Nautic 20222022, Exhibition Stand

I created these booth visuals for GlobeSailor, a cruising and boat rental company, as part of the Salon Nautic 2022 de Paris.

Context

What Is The Paris Boat Show?

The Paris Boat Show, also called Nautic, is an annual French boat show that lasts nine days and attracts around 200,000 visitors. It showcases what's new in boating for the years to come, with a wide range of boats, equipment and accessories.

It is therefore an important event for companies in this sector, enabling them to assert themselves as major players.

Target Audience

Above all, GlobeSailor wanted to increase its brand recognition. Its presence was therefore essential if it was to be perceived as a leader in this field.

The company also wanted to diversify its customer base. Indeed, the majority of its customers are sailing enthusiasts who practice sailing as a passion or sport. The company wanted to reach customers who were more interested in cruising, comfort and vacations.

Most of these customers belongs to the Upper Middle Class category and are over 40 years old.

The Exhibition Stand

The structure and construction were custom-made by a specialized agency. I then created the printed visuals and applied them to the stand. These visuals come in different formats:

5 small panels applied to furniture all around the stand
3 large wall panels
A balloon hung high with the company logo

Concept

As the main target group is more attracted by the vacation aspect, I tried to emphasize this aspect on the wall visuals with magnificent photos of turquoise water, typical of a Caribbean cruise. This is the most popular destination at this time of year.

The stand's secluded corners, where advisors take customers aside, function as immersive places. They are created by dreamlike visuals coupled with comfortable furniture inspired by that found on a boat.

The middle wall promotes the company's major competition, attracting customers in the process, while the small exterior panels present the company's business in broad strokes.

Event Photos

People in sleeveless GlobeSailor down jackets in front of the stand.

Right corner of the GlobeSailor stand. There are chairs and a bench with cushions.

Me, Hugo, smiling at the camera at the GlobeSailor booth counter.

Left corner of the GlobeSailor stand. An advisor personally guides a customer's reservation.

Photo credit: Élie Meignan

Retrospective

Overall, the visuals served their purpose well, creating an aesthetically pleasing space. However, there are a few areas for improvement.

Some texts lack structure and formatting. This is particularly noticeable on the walls, with sentences that are a little “floating”. Made in 2022, this is a shortcoming I've since remedied thanks to my experience.

The idea of using the main wall to promote the competition was a mistake, as some customers had trouble understanding the company's activity. Unfortunately, this was an instruction from the marketing department, which I had no say in.