Exhibition Strategy

PROPOSAL FOR A NEW

TYPE OF INTEGRATED EXHIBITION

BY WOO-YOUNG CHOI

INTERNATIONAL DESIGN SCHOOL FOR ADVANCED

STUDIES HONG IK UNIVERSITY

Introduction

Conclusion

Body

Body Body

Body 1

IntroductionPurposeThis study is intended to establish an integrated exhibition through the development of a globally competitive, original and differentiated exhibition and suggest a new concept exhibition strategy that can enhance exhibit of value and national competitiveness of the exhibition industry

The Word “EXHIBITION”

EXHIBITION“Different things to different people”

EXHIBITION“Show and Show and Show”

EXHIBITION“Display and Display and Display”

Why

do we need integrated tool?

SPACE

AUDIENCEWORKS

COMMUNITY

PREXPLAIN

VISIT

RESEARCHANALYSIS

EXHIBITION

MANAGEMENT

DIRECTION

WATCHING


“Show and Show and Show”“Display and Display and Display”




“Show and Show and Show”“Display and Display and Display”Showing of works of art

Display of photographs

Exposure of real objects


Visual presentation of ideas

Conference

Promotion of a new product

Club & Service

Selling a productPublic show



v

v

v


Showing of works of artDisplay of photographs

Exposure of real objectsVisual presentation of ideas

Conference

Promotion of a new product

Club & ServiceSelling a product

Public showNeed Need

an an INTEGRATED INTEGRATED TOOLTOOL

“ INTEGRATED

EXHIBITION STRATEGY ”

BodyCase Studies ( ERRC)This case study examines the relationship betweenContemporary exhibitions strategy and Mixed trend exhibitions strategy. In this case study, each exhibition shows how it consisted such as, purpose, characteristics, system, sponsored, analysis, potential benefit, strategic points and core key words for integrated exhibition.

CURRENT TREND

Raise

Reduce

Eliminate

CreateC

R

R

E

• Which of the factors

that the Exhibition

industry takes

for granted should

be eliminated?

• Which factors should

be raised well above

the Exhibition

industry’s Standard?

•Which factors .

should be created that

the Exhibition industry

has never offered?

• Which factors should

be reduced well below

Exhibition industry’s

standards?

“Gwan-Ju Design Biennale”-KOREA

“Burning Man”-USA

“Dashanzi 798”-CHINA

“Heyri”-KOREA

“Venice Binnale”-ITALY

“KES 2007”-KOREA

“Cebit2008”-GERMANY

“Comdex”-USA

“Guggenheim” New York, Las Vegas, Bilbao, Venice, Berlin

“NIKE-TOWN / NIKEID STUDIO” –USA

PlanningFeedback

BusinessPlanning

Development Exhibit ManagementTakeAway

Valuation

Adjustment / Consultation

Exhibition Communication Structure / Exhibition Interactive Process

Unlike magazines and direct mail, exhibitions involves a multi-way communication process.Audience can visit and watching from works / space. Works can give and seek information. Most importantly, business is conducted face to face the most effective way to build and sustain customer relations.

SPACE

AUDIENCEWORKS

COMMUNITY

PREXPLAIN

VISIT

RESEARCHANALYSIS

EXHIBITION

MANAGEMENT

DIRECTION

WATCHING

Exhibition ClassificationClassification by Exhibition Place, Term, Contents and Participation

