International Housewares Show: De’Longhi

March 22, 2010 • 12:17 pm • POSTED BY stephen penning

One of the assignments I look forward to every year is creating the concept and materials for De’Longhi’s IHA trade show presence. It is one of the major opportunities for the brand to engage with the trade audience. It is also one of those projects where you get to translate an idea across a ton of mediums ranging from a physical space to video to print to you get the idea.

This year was particularly fun because we were given the opportunity to completely redesign the booth. We partnered with Star Inc. in Chicago and developed a space that took advantage of the giant footprint that De’Longhi has on the showroom floor.

The concept for the booth was to celebrate De’Longhi’s design principals and demonstrate via their new and evolving products how these principals are brought to life. De’Longhi is the only housewares brand that has a team of Italian designers and engineers expertly crafting their products. This is a distinct and relevant attribute to the trade.

With that, we took their beliefs and translated them into typographic landscapes that spanned the giant walls of the booth structure. We elevated their brand photography with more dramatic lighting, product pairings and added depth. We took this new photography and showcased it on 20ft towers that served as the backdrop for actual product. On a micro scale we brought the concept to everything from product id tags to press kits assuring that every touch point reinforced the overarching vision.

Our efforts resulted in De’Longhi having one of its most successful shows.