Nikon won the Best Stand at the Photography Show for seven consecutive years, meeting the brief of dominating the exhibition and making products accessible.

The stand is reconfigured for a large number of Nikon’s annual shows and events programme.

THE BRIEF

Nikon is one of the most recognisable Camera brands in the world. It stands for the highest quality and is strongly associated with professional photography. However, the brand lacked awareness and relevance for compact camera users. They needed to change perception, win over new customers, and develop a brand campaign around Nikon being at the heart of the image with the slogan “I am Nikon”. The UK launch of this campaign began with their new stand at the photography show.

The stand needed to remove all barriers to the customer product experience and incorporate a seminar theatre for 45 people. The three key markets—consumer, enthusiast, and professional—needed clearly defining and products easily accessible.

What’s more, the design solution had to dominate the show, and elements of the stand needed to be re-used at other events.

THE SOLUTION

2BP turned the stand inside out and upside down by moving the main stand structures into the air, using large suspended light boxes to define the area so as not to close in the stand. This ensured the dominance of the show floor.

Opening up the stand allowed for the creation of three 360-degree counters, one for each market segment. These counters were manned by product experts, there to answer any technical questions.