This year, Whiteroom worked with bathroom panelling systems company, Showerwall, to create a bespoke stand at KBB, Europe’s leading kitchen, bedroom and bathroom design show. Looking for a concept that was far beyond the traditional spaces with ‘sales-like’ vibes, we set to craft a stand-out area with a mood-board concept, giving consumers and retailers alike the opportunity to feel inspired.
Look & Feel
Starting with the branding work we had previously done for Showerwall, we used this as a springboard to create a cohesive space with black framework as a 3D version of their logo. This also provided the stand with a light and airy feel, a very important element as the panels were very tall and wide. Set to a neutral background palette which allowed the décor panels to stand out and create a focal point which consumers were naturally drawn to, the overall space was cleverly designed to encourage creative thinking and inspiration.
Showerwall invited us to create a range of custom décor prints for their 2020 product range. Through research and development, we curated a number of styles to influence the final customs range, from bold, graphical prints through to vintage inspired decors that would appeal to a wide range of consumers’ personal style preferences.
We explored striking geometric patterns with the Hexagon and Black Geo custom prints to complement clean and modern interiors, and for the traditionalists, scallop and subway styles were created to provide a refined, yet classical look. Alongside these styles, we also explored more decorative designs such as delicate oriental and vintage bird illustrations, inspired by turn of the century interior design, as well as including a modern twist with flamingo and botanical decors.
Building on Showerwall’s direction to better connect their product with interior trends, the key trend campaign showcased the Showerwall product in the context of relevant, upcoming trends. The idea was to highlight the brand’s knowledge within the interiors, encouraging creative discussion on the stand between potential consumers and the brand which stepped away from the traditional forced and ‘sales-like’ vibes. The want to inspire was at the heart of the entire stand, giving both customers and retailers a vision for real-life bathrooms and showcase the versatility of the designs throughout the Showerwall collections.
Representing a different style, each card highlighted colours, textures, accessories and other details which supported the corresponding trend. The rear outlined the most relevant Showerwall products for the style in question, with a call to action to order a sample online.
This campaign began with a marketing pack available on their exhibition stand at KBB 2020, but thereafter translated into online engagements through social and website content continuing the storytelling.
Through a carefully considered mood-board concept, our Showerwall stand was an eye-catching space which naturally drew the consumers eye. Focusing on a want to inspire and to showcase the versatility of the brand’s unique products, the design helped potential customers to visualise what they could do in their own bathrooms at home, a concept that was far beyond the traditional sales stands found across various shows and stores. This unique storytelling concept started as a point of inspiration but went on to increase online engagements and improve the brand’s visibility.