86. GRANT DESIGN COLLABORATIVE
For a major Las Vegas trade show, Muzak wanted to promote its ability
to accurately interpret brands via sound, so the company turned to Grant
Design Collaborative to design its 30 x 40-foot floor space. “We really
wanted the product—the sound—to be the star,” says creative director
Bill Grant. Each day the exhibit centered on a different object—a rose, a
martini with a twist, or an eight ball—and music and scents were piped in
to match the rotating theme. It quite literally showed off the company’s
ability to match sound to tangible objects and encouraged people to visit
the booth more than once.
Overall, the space had a minimalist lounge feel that encouraged
potential customers to linger. A circular space in the middle
of the Muzak exhibit was reserved for meetings and adorned with
the object of the day.
“There’s no way Grant could have pulled this off without a
crystal-clear understanding of who we are, what we do, and what
we wanted to accomplish,” says Bob Finigan, Muzak’s director of
marketing. “It was an amazing collaborative effort from start to
finish, from the pre-show campaign to execution on the floor.”
And the most important testament to the exhibit’s success: Muzak
traced several annual contracts with retailers back to the show.
Michelle Taute
Grant Design Collaborative
CREATIVE DIRECTOR: Bill Grant
DESIGN: Grant Design Collaborative
CLIENT: Muzak
CONTACT: www.grantcollaborative.com
WEB-EXCLUSIVE CONTENT!
