How may design methods strengthen a new innovation culture in the business world? As part of Danish Design Centre’s Plus Program, we partnered with Bella Center Hospitality Group on innovating their three creative trade shows; Copenhagen International Fashion Fair, northmodern and Art Copenhagen.

Bella Center Hospitality Group (BCHG) is host to some of the biggest trade shows in Denmark. This has been the case for as long as most of us can remember. Thankfully, BCHG is not complacent with just conducting business as usual. Instead, they teamed up with Urgent.Agency as part of Danish Design Center’s Plus Program. The Plus indicating that the program focuses on the added value that comes from connecting business with design, with a focus on fostering new offerings and solutions. BCHG wanted to learn more about their users in order to tailor their shows to the discerning visitor. Together we focused on three international, creative trade shows: Copenhagen International Fashion Fair (CIFF), northmodern and Art Copenhagen, collectively run by CIFF – and all based in BCHG’s Bella Center conference facility.

Creative Hospitality Lab:
User-centred design

In our research phase we set up a Creative Hospitality Lab at the shows from where we interviewed, observed, explored and analyzed our way to a new understanding of the quite human needs that need addressing. In other words: we dove into the user experience. Our research quickly proved that the average trade show visitor is on a quest. A quest for inspiration, interesting people and creative content. Unfortunately, many are also lost. The massive scenery of the traditional trade show is confusing and overwhelming in sheer size and activity.

Kristian Andersen, our Fashion and Design Director, was determined that he would give our customers what they deserve. So we felt that the best we could do was start from scratch.

– Aaron Hales, design consultant, CIFF

Making wayfinding intuitive

The massive size and scale of the trade shows is a challenge for most visitors and buyers, who reported getting lost and being unable to locate specific stalls and brands. In collaboration with CIFF, we mapped the shows and produced new wayfinding concepts, maps and catalogues. With the city and urbanity as inspiration we designed a new grid and layout and developed a colour scheme linking 2D and 3D wayfinding.

Inspiration at all touchpoints

Apart from not getting lost and being able to locate specific exhibitors and retailers, another major finding from the research was the users’ desire for inspirational content and spaces for social interaction and networking. To an overwhelming degree, respondents wanted to be inspired, not only by the products, but by the show itself. In close collaboration with CIFF we worked on expanding and tailoring their services to meet with the new demands of their users, and developed a catalogue of ideas and concepts for programming and recommendations on how to work strategically with inspiration at all touchpoints of the user journey.

The international trade show experience serves to inspire and create business for millions of people in various fields around the world. But for many, it can also be a confusing and overwhelming experience. Many international trade shows and conferences have grown to the size of mid-level towns and require navigational skills not to get lost. At the same time, fairs and trade shows are increasingly competing for the same users whose demands for services, solutions and content have changed in recent years. 

Bella Center Hospitality Group (BCHG) is host to some of the biggest trade shows in Denmark. This has been the case for as long as most of us can remember. Thankfully, BCHG is not complacent with just conducting business as usual. Instead, they teamed up with Urgent.Agency as part of Danish Design Center’s Plus Program. The Plus indicating that the program focuses on the added value that comes from connecting business with design, with a focus on fostering new offerings and solutions. BCHG wanted to learn more about their users in order to tailor their shows to the discerning visitor. Together we focused on three international, creative trade shows: Copenhagen International Fashion Fair (CIFF), northmodern and Art Copenhagen, collectively run by CIFF – and all based in BCHG’s Bella Center conference facility.

Creative Hospitality Lab:
User-centred design

In our research phase we set up a Creative Hospitality Lab at the shows from where we interviewed, observed, explored and analyzed our way to a new understanding of the quite human needs that need addressing. In other words: we dove into the user experience. Our research quickly proved that the average trade show visitor is on a quest. A quest for inspiration, interesting people and creative content. Unfortunately, many are also lost. The massive scenery of the traditional trade show is confusing and overwhelming in sheer size and activity.

Kristian Andersen, our Fashion and Design Director, was determined that he would give our customers what they deserve. So we felt that the best we could do was start from scratch.

– Aaron Hales, design consultant, CIFF

Making wayfinding intuitive

The massive size and scale of the trade shows is a challenge for most visitors and buyers, who reported getting lost and being unable to locate specific stalls and brands. In collaboration with CIFF, we mapped the shows and produced new wayfinding concepts, maps and catalogues. With the city and urbanity as inspiration we designed a new grid and layout and developed a colour scheme linking 2D and 3D wayfinding.