Moss had a large footprint at GlobalShop this year with a brand experience that included a trade show booth, conference stage set, and private off-site party. Each component allowed us a different way to communicate the power of partnership through collaboration along with our capabilities in materials, technology and technique. Let’s look in-depth at our booth experience, stage set and party below. First – dive right into the video walk-through of Moss on the show floor!
Lifting the Lid at GlobalShop
Moss's 3-phase activation let us show off our materials, technology and technique - and the power of collaboration.
What did we want for the main driver of our GlobalShop experience? We wanted it to be sexy, extraordinary and visible across the show hall. We wanted to show the new, different energy in retail and Moss’s dynamic way forward within it – that’s where our V-shaped structure comes. To literally “lift the lid” and showcase all that Moss is, the kinetic angles work beautifully with the lightbox canopy. Add to this some awesome kiosks and samples, and there’s a ton worth talking about!
THE STAGE SET
The Pop-Up Talks Stage was about energy. We knew the speaker lineup would inform, entertain, spur ideas and challenge the retail community – they didn’t disappoint! The Pop-Up Talks logo provided a wonderful muse in developing the dynamic shapes of the 3-piece stage set – we ran with the literal accentuation of “Up”. The stage pieces were tall and canted to lean in, while dimensional letters popped against the color field for interesting depth.
How great of a backdrop is the Chicago skyline! We treated customers and prospects to a 26th floor rooftop party at Apogee, an indoor/outdoor lounge. The space provided ample branding opportunities for us, including glass film and vinyl graphics indoors and out. We had some cheeky fun with hashtags and hopefully so did our attendees.
UNLIKE ANYTHING ELSE – THE EXPERIENCE
LIFTING THE LID
Great view into our 20×30 space highlighting our 14×18 lightbox canopy, sustainable materials and Print FX samples, light innovations and our popular interactive eMotion animated lightbox.
MATERIALS, TECHNOLOGY, TECHNIQUE
Moss innovations in light and Print FX allow for custom effects including brightness level, RGB color, motion graphics, and color temperature. The integrated Graphic Door provides full edge-to-edge coverage for SEG door applications and can be used across Moss frame systems; it features a sturdy welded frame and an illuminated keypad doorknob for access control.
UNLIKE ANYTHING ON THE SHOW FLOOR
The tilted V shape structure aligned with our super bright oversize lightbox – that’s how we ‘lifted the lid’! On the exterior walls of the structure, our Hint of Light Technology allows custom placement of dynamic light lines.
The illuminated canopy was visible across the hall. We enjoyed the attendees that came to visit and learn more about Moss!
EASY-TO-ADOPT SUSTAINABILITY STRATEGIES
We showcased myriad sustainable strategies, including new expanded abilities to create the most eco-friendly retail environments possible – from full walls to fabric lightboxes to rigid POP signage. The Moss Global Green Team and our CSCP professionals have been busy developing sustainable solutions, processes, and our own internal green practices. Ask about fleet package reuse/graphic recycling programs!
A STAGE FOR THE PULSE OF RETAIL
POP-UP TALKS: THE CONFERENCE STAGE
We thoroughly enjoyed our sponsorship of the GlobalShop Pop-Up Talks Stage, which at the end of the day was all about energy. We knew the speaker lineup would inform, entertain, spur ideas and challenge the retail community. They did not disappoint! The Pop-Up Talks logo provided a wonderful muse in developing the dynamic shapes of the 3-piece set. In thinking about the accentuated “Up,” we shaped the concept for scale and rising energy, and infused GlobalShop brand colors and gradients into what would be a captivating speakers’ forum.
DYNAMIC LOOK, EASY SETUP
For its stage set, GlobalShop had a desire for dimensionality and a preference for rear projection. We mounted 2′ dimensional letters on standoffs using an anti-glare plex carrier. The tripartite set is built with strong, efficient Construct 80mm framing – piece of cake to set up! Each set piece has its main verticals canted so that it leans inward to create subtle motion and intimacy. A premium projection film was SEG-stitched and mounted into a Moss Groove frame on the front of the right-most piece.
PIXLIP GO LIGHTS UP THE SCHEDULE
A trio of adjacent, staggered-height PIXLIP GO lightboxes provided a bright, easy-to-read session schedule behind the seating area. Illuminated on both sides, we listed the session title with speakers’ names and their headshots. It was an amazing lineup, and well-attended across the two-day program.
Thanks to Conference Director Alison Medina who shared these thoughts:
Just wanted to congratulate you and your team on a show-stopping Pop-Up Talks stage! We heard nothing but positives, including from our internal management team, on-site attendees and even now in our post-event surveys. Wanted to express my gratitude for helping us pull off this first-time endeavor, and thank you for making us look so good! Absolutely beautiful staging.
Moss’s Heidi Katherine onstage, Senior VP of Global Design and Development. Heidi presented “Stores 2019: Thank You, E-Commerce” summarized below. Great #phonesup moment during her excellent slide about today’s necessities – of course with bourbon and coffee on the list.
We all owe e-commerce a debt of gratitude. The innovation and growth of the e-commerce sector has freed up the in-store experience to move from the transactional to the experiential. Years ago, the website was where you learned, and the store was where you bought. That methodology is reversed now—all the better for stores as we know them. This movement has enabled store designers and brands to infuse their retail spaces with higher level experiences, sustainable materials and brand immersion, and we’re just getting started.
ADVANTAGES OF A SOARING, COMFORTABLE SETTING
The high-impact, high-visibility stage was easy up/easy down, with all components fitting into a single open sled crate. Both the stage set and PIXILIP GO lightboxes at Pop-Up Talks drew their own interest as marketing and event solutions.
PARTY: RETAIL ON THE ROOF!
We had a wonderful time at Apogee, the 26th floor rooftop lounge. Hashtag neat space! Great vibe & views with our invited guests enjoying delectables like ahi tuna tartar spoons, pesto mushroom caps, and hamachi crudo. We branded our welcome into the ground floor private entrance, as well as glass on interior and exterior walls across the lounge.
ABOVE IT ALL AT GLOBALSHOP
The open air above State & Erie in Chicago was the epicenter of #mossome retail for a few hours. Outstanding views! It was #clearlyagoodtime.
COCKTAILS, CONVERSATION, COLLABORATION
Excellent cocktails along with chicken satay, French macarons and more! Retail folks know how to have fun.
A LITTLE BIT OF FIRE + WATER
We were in rare air with our guests, and under blue skies – mostly. A little drizzle couldn’t keep us from enjoying the roof deck and the fire feature as twilight arrived and thankfully it didn’t graduate to a shower until just about the end of our time together. Great thing is…plenty of cool-vibe space inside along with those outrageous desserts! Yum.
HASHTAG: COOL PARTY
Window out to the world in Apogee’s gender-communal hand-washing space. We had some fun with hashtags – there was also #clearlyagoodtime, #heyheyhey and others.