Classification Exhibition

PLACEIndoor, outdoor, Stopped, mobile, traveling, simulated

TIMEPermanent, Standing, Short-term, Diachronic, Synchronic

CONTENTSImage, Experimental, Power Equipment, Breeding, Education, Science

PARTICIPATION

Experience, Individual, Grouping

ClassificationExhibit Style

COMMERCIALTrade Show, Public Show, Consumer Show, Fair, etc

NON-COMMERCIAL

Non-commercial gallery, Museum, Expo, Biennale, Art-zone/street, Festival, etc

Step 1 Step 2 Step 3 Step 4 Step 5Frame for Plan

1.Purpose

2.Theme / Concept

3.Goal

Basic Plan

1.When

2.where

3.what

4.How

5.Whom

6.How

7.Who

Operation Plan

1.Operation Outline

2.Place

3.Planning

4.Event Planning

5.PR Plan

6.Budget Plan

7.Management Plan

Operation Plan

1.Menual

2. Schedule

3.Setting /

Installation

4. PR

5.Invitation

6.PD Meeting

7.Take away

Valuation

1.Data Planning

2.Report

3.Valuation

Time Place Sponsored By Purpose System1.Season / Week / Period

2.Reference Consideration

3.Target Audience

4.Avoid overlapping with other event

5.Enough time to prepare

1.In / Out

2.Region

3.Weather

4.Number of persons / Area

5.Context / Facility

1.Host organization 1.Purpose

2.Contents

3.Interest

Yes or No

4.Stability

5.Effect

6.Failure Forecast

7.Budget

1.Operation

Process

2.Planning

3.Schedule

4.Conte

5.Checklist

6.PR

7.Display

8.Equpiment

9.Transportation

10. Food

Exhibition plan & ManagementExhibition Frame Work : 5W2H / Exhibition Planning Process

Exhibition plan & ManagementPurpose of Exhibiting for Corporation

• To build up company’s image• To introduce production line-up • For sales promotion• To introduce new products• To pick up visitor’s opinion• others

4.5%

1.5%

19.5%

22.6%

16.5%

35.3%To build up company’s image

To introduce production line-up

For sales promotion

To introduce new products

To pick up visitor’s opinion

Others

0 15 20 355 40

Exhibition plan & ManagementExhibition Design Process Structuree.g.)

( Exhibitgroup giltspur New York US )About Eg?For over70 years, eg has provided world-class exhibit design, product, and program management to top companies around the world. Their vision is to be the value leader in the exhibit industry and we are uniquely suited to fulfilling that vision. With unmateched capabilities and the broadest set of resources in the industry, we are devoted to delivering maximum client value. And by value we mean more focused service, award-winning design, and a trouble-free show floor experience for your dollar. Eg has the experience and resources to take your program to best of show and deyond.

VIDEO / FILM

LIVE PRESENTATION

ADVERTISEMENT

FACE TO FACE

ARCHITECTURE

GRAPHIC

Dynamic

3D Design2D Design

Static

ExhibitDesign

FUNDAMENTAL PRINCIPLES

Exhibition Communication Structure / Exhibition Interactive Process

Classification by Exhibition Place, Term, Contents and Participation

Exhibition Frame Work : 5W2H / Exhibition Planning Process

Exhibition Design Process Structure

Purpose of Exhibiting for Corporation

MIXED NEW TREND

2007 CHRISTIE’S

“LG” SUMMER LINE

SHOW

DOO-SAN “SO-JU STREET EXHIBITION”

2007 design House “PAPER-TAINER”

LOTTE “Avenuel Charity Campaign”

BMW “ART CAR”

LG Electronics

Annual "Life's Good" event at Christie's Auction House. The theme was LG Masterpieces, and the night was complete with faux auctioneers, numbered bidding paddles, and a presentation set inside the auction room. There were no bidding wars to be had or fast-talking to be heard. But the company had a mix of brand new products on display as well as some recently released products

Doo-San So-Ju

All humans are internally desired (Pop-art) by park seo won & 9 Artists work Displayed on the 3 Trucks (Vehicle) for rambling

Design House

Papertainer Museum, made of 373 paper tubes and cargo containers, has been constructed on a 1,000-pyong (3,300 square meters) space inside the Olympic Park, designed by renowned Japanese architect Shigeru Ban. Papertainer Museum has adopted its motif from Shigeru Ban’s Nomadic Museum. 30 brands(Bean Pole, Ssamzie, Nike and Naver.) & ArtistsPapertainer Museum is an eco-friendly and recyclable museum. Paper, the civilization’s messenger and the preservation form of culture, and containers signifying trade, together symbolize the world’s culture and art

LOTTE

Charity Theme "Share the Love" buy "Love" T-shirtsimported luxury goodscosmeticssecond-hand luxury goodscookies donated by the wives of foreign ambassadors residing in Korea charity art auction on Nov. 30

All proceeds will be donated to the Holy Family Child Adoption Center

BMW

Fifteen memorable racecars have been painted by brilliant art masters such as Andy Warhol, Frank Stella, Roy Lichtenstein, Robert Rauschenberg, Jenny Holzer and David Hockney (all have since been displayed in museums from the Guggenheim in Bilbao to the Louvre in Paris.) Together, the art cars form a mirror of contemporary culture, as exemplary as it is unique.

