The International Council of Shopping Centers (ICSC) is the global trade association of the shopping center industry. Its 50,000 members in the U.S., Canada and more than 80 other countries include shopping center owners, developers, managers, marketing specialists, investors, lenders, retailers and other professionals as well as academics and public officials.
This year’s Canadian convention took place at the Metro Toronto Convention Centre on October 19-20, 2011. The Convention is the largest retail real estate convention in Canada and hosts over 2,500 attendees and over 150 exhibitors.
Holman, an exhibit design and marketing firm, worked with eight companies this year to design, create and install exhibits at the show.
Holman worked with First Capital Realty and created a custom 50-by-20 island exhibit that was designed to reflect the company’s modern and streamlined look of their properties. The exhibit combined a modern feel with wood and glass with the natural look of stone and grass.
A boardroom was created using glass panels etched in a vine motif to reflect the design used in First Capitals collateral materials. The pattern was continued on the graphic back panels, keeping a flow to the exhibit. A 16-foot tower showcased the First Capital logo. The tower also showcases the western, eastern and central regions various properties as well as racking for material distribution.
Three touch-screen monitors surrounded the tower and made information easily accessible to the visitors to the booth. Café-style chairs and tables staged the center area as a conversation space.
Holman was also the creative force behind the Pen Equity exhibit. This 20-by-20 space was developed to have a clean and industrial feel. The exhibit had a “high-tech” look to it with an airy and free-flowing design.
A 16-foot tower was hung from the ceiling and featured two light boxes with the Pen Equity logo. A blue acrylic back wall featured corporate graphics that provided the companies’ corporate positioning statement. A wood panel allowed for showcasing the companies properties and held two touch screens for interactivity. From the back, two white, angular-mounted pillars gave the exhibit an architectural and futuristic feel. A custom counter was created for staff in white and green, representing the Pen Equity colors. A semi-private meeting room was created using steel wires that were hung from the ceiling and frosted glass walls– further showcasing the industrial feel to the booth.
First Gulf Corporation is a market leader in the development of mixed-use, retail, office and industrial properties. Holman designed an exhibit that combined the sophistication of a lounge with the privacy of an enclosed meeting room. The lounge area with furniture and a fireplace was used for casual discussions. The meeting room, with bright white board room furniture, was used for more private meetings. Fabric panels with graphics made the exhibit light and easy to set up. The color scheme of blue and white was consistent with First Gulf’s branding. The exhibit had an open feel, yet strong presence.
For Arcturus, Holman installed an exhibit that allowed them to showcase the menu of real estate services they provide for their clients. The white, orange and dark blue book reflected the companies’ corporate color scheme. The booth featured a custom front counter, two semi-private meeting rooms and a back wall with two 36-inch monitors and angled keyboards that allowed for information gathering.
The back wall also had space for corporate literature. A wood floor area allowed for visitors to walk through the booth, two high-top tables and chairs were set up in the main space. Graphic elements were positioned on all sides to ensure the companies’ message was front and centre.
Holman worked with Dollar Tree on a simple but classic 10-by-10 exhibit. Dollar Tree will be opening 100 stores in Canada and was looking to introduce their business into the Canadian marketplace. The all-white booth had a back wall featuring double doors with a large Double Tree Canada logo. Two 32-inch screens flanked the back wall. The center area was used as a meeting place with white tables and chairs throughout.
The Seaway Doral exhibit had a variety of enhancements this year and Holman Exhibits continued to provide all the services to Seaway Doral.
RIO CAN’S presence on the ICSC was once again executed by Holman Exhibits. The exhibit is a definite focal point of the show and had additional features such as a touchscreen.
It was the first year that Bentall Kennedy (formerly ‘Bentall’) presented their new logo at the ICSC in Toronto.
Holman Exhibits met the challenge by refurbishing their existing booth property and strategically applying new branding throughout the booth. Color matched, high-resolution print applied on flame polished acrylic substrate not only transformed the exhibit into a new look but ensured a solid representation of the brand.
