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European Motor shows

The Power of Dreams – and data

When Honda asked us to design their exhibition stands for major European motor shows, we faced three major challenges. How can we create maximum impact in the competitive environment? How can we attract people to the stand and encourage them to engage in the brand experience? And how can we learn quickly what works and what doesn’t?

It may seem complex but it’s actually quite simple: Pull, don’t push.

Our exhibition stand for Honda at the Geneva, Paris, and Frankfurt motor shows combined outstanding design with a precisely mapped visitor journey. Based on Honda’s “The Power of Dreams,” we created the 100-meter-high ‘Dreamwave’ using suspended LED screens. This fascinating trigger point provided simple and exciting access to the Honda brand. The results: Avantgarde has been retained to implement Honda’s exhibition stand at seven future European shows during 2019-2021.

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The visitor journey was designed to ensure easy access to all information whilst engaging with a variety of touchpoints along the journey, leading them to spend more time than usual in the space. But here’s the best part: With tracking devices, we were able to extract visitor behaviour data in real-time and adapt the journey elements to improve the success of the brand experience.