talk to colleagues and discuss the brief before sending it. They might have new ideas or questions that help. If you can include as much as possible at the beginning it will save time and money overall.
• Provide examples of what you think is effective or relevant design. Include samples of your company’s current marketing materials - even if it’s only to say what you don’t want. If there’s a design style that you like or dislike, then tell us why. You can provide any ideas or inspiration in any medium. If your favourite restaurant or store provides the atmosphere that you want to achieve, then that’s fine, include it. And don’t worry about how you express your opinions, just explain it in the best way you can. We’ll never copy the ideas you send us, but they’ll help us gain a better idea of what you want from the off.
• Think about social networking. Tell us what you use and how. Let us know if you want to integrate social networks into your design and event. They can be a great way of promoting your organisation to a targeted audience.
THIS IS FOR THE PLAYERS
When Sony approached us to work with them on their presence at Licensing Europe, one of the biggest challenges was delivering a concept which would make Playstation stand out in a hall filled with some of the worlds most recognisable entertainment brands.
But their refreshing brief calling for something new and un-corporate, allowed us to turn our understanding of the traditional exhibition stand on its head and have a bit of fun. Our solution - the creation of an engaging environment which instantly shouted
‘Playstation’ and brought their iconic, youthful brand values to life.
Rustic materials and industrial fixtures sat inside an eye-catching scaffold shell, providing a unique visual backdrop for flexible product
displays. In a harmonious balance of business and pleasure, discussion
spaces sat alongside gaming zones in this immersive adult playground,
leaving the visitor with a distinct memorable impression of their
Playstation experience.
One innovative move forward for the Lilly brand was to produce high brand impact without overpowering the key message, this was achieved by creating the feature backdrop to the coffee bar.
A high gloss red wall seamlessly linking to the floor and soffit with a smaller considered illuminated logo provides a high impact without over powering delegates.
How to design a striking and impactful stand that has no physical product to display…
First we had to create an environment that reflects the brands ethics, quality and its key message “Two problems. One treatment”
We started by focusing on the form of the structure creating one flowing design with two distinct areas.
Euroshop @ Dusseldorf Messe Germany, known as ‘The Global Retail Trade Fair’ happens every three years and for the past 12 years it’s been Equinox’s pleasure to work with PERSPEX at this, the world’s largest retail trade fair.
Three major requirements centred around the initial brief.• Firstly to raise the brand profile of Perspex, with the launch of its new corporate id and website.• Secondly, to showcase the depth and breadth of the PERSPEX range, in practical engaging creative situations, capturing the flexibility and durability of this multipurpose sheet material.• Thirdly and key to this year’s exhibition was to appeal to visual communicators within the design sector, those exhibition, industrial & product designers, architects, graphic designers, fabricators & sign
makers, with a view to showcasing new products that can be used in all these industries.
Equinox knows how to create a show stopping impact based stand and we got to work straight away sketching ideas, creating mood boards and looking at contrasting materials to use as a background, to what are primarily highly colourful glossy materials!
One issue was to provide an initial challenge to the creative team, “how do you create signage without words?” so as not to overshadow the main brand and website address.
Following numerous ideas involving symbols and shapes we hit upon using numbers, drawing reference from those iconic Channel 4 indents. Numbers and the manufacture of, lead us to design and fabricate seven feature back lit signs. Through the
creative use of scale, suspending, wall mounting and freestanding these monolithic numbers, we were able to tell the PERSPEX story, showcasing a different cool finish or fabricated item at each location. Beginning with the thickness of transparent clear PERSPEX at No1, to manufactured numbers rotating round on a sushi bar at No4, to the LED PERSPEX sample bar at No6, all had a touch of Equinox flair, providing our peers and contemporaries with little bit of design inspiration along the way!
Morrisons are proud of their heritage offering quality fresh food and excellent service to their customers all served-up via ‘Market Street’. For their stand at the Great Yorkshire Show we wanted to build on this and our vision was to bring Market Street to life in a full-scale replica that visitors would instantly recognise.
