The Architectural Digest Design Show
We could not have been more excited to create the JennAir luxury trade show experience for the launch of their new campaign, ‘Bound By Nothing.’ Unveiled at the 2018 Architectural Digest Design Show, the exhibit reflected an edgy yet sophisticated personality not usually associated with home appliances. ADDS draws approximately 40,000 design aficionados to interact with incredible displays from more than 400 brands. Therefore it made perfect sense that the luxury brand also used this event to announce a brand refresh. So in addition to the new campaign, this custom exhibit also served to convey a new brand identity to the public.
JennAir is a manufacturer of luxury kitchen appliances, first recognized for its invention of the downdraft cook-top range. Nestled under the Whirlpool Corporation, they have since created industrial-style ranges, stylish built-in refrigerators, and whisper-quiet dishwashers. Crafted of distressed steel and bronze, products dressed in leather and other fine fabrics filled the space. JennAir essentially produces aspirational appliances for an art-focused audience keen to escape the traditional kitchen. Says the brand, “We married fashion and urban experiences to bring softness into a typically cold place.”
One of a Kind
The caliber of creativity in conveying the brand message and quality of merchandise required an equally gorgeous, functional exhibit. All details of the environment, from the custom leather alcoves to the pierce-cut taglines, remained consistent with the brand slogan: ‘Bound By Nothing’. Inspired by the sleek finishes and luxe materials, IGE worked for months to design an unforgettable brand experience for the event.
Contained within a massive black box absent of any logo, the exhibit cultivated mystery among the ADDS audience. Guests were allowed in just a few at a time to control traffic flow, enabling visitors to explore the experience without being mobbed. Strategically placed peepholes around the exterior incited additional curiosity. The entrance corridor featured floor-to-ceiling LED wall tiles playing the brand hero video. Once in the body of the booth, an 8-foot spinning custom cook-top cube greeted attendees. Finally, an 11-foot tall custom range ‘throne’ created from thousands of molded stove knobs highlighted the design. Those who traversed the exhibit expressed delight in our efforts, which also resulted in being awarded ‘Best in Show.’
- Size: 20′ x 40′ (800 square feet)
- 174 LED tiles
- 3000+ ‘throne’ knobs
- 56 products