Solving digital puzzles

Every project demands an openminded approach, a healthy dose of creativity, and the willingness to abandon old ideas. We received an interesting challenge when we first sat at the table with a company, Arti70, specialized in designing and building all type of stands for conventions and fairs.

A fair or convention is a great opportunity to meet with potential customers, influential figures within the industry and to present your company in the best way possible. It is your organization, compressed into the small confines of the stand. You want to make sure that the image of your company, is reflected in a proper manner.

The IBC (International Broadcast Convention), where Arti70 was involved in, for example, welcomes the world’s leading broadcasters, content creators, equipment manufacturers, professional and technical associations in the entertainment and technology industry. Think of companies like Canon, Dolby, AWS, Microsoft, Adobe, and Google. With over 55.000 attendees from all over the world, it is considered one of the most important conventions in this field. The logistical complexity of such an event is mind-blowing. From the delivery of all the interior to the placement of outlets. So much to arrange and communicate.

Previously, a company with a stand at the IBC had to go through endless lists and thick catalogs with products and interior objects. A forest of tables, chairs, cupboards, tv screens, lamps, accessories, even plants, and flowers, you name it. This client would make a selection, with nothing more than a vague idea of how it would turn out.

IBM stand at the IBC convention

Is there enough space for the furniture? How does the end result look? The visual component was missing. Yes, you know how the item would look like individually, from a picture. But how would that object look in the limited space of the stand, together with the other items? Wouldn’t you want to know how it all fits together on forehand? The tricky part was that the end result would only be known right before the start of the event. This meant that there was little to no room for error. In case you ordered too little, your stand would look empty and not inviting. When you ordered too much, you would waste a lot of money and did not have the stand you desired. When an item doesn’t fit it with the projected style, tough luck. There simply was not enough time to correct the situation.

From the perspective of the company providing the products, designing the stand and building it, the process was everything but streamlined. The way they offer the items was just not very appealing. Massive catalogs with individual products. In case there were 3d models from the products, a lot of mistakes like scaling and color. The logistic side was a nightmare since the items were coming from different providers. Everything had to be registered manually and communicated with the company managing the location. The communication of information was inefficient and prone to mistakes. This whole process was screaming for a better solution.

Three questions, one answer

The key questions we focussed on:

- How can we help clients design and visualize their dream stand?

- How can we optimize sales for the providers?

- How can we streamline operations between the different parties?

The answer: 3d configurator

Is it that simple? Yes, but `simple´ doesn’t mean `easy´. We have poured our heart and soul (and brain) into this solution. First, we have created a digital environment that enables the client to see the objects in the stand. Items can be selected and dropped and moved in the digital stand. This gives you an understanding of how much space a certain item takes and how it interacts with the other objects. Does the carpet match the furniture? Do the chairs go nicely with the table? How big do the screens need to be to really have an impact? Where do we need some plants and flowers to make it look alive? What accessories can go where? Is there enough space for people to sit and stand? All these practical but vital questions can be answered by having this visualization. We brought the stand to life even before the convention started. We have built in a limiter meaning that you can never order more items than can physically fit in your stand. The digital stand is your shopping cart so products are immediately added to the order. What you see, is what you get.

A big plus for the stand builders is that the 3d configurator results in an increase in sales. The visual understanding means that the clients order more items because they see the end result and can design it exactly the way they have in mind. And because the previous stands and all the ordered items are kept in the database, it is easy to make a good follow up. As a stand builder, you can offer deals based on a client’s history, personalized and customized. Due to timely orders, it is possible to purchase in bulk and to offer package deals and targeted sales to your clients. Making our 3d configurator the perfect tool to boost your marketing.

During the order process, the stream of information is centralized so it becomes a lot easier for all parties involved to follow the status and execute. This process is more transparent and easier to control. It prevents errors and improves communication. The system is built for international usage due to different resolution options. The 3d configurator can be used with low, medium and high resolution. It runs smoothly even with bad internet and low graphic power.

To sum it all up, a centralized and transparent information stream improves efficiency and eliminates errors. The visual aspect that the 3d configurator brings to the order process improves sales and optimizes the end result. Everything that takes place in a space, can be improved with 3d configurator. Seeing is believing!



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The Brink Agency

The Brink Agency

We offer digital experience by combining creativity with technology and we help brands to grow into the digital age.