Logistics and Procurement
After collaborating to create an outstanding trade show experience, Captive and the FCL marketing team were awarded the 2019 Canadian Agri-Marketing Awards (CAMA) award for Best Exhibition Design. Three main considerations were made in the development of the experience:
1. The environment needed to be modular to cover two footprints—30’ x 30’ and 20’ x 10’
2. The environment had to include, and with equal weight and hierarchy, their five business sectors: Grow, Feed, Fuel, Equip, and Build—as well as the ability to display product for each sector.
2. The space also needed to be open and inviting, allowing the patrons room to engage with the staff and freedom to move within the environment.
LOCALLY RAISED -
Beginning with discovery then research, Captive gained a thorough understanding of the Co-op Agro brand and it’s competitors. Recognizing that Co-op retailers in rural Saskatchewan are as commonplace in a small agriculture community as the school, the church, and the rink. We worked with the FCL team to create a space that would evoke the nostalgia and sentiment of the core Co-op brand while creating a familiar space to engage with customers and patrons.
20’ x 10’ Layout
30’ x 30’ Pentagon Layout
A FAMILIAR PLACE -
The booth was designed to mimic a workshop, complete with workstations and outfitted with Lycra pegboards to hang tools and merchandise products available at Co-op Agro retail locations. The rear wall of the booth gives the appearance of looking off into a farmyard and is capped with a wooden truss and Co-op logo lightbox for full effect.
For the 30’ x 30’ booth, a pentagon shape was chosen both for its openness and its ability to provide the five Co-op business sectors with equal weight and hierarchy. Built from ten independent “work”stations, the environment is capable of breaking down into smaller footprints.
THE TAKEAWAY -
With so many offerings under one roof,
Co-op was in need of organizing and relaying information in an organized and efficient way. FCL’s complex ecosystem posed some problems, but also lead us to the result. Captive provided a digital solution in the form of a custom browser that was tailored to relay only the pertinent information in a linear fashion. With the plethora of products and offerings, patrons are able to create a paperless reading list that can be immediately emailed.
The final result is both figuratively and literally, a winner—an open and inviting environment that a true testament to the Co-op brand.