Eurogastro 2009 – Makro 

By admin, 1 października 2014

Eurogastro 2009 – Makro

Area: 380 m2
Designed by: Tatjana Kobuszewska
Developed by: TRK System and co-operating partners
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trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

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For the first time in the event’s history, Eurogastro 2009 was held in the long-awaited new exhibition hall rather than on formerly used Palace of Culture and Science facilities. The hall conformed to contemporary exhibition and display requirements, but had no suspension permits as yet, which made designers’ work more difficult. Moreover, Makro chose space in the immediate vicinity of the main entrance, and it turned out that the emergency escape route had to cross the stand. Upon division into two unequal parts, the usable floor area was ultimately reduced by one-sixth. While this might seem a major flaw, a designer’s job is about turning disadvantages into advantages. I connected the two parts with a seven-metre-tall lightweight stage structure. All structural components were bound with enormous canvas prints and boards emblazoned with corporate graphics. The effect was one huge Makro crown visible from all ends of the hall. I made the emergency escape route part of the stand, using it as a concourse between the industrial and food product displays. As a result, the Client paid for a smaller stand – while the overall effect made it seem bigger.

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

 

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

 

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

In 2009, when exhibiting at the Eurogastro fair for the fourth time, Makro set their stakes on attracting customer attention to the comprehensive offer for the catering industry. This is why the exhibition zone brought to mind typical in-house facility displays. Upon entering, customers were welcomed in a reception area, identical to that used at all facilities in Poland. All product shelves and their markings were based on the Makro shelving system; all fresh produce was displayed in similar cooling units. All that served the purpose of customers identifying the stand with a Makro shopping hall.

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

 

The informal atmosphere was enhanced for the first customers, welcomed to the stand with freshly brewed coffee and dessert. As of 2009, tastings were accompanied by training classes, by now a well-founded tradition. All shows were run by Horeca Centre trainers, promoting year-round courses organised for baristas and bartenders at the Makro Academy.

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

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trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

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trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

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trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

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trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

As of the strike of each even hour, another training course delivered by Academy chefs began. The 2009 event was themed around Polish cuisine and pizza. Training sessions are organised in a way encouraging small investors to expand their offer or to introduce a new one. Training course themes were illustrated with huge canvas photographs showing mouth-watering food. All courses enjoyed great interest. Attendants – who showed up in great numbers – felt comfortable: all instructors were fully visible, with the narrator commenting each class over the PA system.

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

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trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

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trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

 

trk system stoiska targowe, projekty, scenografie, ekspozycje, wnętrza

eurogastro-2009-makro-trk-system

For the first time, Makro could receive guests from all over Poland directly at the stand. An elevated storey holding eighty was constructed to that very purpose. The mezzanine offered a wonderful view of the entire stand. Beneath, a fully equipped kitchen was organised, serving three-course meals for four hundred guests per day. A separate tasting room with a wine cellar and smorgasbord was organised for VIPs.The Effective Business Academy launched in 2008 with its new Horeca Centre made it possible to organise the project with the use of in-house resources only.

Solution design was hugely appreciated, as proven by their multiple use throughout 2009 at more than ten Catering Fair events at Makro facilities, as well as at Polagra 2009.

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