Equinox worked closely with the events team at Morrisons as it was essential the concept complemented their current marketing campaign. And to make it happen, Equinox had to find a way to accommodate a
working Delicatessen, Butchers, Bakery and Green Grocers all in a purpose built 450sqm marquee at the Great Yorkshire Showground in Harrogate. It wasn’t just a case of getting the staging right. We wanted to make this event a real experience offering something for everyone. Tasty ‘finger food’ was prepared behind the scenes and served to visitors as they looked around and skilled crafts people from Morrisons performed demonstrations to the public in the Butchers, Bakers and Grocers.
To provide additional entertainment
we built in a special seated area where a local Michelin starred chef held a cookery demonstration every hour. And, with a separate Kids area with activities like skittles, a colouring-in wall and seed planting, all ages were fully catered for!
Market Street is open for business...
Equinox has a long-standing working relationship with the aviation and defence industry. Over the years we’ve worked with some of the giants in the industry and it’s become part of our heritage.
That experience has shown us that this is a fast moving industry where consolidation, acquisitions and mergers are widespread. You have to keep your eye on the ball to stay fit for purpose in this arena and you definitely don’t delay when opportunities arise.
Whilst at the 2012 Paris Airshow we had the chance to approach Parker Aerospace about their exhibition programme. We knew it would be a ‘tough nut to crack’, after all they’d been with their incumbent contractor for over 20 years! But we couldn’t pass up the chance to work with such an industry leader – Parker Aerospace is part of the Parker Hannifin G roup, who employ 60,000 people worldwide, feature high up in the Fortune 500 and post annual sales of over $13 billion.
After a fairly gruelling pitch process, where we were up against some of our strongest competition, we were delighted to win the contract for their Tier 1 and Tier 2 European shows. Work started straightaway to review their existing stand design and although we thought, ‘Okay, it’s not broken’ we
definitely felt it needed a helping hand to move it up a gear.
Parker Aerospace’s marketing department were great to work with. Based in Irvine, California they proved to be very well-informed about the exhibition medium and knew exactly what they wanted – a gift to any contractor. Having clear objectives gave us a good start then it was up to us to deliver a top-end product. Quality
was the key – we used automotive spray-finished panels, back-lit high-impact printing, superior floor finishes and high-end fixtures and fittings to produce a stand that stood head and shoulders above its competition in any exhibition hall.
The Equinox team were able to show their design, build and delivery skills to huge effect and chalked-up another satisfied customer.
Fly High with Parker Aerospace
“There are so many exhibition contractors out there that claim to be the ‘best’, but only now have we found one that does exactly what is says it will – without compromise. The whole experience of working with Equinox has been a pleasure.” – Allison Dittmeir, Communications Manager at Parker Aerospace.
At Equinox we have worked with a wide range of organisations and delivered some amazing projects but when a brief lands on your desk carrying the stamp for 10 Downing Street, you certainly take it seriously!
The event was the ITLM Shanghai, China. And the brief was short and concise - ‘Make Britain look good’. No pressure there then! When we read a little further we learned that ITLM stands for International Tourism and Leisure Market and we would be tasked with working alongside some of the most prestigious British brands we have such as Aston Martin, British Airways, Wimbledon and Virgin Atlantic
to name just a few. It was a fantastic opportunity to show off our skills in an international arena and to liaise with such a high-profile client list.
First we had to get to grips with the brief. There were to be 20 partner stands for the British pavilion so we needed to come up with a design that was generic enough to work across all the brands but that would still provide cut-through to stand out from the competition. We also had to consider the longevity of the project as the contract was for 3 years, meaning the design and build had to stand the test of time. Finally, whilst honing the modular design to be used across the
piece, we had 20 different marketing managers to please – no small feat.All the hard work was worth it though when Equinox received an email from the Prime Minister’s marketing director saying, “I am gobsmacked (in a good way) by the branding at ITLM – best I have seen yet!” As client feedback goes, it doesn’t get much better than that!
Design, build & logistics: Equinox
Best of British!
It’s not all big brands and big budgets...
Working withambitiousbrands andagencies tocreate gamechanging experiences.
ConceptDesignBuildProject MBuildInstallStorageLogistics
Every project at Equinox gets the same love and attention no matter how big or small
We’ve all been there. After a hard day at an event, in a place you hardly know you need to feel refreshed and recharged. You go out to get food and end up with a menu that you could write before you’ve even seen it. Here are some of the best bars, after work
jaunts and fabulous experiences I have had the pleasure of frequenting with clients and colleagues over the years. Enjoy!
