TIME FOR MEGA-BOOTHS

The com­pany Ex­po­mo­bilia built new ex­hi­bi­tion stands for Basel­world. Its CEO Jean-Marc De­vaud shares some im­pres­sive de­tails.

Plaza Watch International - - Baselworld - Words Lo u is N ardin PHOTO G eor­gios K e f a l as

How are the new booths dif­fer­ent from the pre­vi­ous ones?

They are much big­ger, smarter and more pre­cious. As all of the halls have been re­designed, most of the brands de­cided to in­crease mas­sively the sur­face of their booths. They did it to an­tic­i­pate their growth for the next 10 years ap­prox­i­mately. Huge ef­forts and means have been in­vested to con­ceive th­ese amaz­ing in­door build­ings. Most of them ac­tu­ally show what will be the de­sign and the at­mos­phere of re­tail ar­eas of the brands around the world. How big are th­ese new booths and how much did they cost?

Ex­po­mo­bilia re­al­ized some booths en­tirely and just the struc­ture of oth­ers. Brands also hired other com­pa­nies like mine. This said, we worked, for in­stance­, with Rolex, Omega, Swarovski, Carl F. Bücherer and also built the struc­ture of the Swatch Group area. For those booths, the av­er­age size is 150 square me­ters on two or three floors. The big­gest reaches 3,000 square me­ters per level. For in­stance, more than 200 semi-trailer trucks are nec­es­sary to move the big­gest stand we did. And if all the parts were put on the ground, the area would be as big as two foot­ball fields. The price varies be­tween 2,000 and 10,000 Swiss francs per square me­ter. Th­ese mas­sive in­vest­ments al­lowed us to use breath­tak­ing and pre­cious ma­te­ri­als. Ex­po­mo­bilia has a sus­tain­able prac­tices pol­icy. And the com­pany can also cer­tify a 100% Swiss pro­duc­tion. Did those of­fers ap­peal to the brands?

Ex­po­mo­bilia is based in Switzer­land and works with sup­pli­ers in all Europe. This gives a flex­i­bil­ity that our cus­tomers ap­pre­ci­ated I guess. Con­sid­er­ing this, one brand asked for a com­pletely 100% Swiss de­signed and pro­duced booth. But our pro­posal for a car­bon neu­tral project didn’t se­duce any of them.

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