PROJECT: Exhibit Marketing Program, Brand Presentation Program
Wheelabrator Towers Above Competition to Celebrate New International Merger
Wheelabrator is one of the world’s largest renewable energy providers. They create, install and manage the infrastructure to convert residential trash into energy. Image 4’s decade long relationship with the group includes both temporary and permanent environments so it was no surprise that we were approached to create a grand-scale experience to launch their international-scale merger with WTI Energy.
Wheelabrator’s Director of Communications Michelle Nadeau and senior management asked Image 4 to explore and create what would be the new organization’s debut with a large scale exhibit. Both Brand Presentation and deployment concerns were assimilated.
The group was drawn to dramatic lighting effects, a strong linear and visually mechanical structure that recalled the mass of their plant cooling towers and the pipping of their waste breakdown process. Image 4 created presentation concept and shape study and delivered a design that included seating / meeting spaces for 4 separate conversations – at least one of which was to be seem private, a digital content presence that was visible to prospects approaching from all directions, and a massive, 19-foot high structural tower with innovative edge-lighting that drew attention from across the exhibit hall space.
Our fabricators created a curvaceous tower that swelled and arched on all three axis. The base of the booth was clad in custom printed sheet steel panels that reinforced the green energy aspect of the Wheelabrator Brand. The final 20 x 30 booth design debuted in a stunning 50 man hour installation including carpet, electrical, 5 synchronized screens, audio system and custom furniture.
Wheelabrator management reported that the connections made at these tradeshows were key to bringing this new venture to market.