Trend KeyWords

Contents

Premium / Aesthetics

Life's Good / Design LG (Design Base System)

Art Marketing trendAesthetics

(Business trend)

Pop-art trend

Eco friendly Recyclable

Art-marketing

Social Restoration activities

Charity Campaign

Cooperation

Designed by

international Audience

unique network

Cooperation

MIXED NEW TREND

2007 CHRISTIE’S “LG”

SUMMER LINE SHOW

DOO-SAN “SO-JU STREET EXHIBITION”

2007 design House “PAPER-TAINER”

LOTTE “Avenuel Charity Campaign”

BMW “ART CAR”

Marketing (Business trend)

BrandPR

SocialRestoration

Activities

Art Marketing(Art marketing)

Co. ExhibitValue Table

MIXED NEW TREND

Christie’s “LG” summer line show

“Doo-San” soju street exhibition-park seo won

“paper-tainer” 2007

“Avenuel Charity Campaign Lotte”

“BMW” art car

PLANNINGINTEGRATED STRATEGY

: “ INTEGRATED EXHIBITION STRATEGY ” +“LG ELECTRONICS SUMMER LINE SHOW 2008”

LG EXHIBITION“LG ELECTRONICS SUMMER LINE SHOW 2008”

KEYWORDSSTRATEGIC & BENEFIT

ELIMINATE / REDUCE RAISE / CREATE

E-R-R-CBACKUP INFORMATION

RESEARCH

WHAT IS THE INTEGRATED

STRATEGY ?

ALL-ROUND PLANNING

MADE IN ___

WORLD ECONOMIC

SYSTEM

GLOBAL PLAN

OFF THE

WALL

NEW CONTENTS

CREATIVE INNER

SYSTEM

REBULDING STRATEGY

HISTORY

NOSTALGIA

HISTORICAL PLACE

ATTRACT FOREIGN CAPITAL

CONSUMER CENTERED

STRONG PROPRIETARY

COMPANY

COEXIST COMMEN-SALISM

IN HISTORY JOIN IN ANDPARTICIPATION

GLOBAL PLAN THINK NEW

PLACE TIMECONT-ENTS

PARTIC-IPATION

Indoor, outdoor, Stopped, mobile, traveling, simulated, Permanent, Standing, Short-term, Diachronic, Synchronic, Image, Experimental, Power Equipment, Breeding, Education, Science,

Experience, Individual, Grouping Exhibition

MIXEDTRENDVALUE

MIXEDTRENDVALUE

CREATIVE CREATIVE

Frame for Plan / Basic Plan / Operation Plan / ValuationBY DESIGN PERSPECTIVE

CURRENT TREND

KEY WORDS

“NOW” EXHIBITION VALUE

MIXED NEW TREND

“FUTURE” EXHIBITION VALUE


“PAST” EXHIBITION VALUE

INTEGRATED

CURRENT TREND“NOW” EXHIBITION VALUE

MIXED NEW TREND“FUTURE” EXHIBITION VALUE


“PAST” EXHIBITION VALUE


< “INTEGRATED” MEANING IMAGE >

INTEGRATED EXHIBITION POTENTIAL BENEFIT AND NEW CHANCEEXISTS AT THE INTERSECTION OF 3 DIFFERENT CIRCLES


‘LG Electronics’ BUSINESS GOAL / STRATEGIES

‘LG Electronics’ DESIGN GOAL

‘LG Electronics’ PR (PUBLIC RELATIONS): PUBLICITY ACTIVITES

‘LG Electronics’ : LG EXHIBITION

‘LG Electronics’ : LG EXHIBITION COMMUNICATION PLAN

‘LG Electronics’ ORGANIZATION

‘LG Electronics’ SEASNONAL SUMMER LINE SHOW

APPLICATION

< ‘LG Electronics’ SEASNONAL SUMMER LINE SHOW >


Experience

Premium blend of design, technology and functionality

Creating new cultural

Premium market strategy : lucrative market for

high-end household appliances, mobile telephones, and other multimedia products

DelightfullySmart

Innovation

Life’s GoodWith LG

LG CustomerExhibition

Communication Channel Between LG And Customer

Give the ExperienceTo feel Special Something

“ INTEGRATED EXHIBITION STRATEGY ”

