June 19, 2017

Exclusively Housewares 2017 – on-trend ADDIS cleans up

We were recently at Exclusively Housewares 2017 to discuss trends and support our lovely client, ADDIS Housewares at the Business Design Centre, Islington, London.

Design Director, Graham Renwick headed on down to the show to check it out. With our hearts and minds deeply rooted in the world of housewares for our client ADDIS Housewares, this was a big year for both of us. This was the first ever trade-facing reveal of the ADDIS re-brand we’ve been working on this year.

There was a real feeling of freshness at this years’ show. New for 2017 was the introduction of product demonstrations and a trends display – both offering the opportunity for exhibitors to showcase their latest products. The SDA (Small Domestic Appliance) exhibit, now only in its second year, had also grown in presence with exhibits from Smeg, Magimix and KitchenAid.

The main event for us, of course, was the new exhibition space from ADDIS. It was new, new, new all the way – new branding, new stand structure and new products to showcase. Working closely with Janine Davies, Marketing Manager for ADDIS and Richard Barnes, Director of Reflex Exhibitions, we took the design of the exhibition space this year in a fresh direction to ensure the new branding was given the level of visibility it deserved.

A bespoke exhibition space was created with large areas of white to showcase the products to the max and really open up the space. A big departure from the off-the-shelf slat wall structures of previous years’. Custom panels, large format printing, packaging mock-ups and new trade marcoms, were all part of our efforts to ensure a successful re-brand launch into the community of leading housewares brands, all gathered under one roof.

As ever, the two-day show was a great success for exhibitors and visitors alike, with the new show areas drawing in interest. Janine Davies, ADDIS Marketing Manager sums up a successful show.

“Exclusively Housewares 2017 provided us with the ideal platform to unveil our brand refresh to the trade. We showcased new products utilising new lifestyle imagery, presenting a new direction for our brand that communicates how the products are used around the home. This new presentation has elevated the brand and it created a real buzz with our trade customers. We had very positive feedback and excellent footfall, which in-turn increased enquiries.”

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