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