<‘LG Electronics’ : LG EXHIBITION COMMUNICATION PLAN >



WHAT THEY DID SO FAR…

Trend concept : Lifestyle change create smaller luxury Yacht trend = High-end household appliances & extraordinary exhibit place

Place: private yacht

Year: 2005 s’ summer line show

Contents: LG’s “Life’s Good” summer line show — an exclusive gala-by-the-sea event, aboard the Lady Wind ridge private yacht.


Trend concept : Bring into relief “corporate brand image” & Co. Entertainment approach, Co. flexible thinking approach

Place: Madame Tussauds’ Wax Museum in New York City


Contents: LG Electronics highlighted innovation and design in its broad line of flat-panel displays at an exclusive “celebrity” event




Trend concept : Good chemistry between Christie’s masterpieces and LG Premium market strategy ( pursuit high-end product) & Art AuctionTrend

Place: Christie’s New York’s auction house


Contents: Displayed among some the world’s finest masterpieces at Christie’s during the company’s annual Summer Line Show, LG mobile phone models demonstrate continued significant enhancements to some of the most stunning and popular handsets ever made. Also display that household appliances.



Conclusion

Electronics’ SEASNONAL SUMMER LINE SHOW 2008

BY INTEGRATED EXHIBITION STRATEGY

Strategy Value : INTEGRATED EXHIBITION STRATEGY

INTEGRATED EXHIBITION STRATEGY

APPLY TO THE “ W SEOUL WALKERHILL HOTEL ”

FOR LG SUMMER LINE SHOW

LGis DESIGN is

“Whatever you want, Whenever you want ”

(Wonderful / Witty / Warm / Welcome / Wonderland)

Premium blend of Boutique and Trendy

VVIP (Very Very Important People) Business

W isPremium blend of design

technology and functionalityCreating new cultural

Premium market strategy high-end household appliances

mobile telephones, and other multimedia products

“The world is becoming veryvisually savvy and info-savvy”

“Consumers are perpetually interested in being stimulated”

“Dig pop sensuous design”“For communication”

Karim Rashid

LG ELECTRONICS

TRENDY CODE “ W ”By Designer: Karim Rashid

MAIN DESIGN CONCEPT DESIGNED BY KARIM RASHID “ repeat, minimal parts and 3Dimension ”

MAIN THEME LG ELECTRONICS TRENDY CODE “ W ”

SUB THEME Making trendy feeling by LG

SYSTEM Entertainment / Trendy interior system / control & automation

TIMEPARTIC-IPATIONPLACE

CON-TENTS

PLACE INDOOR EXHIBITION

TIME SHORT-TIME / STANDING EXHIBITION

CONTENTS IMAGE / EXPERIMENT EXHIBITION

PARTICIPATION EXPERIENCE EXHIBITION

CONCEPTVISUALIZATION

Deutsche Bank Art and Deutsche Bank Private Wealth Management presented at Germany's most important art fair a VIP Lounge designed by Karim Rashid

LG ELECTRONICS TRENDY CODE “ W ”

CONCEPTVISUALIZATION

Deutsche Bank Art and Deutsche Bank Private Wealth Management presented at Germany's most important art fair a VIP Lounge designed by Karim Rashid


CURRENT TREND KEYWORDS

By DesignerKarim Rashid

ThemeLGE TRENDY CODE “W”

