When jeweler Kim International needed a “new” trade show exhibit for the JCK jewelry show in Las Vegas, they reached out to The Trade Group for help. The JCK exhibition is one of the biggest jewelry shows in the country, and Kim needed a 20’x30’ exhibit design that would distinguish the jeweler from a sea of competitors.
Custom-built Jewelry Showcases Were Key to the Design
Since so many jewelers rent generic, jewelry showcases for jewelry shows, we knew including custom-built showcases in the exhibit design would definitely set Kim apart. The company had a strict budget, so we devised a plan where we could recycle components from Kim’s existing display to keep costs in check.
It didn’t hurt that we knew the ins and outs of the “old” exhibit, since we had been designing Kim’s exhibits since 2011. Without the custom showcases, our plan allowed us to come in 20 percent under Kim’s budget, which left enough funds available to build custom showcases into the exhibit, giving the design a unique, polished and custom feel.
Jewelers Have Unique Lighting Needs at Trade Shows
Along with custom jewelry showcases, the design plan needed to address the special lighting that jewelers like Kim require. Lighting is essential in the fine jewelry industry, because buyers want to closely inspect jewels like diamonds for color, clarity and imperfections.
In the past, lighting was a big challenge in the Kim display. To achieve the appropriate level of brightness and stay in budget, high-power halogen lights were used in past exhibits.
Fortunately, LED lighting technology has advanced and is now much more affordable than in the past. Plus, we were able to source LED lighting technology that met the lumen levels Kim required. Goodbye heavy, bulky, hot, labor-intensive, canned halogen lights.
How We Elevated Kim’s Presence without Changing the Floor Plan
One of the biggest challenges our design team faced was the fact that they couldn’t make any drastic changes to the floor plan. The double-sided jewelry cases still needed to be positioned adjacent to the aisles on three sides. Kim also needed separate meeting spaces to host high-profile clients and display jewels in a private setting. Here’s how we did it:
Old bones, new skin and design features. As noted above, recycling the old aluminum sticks, beams and related components saved the day budget-wise. All we needed to do was conceal those bones with new skins and add other design features to give the exhibit an entirely different look and feel. Key features included:
- Frosted acrylic walls surrounding the meeting space.
- Dramatic, multi-tiered, custom soffit with uplighting and downlighting, elevated above the perimeter of the space.
- LED accent lighting throughout the space.
- Large, branded 8’x8’ graphic positioned in the back of the showcase space, which extended above the header so it would be visible from afar.
- 2”-thick, chrome dimensional signage of the Kim logo positioned in multiple spots above the header and in the meeting space.
Custom-built showcases. Not only did the showcases need to emanate the Kim brand and fit perfectly in the space, we had to include secure storage drawers with special features like mirrors in the back and internal lighting. In addition, the drawers needed to be sized precisely, so the felted jewelry displays would fit inside.
We consulted experienced showcase builders and lighting experts throughout the design process to ensure the drawers and lighting would function correctly and meet Kim’s every need.
Recessed, canned LED lighting positioned over showcases. Our jewelry lighting specialists identified the specific white light with the medium temperature needed to emit the whitest light necessary to illuminate the clarity of Kim’s diamonds correctly.
The team sourced these lights directly from a resource that supplies lighting to jewelry stores. The lights also come with built-in fans to release heat and meet safety requirements.
Posh meeting space for VIPs. Along with the frosted acrylic walls, the meeting space also featured two, full-sized private doors, comfortable leather chairs with tables and a beverage station with two refrigerators and coffee machine. Kim wanted to make sure guests would have easy access to refreshments.
Lighting was also key for the meeting space, so we included a bridge above the space with the same recessed, canned LED lighting used in the showcase space.
We also designed the meeting space to be flexible for future shows. The middle wall can be moved to create one smaller and one larger room, two equal-sized rooms or one larger room.
BONUS: Kim’s New Exhibit Reduces Set-up Time and Labor Costs Too
Since we were so familiar with Kim’s previous exhibits, we knew some portions of the exhibit installation and dismantle were labor intensive. With the new design, our goal was to design an exhibit that would be much less complicated to install and dismantle.
Several elements included in the exhibit – like constructing the dramatic header out of lightweight materials – were designed so two or three people could handle the installation in a shorter amount of time. These steps reduced the burden on labor on the show floor, which is a win-win for Kim and the I&D team.
To learn how to update your tired trade show display on a tight budget, give us a call. Our team of exhibit design experts is here to help!