06 July 2011
JCB’S 30,000-SQUARE-FOOT exhibit space at ConExpo-Con/Agg 2011 featured a two-story pavilion from Specialist Structures, with a roof-top balcony, an outdoor café, a retail shop, a VIP lounge and meeting rooms, a dealer development area and high-tech video monitors.
JCB exhibit at ConExpo
UK-based JCB is the world’s third largest construction equipment manufacturer. It exhibits at four to eight US trade shows yearly, the largest being ConExpo, which is held every three years in Las Vegas.
Creating a show-stopping structure on a budget
This year, due to the recession, the budget was one-third of what it had been previously. Having worked with Specialist Structures before, JCB were aware of our system’s amazing design capabilities and the wow factor that could be created. This year, the challenge was to create the wow on a budget. Working with Condit, we engineered a structure which was 20,000 square-feet smaller than their previous structure, but still provided them with all the functionality they required without any compromise on the impressive impact of the final structure.
Maximum functionality built into the structure
JCB’s CEO tasked the team to sell more products at what had traditionally been a non-selling show. The structure needed to accommodate this strategy and provide a comfortable environment in which JCB staff could create sales whilst also being an enjoyable and educational space where people felt welcome to stay. We engineered a structure which enabled this with a roof-top balcony, an outdoor café, a retail shop, a VIP lounge and meeting rooms, a dealer development area and high-tech video monitors.
Creating the perfect vantage point
Using the space building system, our structure was engineered to feature three balconied tiers; a ground floor raised deck area, a first floor balcony and a roof terrace. The three viewing platforms were connected using a system of internal and external staircases which were built-in to add a central focal point in the structure design, and provided the perfect vantage point for the Dancing Diggers displays which took place hourly in the 90ft arena in front of the main structure.
Using graphics wraps
Full storey length graphics wraps were used to create a stunning visual display on the first floor balcony area. The graphics were attached directly onto the system without the need for additional fixings or rigging, saving valuable balcony space.
Roofs and canopies
The structure featured the space roofing system which not only looks contemporary and sleek, but adds structural support. It also features curved canopies which were used to wrap around the side of the structure and a larger canopy on the front to provide shade in the unrelenting Las Vegas heat. The canopies provided an important architectural design feature and enabled Condit to create an asymmetrical frontage design.
Could it work for you?
Our system can be engineered to suit every requirement, from small pop-up hospitality structures to vast quadruple storey structures, with balconies, atriums, staircases, terraces and more. To find out how a specialist structure could work for your event or exhibition, please call 01672 565 060 or email enquiries@specialiststructures.com