GLOBAL PLAN

OFF THE WALL

PARTICIPATION

COEXIST

HISTORY

NOSTALGIA

NEW CONTENTS

ALL-ROUND PLANNING

HISTORICAL PLACE

CREATIVE INNER SYSTEM

ATTRACT FOREIGN CAPITAL

COMMENSALISM

MADE IN ___

CONSUMER CENTERED

STRONG PROPRIETARY COMPANY

EXPERIENCE

REBULDING STRATEGY

WORLD ECONOMIC SYSTEM

CONSUMER INTERACT WITH BRANDS

1 2 3 4 5

W SEOUL WALKERHILL

TREND KEY WORDSBUSINESS VALUATION

VERIFICATION TOOL

1.Season / Week / Period

2.Reference Consideration

3.Target Audience

4.Avoid overlapping with other event

5.Enough time to prepare

SUMMER SEASON 1 WEEK EXHIBITION

NONE

LG REFERENCE COMPANY STAFF & EXECUTIVE MEMBERS

NONE

PREPARATORY PERIOD ABOUT 3 MONTHS

1.In / Out

2.Region

3.Weather

4.Number of persons / Area

5.Context / Facility

Place

INDOOR EXHIBITION

21 Gwangjang Dong · Gwangjin Gu · Seoul 143 708 · South Korea - W SEOUL WALKERHILL

SUMMER SEASON 2008 AUGUST 1-3

NUMBER OF PERSONS/ AREA : CONSIDERATION (approximately 300 )

W SEOUL WALKERHILL : LOUNGE DISPLAY AND OPTIONAL EXTRA SPACE

Sponsored By

1.Host organization

W SEOUL WALKERHILL HOTEL OFFICIAL SPONSORED BY

JAGUAR, CHANEL, MASTER CARD

LG ELECTRONICS CO-OPERATION

GE, YAHOO, MICROSOFT, TOYOTA, PRADA, PHILIPS, INTEL

Time


< FUNDAMENTAL PRINCIPLES STUDY >By Designer: Karim Rashid

FRAME WORK (PARTICULAR ANALYSIS)

SYSTEM

1.Operation Process

2.Planning

3.Schedule

4.Conte

5.Checklist

6.PR

7.Display

8.Equpiment

9.Transportation

10. Food

Purpose

1.Purpose

2.Contents

3.Interest

Yes or No

4.Stability

5.Effect

6.Failure Forecast

7.Budget

PR (PUBLIC RELATIONS): PUBLICITY ACTIVITES BY SEASNONAL SUMMER LINE SHOW Introduced that high-end household appliances, mobile telephones, and other multimedia products LG ELECTRONICS SEASNONAL SUMMER LINE SHOW 2008 IN SEOUL KOREA WITH W SEOUL WALKERHILL HOTELEXHIBITION THEME : LG ELECTRONICS TRENDY CODE “ W ”EXHIBITION DESIGNED BY KARIM RASHIDSTABILITY : CONSIDERATION LGE CORPORATE IDENTITY ELEVATIONLGE PRODUCTS = MASS LUXURY ITEM BY W SEOUL WALKERHILL BRAND POWERFAILURE FORECAST : CONSIDERATION BUDGET : MEASUREMENT / WILL BE ANNOUNCE

10 July 2008 Information for exhibition catalogue entry ( print and virtual form)10 July 2008 Stand projects for approval14 July 2008 Stand equipment and technical service14 July 2008 W Seoul-Walkerhill Lounge Hall rental14 July 2008 Order of exhibitor passes, tickets to the exhibition and to Welcome party14 July 2008 100% payment for exhibition space rental 24 - 27 July 2008 Build-up of the exhibition28 July 2008 Delivery of exhibits to stands01 Aug 2008 Exhibition days: 1 – 3 August : 10.00am-5.00pm01 Aug 2008 Official exhibition opening ceremony, party 03 Aug 2008 Exhibits removal 03 Aug 2008 Exhibition dismantling

PR: Advertising on exhibition stands , Novelties information,Official show Catalogue, Press conferences, seminars, presentations, Press Contact List, Advertising outside exhibition stands (advertising billboards)

Display: 24 - 27 July 2008 Build-up of the exhibition

Equipment / Transportation / Food

Operation Process / Planning / Schedule / Conte / Checklist


< FUNDAMENTAL PRINCIPLES STUDY >By Designer: Karim Rashid

THANKYOU ALL

BY WOO-YOUNG CHOI

INTERNATIONAL DESIGN SCHOOL FOR ADVANCED

STUDIES HONG IK UNIVERSITY