Meaningful face-to-face interactions in an open and inviting space.
Smithfield Foods is a U.S.-based global food company with many of their customers located in far-reaching places around the world. They attend the biennial ANUGA show, the world’s largest trade fair for food and beverages, as a reunion of their customers, hosting and meeting with them as much as possible during the four day event. While understanding the importance of quantitative results, Smithfield’s strategy was to focus on the face-to-face interactions with attendees of ANUGA with the ultimate goal of connecting with their current clients as well as global prospects.
Derse’s creative design for the stand accomplished Smithfield’s goal of an open, attractive feel:
As you approach the stand, the front corner features a “typography as architecture” approach with dimensional letters that read “Pigs & Pork” to highlight that Smithfield is the world’s largest pork processor and hog producer. Behind the letters featured a curved LED wall promoting product video, imagery, and the Smithfield brand.
Inside the booth, attendees were immersed in a café setting with warm lighting, soft finishes, and tables, ideal for conversational gatherings. To accommodate for more meeting space, an open double-deck space overlooked the café, creating a more private area to connect with clients and prospects. Along the side of the stand, a band of LED screens displayed additional Smithfield product imagery.