Best Green Exhibit
At MOD '11, an annual event celebrating the best in lightweight, modular, and sustainable exhibit design, Transformit won "Best Green Exhibit" for the 60' x 100' exhibit that we designed and built for The North Face. The award ceremony was attended by over 300 industry professionals, who participated in the selection, along with judges, Derek Gentile of EEI Global, Russ Fowler of Derse, and Gino Pellegrini of Inter-Global Exhibits.In July 2010, The North Face art director, Caleb Brown, approached Transformit to help design their new exhibit for Outdoor Retailer, a twice-yearly industry show in Salt Lake City, UT. For years, The North Face had exhibited privately, in meeting rooms away from the main show floor. New management wanted to rejoin the activity on the show floor, and to invite the entire show audience to experience The North Face.
1) Creative Brief
Caleb expressed that their intent was to assert The North Face's leadership position in both technical innovation and sustainability, deliver an exciting brand experience to visitors, and display six groups of products in areas clearly delineated by activity: Outdoor, Performance, Action Sports, Youth, Equipment, and Footwear. Perfection in execution was expected in the product display.
2) Design Process
To begin the design process, Caleb came to Transformit to develop the design with our team: Tom Newhall and Tom Chabot, Senior Desigers, supported by owner Cindy Thompson and vice president of marketing, Matt Rawdon. Caleb's presence allowed us to sit down together to quickly test, reject, and modify many ideas.
3) Core Design IdeasFrom our initial wide-ranging conversations emerged three core ideas: 1) the exhibit was to express the company's deep roots in outdoor equipment, specifically The North Face's iconic dome tents; 2) the design was to be proportioned after the ancient Greek "golden section" or "golden ratio" and; 3) it was to demonstrateThe North Face's commitment to environmental stewardship.
Rendering: Tom Newhall