ACC Booth Partnerships Reconfigure Display
August 14, 2013
At the ACC show there were several sellers that joined together in combined booths to create more open and inviting booth configurations.
This year Petra Class and Biba Schutz booth display was remarkable as the first two booths greeting the customers as they entered the American Craft Council Show.
Petra Class (left side of photo) and Biba Schutz (right side of photo) have combined their booths every year. Side by side they synchronize the
appearance while keeping a completely separate identity. Without the curtain "wall" between the booths, it creates a
big expanse of eye catching space.
In another example along the length of an aisle, Sarah Jane Hassler and Karen McCreary combined two standard booths to create an inviting open space.
Many booths adopted an L-shaped layout (diagram shown below). While it looks fine in this layout diagram, there is a problem with this booth configuration. The L-shaped layout creates a narrow aisle which can be an imposing gauntlet to the customer that may not want to be trapped in a narrow aisle uncommitted to a purchase or conversation.
L-shaped layout plan:
Below is what a l-shaped layout of a booth looks like at the show (below.) The narrow aisle is even more intimidating if the booth has a display case rising higher and creating vertical space like a wall.
Combining two L-shaped booths side-by-side Sarah Jane Hassler and Karen McCreary had a great innovation. The narrow aisle they both would have had with an L-shaped layout going solo is combined. (The green line is where most booths have pipe and drape divider between booths. Just imagine how narrow this aisle would feel at the show.
Combining the center into open space in between their displays was inviting and allowed a non-threatening reception square (shown below). Customers could walk into the space and look around without feeling trapped.
Notice their signs diagonally across the back corner of the booth.
While not identical, the signs used the same font and styling to look cohesive. Both sellers also used the same earring display and fabric below their tables.
Remember the previous posts about signage in your booth. Both of these signs include the makers name, a brief description, and images of the jewelry.
The ultimate in booth collaboration were three people creating one seamless booth going down the aisle. After viewing the show with the somewhat overwhelming density of one booth after the next, it was refreshing to see this long extended open booth layout by David Whippen, John Liston, and Niki Ulehla (booths 320, 321, and 322). It also was an award winning booth.
Photo courtesy of Elizabeth Ryan
Interactive Editor, American Craft Council
The jeweler Niki Ulehla was in the center with a minimalist display on a table. No jewelry cases contributed to the open booth layout.
How did all these booth collaboration occur? They simply asked the ACC show organizers to place them next to one another. That simple -- and it happened. What a great idea for your next show.
Previous posts in this ACC series: