I have been designing Makro stands since 2006. Designing something completely new each time is a major challenge.
That year, I decided to abandon exhibition standards and to develop scenography serving the purpose of displaying products and solutions addressing fast-food and restaurant clients.
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A huge variety of customers within a single space and under the Makro roof. The left-hand side of the stand was fast-food-themed, with the right side focusing on restaurants. While everything about the two respective parts was different, they were coherent. To the left – a backdrop of a wall with the Warsaw City skyline and the famous Palm Tree, to the right – an outline of Warsaw’s Old Town with King Sigismund’s Column. Backstand exits were masked with mock elevations: of the Gregorburger bar on the left, and the Drake (Pod kaczorem) restaurant on the right. Refrigerated display cases and a French fries kiosk on the left; fish, dairy produce, and cold cut showcases on the right. A coffee bar on the left; a wine bar on the right. Tables on were “built” into tall and low chairs on the left and right, respectively. Two-tone floor carpeting was used. I placed the “heart of the stand” at the very centre: a professional cooking station, where chefs could show the full array of functionalities of products available at Makro. Shows went on all day long. A barista show was followed by French fries and fast-food; then beef and fish, with wine tasting to close.
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Each show was beamed onto three giant seamless displays. Kitchen space was filmed from above, letting customers see all the details of what was going on on tabletops. Kitchen broadcasts were shown interchangeably with Makro animation.
Stage lighting followed the show, highlighting individual zones. Differently coloured beams illuminated the entire stand, constantly changing its look. Changing music was played as a well-themed score; all anchors were perfectly audible thanks to a professional sound system.
The entire stand was crowned with a Makro gate, bringing all Polish Makro facilities to mind. Makro-branded delivery vehicle scale models travelled the gate in an incessant loop, highlighting Makro’s new service: customer delivery. This is why vehicles are everywhere: smaller ones in the gate, larger ones emerging from walls.
Delivery talks are held at fresh delivery crates covered with glass panes.
I designed a special tabletop cover for the stand: material shaped by air movement.
The effect gave a unique impression of a light breeze and freshness, emphasising project dynamics.
Ornamental features apart, the stand housed kitchen support facilities, a scullery, chefs’ and consultants’ locker room, and a VIP Room with a display of stand developments.
We met our Client’s objectives in a dynamic and elegant way.