When one of the world's largest national energy companies decided to make its China market debut, it chose the biggest stage there is: the China International Import Expo (CIIE) in Shanghai. First impressions count, especially in front of the government officials, buyers and industry leaders who attend - and the brief was to build a 300 sqm presence that felt every bit as significant as the company itself, in a hall shared with hundreds of other exhibitors all after the same attention.
The location made it harder. The stand sat toward the back of the hall, so it needed a genuine wow factor to be seen and remembered from across the room. And CIIE runs some of the strictest stand-building rules of any expo in the world - covering everything from structural safety to how much of a stand can be enclosed with walls - so getting the design approved mattered just as much as getting it noticed.