Procter & Gamble Consumer Event Experience: AAD 2014, Denver

For the second time, IGE partnered with MPG to develop an extra large consumer event experience for Procter & Gamble. This particular project focused on the beauty sector of the business, with over 15,000 Academy members and medical professionals attending. Therefore it was imperative that the P&G environment stand out with elegant confidence.

The Show and the Client

The American Academy of Dermatology (AAD) hosts an Annual and Summer meeting every year to provide members with learning and networking opportunities. In recent years, the conference also includes non-member physicians and students. The intensive 4-5 day experience helps improve and promote excellence in the skin care industry.

Multinational consumer goods corporation Procter & Gamble has been around since before the Civil War, initially selling candles and soap. In 2013 the company housed 165 brands in its product portfolio, including Crest, Gilette and Tide. They have since streamlined the business, narrowing their focus to 50-60. For over a century the company has invested in significant research and development, resulting in a world-class technical organization that creates superior consumer products. Procter & Gamble is consistently recognized as world leaders in innovation and lead in every product category in which they compete.

A Consumer Event Experience

Our mission was to design and build an exhibit that regulated a very specific traffic flow. First, visitors entered from the front of the booth and ushered into a meeting room for an interactive presentation. Following this, guests could continue toward the product display areas or the exit. From across the exhibition hall, the exhibit emitted a prestigious presence. 16′ back-lit pillars flanked the entrance, crowned by a rotational circular hanging sign with the company logo and corporate colors. The structure embraced numerous LED lighting that seemed to make it glow. In conclusion, it definitely stole the show and we are proud of the attention it attracted.