At the Stockholm Beer & Whisky Festival, we got the very exciting opportunity to make an exhibition booth for Carlsberg Sweden – together Fredrik Vogel, project manager at Raravis, and copywriter Johan Sahlström.
The fundamental idea of this year’s booth was to get rid of the barriers created by bar counters. Because, seriously – a fair like the Beer & Whisky Festival isn’t a bar, even though it’s beverage themed. Fairs are for meetings and conversations, and Carlsberg is not a restaurateur – they’re a brewing company. Based on this insight, we created a more open and accessible solution – a fair within the fair, in a ”shop-in-shop” fashion that has been very successful in the retail world. The bar counters were turned into nice wooden tables, and we spent a great deal of time trying to figure out how to get rid of beer kegs and pumps in order to create as much space for meeting and greeting, catching up and hanging out as possible.
Another difficult task when working with Carlsberg Sweden is finding a way to deal with their vast product range. How does one say something about every single one of the products, without drowning everything in branding? Well – you’re gonna need a concept that welds everything together in a natural manner, a brave client that allows a different approach and interpretation of the brand guidelines and an idea for the execution that can handle lots of information.
Our concept was based on travelling and discovery. We wanted everyone to join in on a journey through the golden, foaming and hoppy world of Carlsberg. Therefore, the booth got a train station look and feel, where products and flavors were categorized according to type and also as exciting detours. Vi found our inspiration in old station buildings and the handicraft, colors and beatiful handwritten signs that could be found there. We married this vibe to nice and cozy pub environments, and topped it all off with some hints of a market hall feel. The stations turned into nice looking beer cabinets och all the communication was handwritten (well, it LOOKED handwritten) on blackboards.
Det blev väldigt bra! Det är svårt för att stort bryggeri att få uppmärksamhet i en sådan här kontext. Det krävs lite extra; det krävs självdistans och mod att prova nya vägar. Eller som Joakim Losin, Commersial Director på Carlsberg Group, uttrycker det:
We’re very happy with the result of this project! As one of the really big breweries, it’s not easy to get a lot of attention in this context. It’s demanding, and calls for self distance and the courage to try new routes. Or as Joakim Losin, Commercial Director of the Carlsberg Group, chose to put it:
”With their design of the exhibition booth, Pond has not just succeeded in shedding a warm and consumer friendly light on our products – they have also been succesful in creating a booth that signals a certain kind of respect for the category. Being large on the market, it is important that we don’t seem to be just big and braggish. We want to convey what we really are: interested and knowledgeable”
We’re very happy to hear that! Here are some photos of the booth: