Experiential / The Laminex Group

the laminex group

Interiordesignex

The brief

The Laminex Group is the leading marketer, distributor and manufacturer of premium decorative surfaces in Australia and New Zealand. Each year Laminex Group presents at Interiordesignex, a premier event for the presentation and display of interior architecture and design. More than 350 architectural and design suppliers showcase products such as fabric, flooring, carpet, rugs, furnishings, bathroomware, shop fittings, architectural hardware and window treatments.

It is a highly competitive and frenetic environment, particularly within the decorative surface laminate markets. At the time, presenting hundreds of small swatches of product was a paradigm adopted by all of the major decorative surface manufactures in the hope of demonstrating 'depth of offering' and 'choice' for consumers. We quickly identified that this strategy demonstrated little or no innovation, communicated a lack of enthusiasm to embrace design as a key brand driver, while failing to inspire or motivate the market. Our brief was to launch a new and innovative decorative surface product within the 30 square exhibition environment.

The solution

3 Deep discarded the floor plan in favour of a much more dynamic conceptual approach, the use of air space. Extending more than 20 meters into the air, we not only significantly increased the available exhibition space for Laminex but created a visible landmark for event participants and visitors. The space was suddenly active and dynamic in every sense, showcasing product for the company while providing a real reason for staff to engage with consumers. It repositioned the brand while winning the company its first, and much coveted award, Best Stand – Over 30 square meters.

The results

– Winner best stand over 30 square meters, Interiordesignex.

About our client

The Laminex Group is the leading marketer, distributor and manufacturer of premium decorative surfaces in Australia and New Zealand. The company has a portfolio of market leading brands including Formica (Australia), Formica (New Zealand), Fusion, Trade Essentials and Green First. Established in 1934, Laminex Industries has a long history of innovation and product development.

Departments activated

Planning, Creative, Image making, Communication