Eurogastro 2009 – Makro
Area: 380 m2
Designed by: Tatjana Kobuszewska
Developed by: TRK System and co-operating partners
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.
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.
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.
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