Carl Criscione - Account Director, Equinox
You want fries with that burger sir?
Houston – Pappa DuexThe best steak that side of the Atlantic! Which is a pretty big statement.
Las Vegas – STK @ CosmopolitanThe wine list is to die for and the food menu is simply amazing. This restaurant has appeared in books and magazines all over the world, not just for it food, but its design and architecture. An all rounder in the city of sin!
Chicago – Cheesecake FactoryOkay, so I admit this restaurant is a bit cheesy (mind the pun) but the menu will please everyone. It’s one of those places where you wished you had ordered four starters rather than a starter and a main. And yes the name gives it away, the cheesecake is phenomenal.
New York (well Brooklyn) – River caféThe locals say that the best thing about Brooklyn is the view and with the whole of Manhattan on view, your food really could be forgotten if it wasn’t so good. This is a must book as it’s really popular just a tad pricey.
Brazil – Sao Paulo - AttimoA 15 min taxi ride from TransAmerica Expo Centre is an Italian restaurant that will make any Interior Designer want to become a waiter. The awards are distinguished but none more than Best New Restaurant by “Wallpaper” Magazine. You would think in Brazil I would pick a Steakhouse but this place would be my first stop after landing!
NEC Birmingham – The Lazy CowSituated in Solihull. Cocktails, live bands and a great steak, what’s not to like!
ExCeL London – The Slop Wagon! Most clients walk out to the piazza and grab a budget busting Panini, totally unaware that the best bacon and egg sandwich lies just a short walk away on the loading bays. Look out for the white caravan.
Koln – Peters BrauhausBrewed on site the beer is great but the food is second to none. Don’t worry about ordering more beers – they bring them until you tell them to stop.
Bologna – Ristorante GrassilliIts hard to get bad food here, even the street food is fantastic. My favourite restaurant is Ristorante Grassilli. Everything is good here but the entrecote is the best in town. It’s out of the way so it’s mostly locals who eat here. If you can manage a pudding they make homemade ice-cream with warmed raspberries – heaven.
Milan – The atmosphere and people watching here is great but so are the Pizzas. I once made a two hour round trip for one. It’s in a fab area just off the Corsa Como so there’s plenty of bars to hit too. Get there early and you can indulge in Aperitivo - Italy’s version of happy hour. The booze is no cheeper (boo) but they put on the best free bar snacks you’ve ever tasted (hurrah!!!).
Dubai – Rivington GrillSituated down at the Souk al Baha 5 mins from the Expo Centre. Imagine the best Eggs Benedict you have ever had. Then add the best Mojito you’ve ever tasted. Sit yourself on an Arabic terrace overlooking the ‘Burj al Arab’ and the famous Dubai water fountains. Simply amazing!
Guangzhou – The Churchill BarWhat I’ve started to realise is that other countries have the ability to do the ‘British Bar’ better than the British! This bar is in the Ritz Carlton and does Fish and Chips that puts Harry Ramsdens to shame!
Singapore – OctapasI’ve never experienced Chilli Crab like this before. Firstly it was the biggest crab I’ve ever seen never mind eaten, secondly the taste was simply amazing! Situated on the river at Clarke Quay this is a must! Afterwards jump on a water taxi and head down to Boat Quay and on to Harry’s Bar. This was Nick Leeson’s favourite drinking hole (the guy who brought down Barings Bank).
Dussledorf – Sila ThaiThe red curry here justifies the exhibition expense straight off. I know this seems odd not taking in the local food but this really is fabulous. Make sure you book or you won’t get in. Walk off your dinner with a stroll down the Altstat for drinks (old town).
Hong Kong – M on the FringeI’ve been going here for 15 years and have never had a bad meal. Then its party time, M is just around the corner from the craziest street in town Lan Quy Fung.
Shanghai – Char Bar & GrillThese guys take steak so seriously that they give you options on what knives to use. And of course what meal would be complete without 10 varieties of salt. Great views too! Follow this up with a few drinks up the road in Bar Rouge. And get a lesson in how to spend money by the locals Shanghai style.
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