CASE STUDY | Arconic
BACKGROUND
Farnborough Air Show 2018 | ENGLAND
Size 286m2
Arconic breaks barriers by providing innovative solutions and breakthrough products. The company specializes in engineering and manufacturing high-performance lightweight metals for the aerospace, automotive, commercial transportation and energy industries, among others. It offers Engineered Products and Solutions, Global Rolled Products, and Transportation and Construction Solutions. For more than a century, Arconic (former Alcoa) has partnered with forward-thinking companies in order to create new industries and transform existing ones.
CHALLENGE
BARZILAI Exhibition Experts, being involved in the rebranding of “Arconic” from ‘Alcoa’ in 2016, have been designing Arconic’s booths, creating the ‘wing concept’ with the angled and tipped-up wing, to represent aviation, innovation and cutting-edge technology.
For the Farnborough Air Show 2018, Arconic commissioned BARZILAI to display their fuselage sheets, fasteners, spars and wing ribs, which are used to engineer aircraft wings.
However, displaying an airplane wing on a 268-square meter booth can be too overt and conspicuous, which is contrary to Arconic’s brand messaging of sleek subtlety. The BARZILAI team strived to contrast aluminum as a ‘heavy industry’ component with a fluid, weightless vision, while maintaining the balance between the various areas of the booth: reception, bar area, meeting rooms, and product displays.
“While highly functional, it’s the artistry BARZILAI delivers that elevates our stand and chalet.“
Craig Covert,
Marketing Communications Manager
SOLUTION
The BARZILAI team designed a transparent plexy glass wing portion, suspended from a shiny sheet wall. The other end of the wing was supported by an engine model, striking the visitor to interact and engage in a ‘natural setting’, as if they were looking at a real aircraft.
Additionally, functions such as a refreshment bar, hospitality dining area, meeting rooms, hundreds of aerospace products, displays for each business unit, were tastefully integrated into the given space, enabling Arconic to achieve their show objectives.
FEEDBACK
“I think that BARZILAI Exhibition Experts perfectly melds all of the elements of the trade show booth that is openness and intimacy, use of color, use of texture, it all comes together to communicate exactly what we want to our customers.”
Craig Covert, Marketing Communications Manager
“My favorite part of working with BARZILAI is the quality of the design work that they do. No matter what the size is, the quality is always the same, the design and the brand is always on point.”
Elise Gryziec, Marketing Director
Ⓒ BARZILAI