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BUNN ExhibitExhibit Design / Trade Show: NACS Project10 / 27 / 16Wyatt WehkingBUNN Exhibit1
THE PROBLEMBUNN needs to attract new convenience store owners to buy and stock their product, and convince current customers that their products are still their best option.The solution then, should provide adequate proof that BUNN is the best.By that token, the problem then becomes how to show someone that a thing is the best.THE SOLUTIONAn exhibit at NACS that showcases all BUNN’s quality products and service.To most effectively impress on the visitors exactly why BUNN’s coffee makers are the best, I decided it would be most effective to simply show them HOW they are thebest.BUNN’s coffee maker offshoot (BUNN-O-MATIC) was founded in the late 1950s, and as a result they have contributed greatly to coffee maker innovation. Explainingwhat these innovations were and how they effect the state of the art today is a great base for showing off just how amazing their machines are.BUNN Exhibit2
DEVELOPMENTAfter a cursory examination of BUNN’s current marketing materials, I chose a Contemporary / Laboratory theme. It was meant to feel cool, clean, and scientific. Thespace would seem like a workshop on break, as if “science” could resume at any moment. A loose theme for the exhibit began as “Coffee Break with the Engineers.”After further thought the workspace feel was deemed too mundane. The utilitarian environment created by such a place was at odds with the eye catching requirements of the trade show industry. The workspace feel was dropped and the design was left only with it’s contemporary look.BUNN Exhibit3
DEVELOPMENTTo avoid creating a cold and sterile environment, elements of retro-futurism would be incorporated to give it some life. The working theme for this stage of the projectwas “The Science of the Coffee Break.” The contemporary theme would dominate the design, only allowing the retro-future theme to peek through in rare instances.The sketches developed from this strategy were viable, but boring. It took more than a little retro-futurism to add the life the exhibit needed. As time went on, the retro-future look took more and more precedence until it became the dominant look, retaining contemporary influences in an effort to avoid seeming dated or corny. Finally a solid theme was hit upon: “Yesterday, Tomorrow, and the Caffeine Between.”This retro-futurist / contemporary strategy was carried over into the final iteration of the project.BUNN Exhibit4
BUILDING A STYLEInspirationBUNN Exhibit5
BUILDING A STYLESynthesisBUNN Exhibit6
The final objective for the exhibit was to wow the visitors by giving them a new respect for the complex inner workings of the coffee maker, and to make them understandexactly why BUNN’s coffee makers are the best. This feeling was to be achieved through the potent combination of contemporary and retro-futurist architecture, as well asa pile of samples and a hefty dose of demonstration.It was executed thusly:BUNN Exhibit7
SOLUTIONBUNN Exhibit8
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SOLUTIONDeconstructedBUNN Exhibit14
SOLUTIONDeconstructedBUNN Exhibit15
EXPERIENCEFloor Plan - NODESNODE: TableA place to sit and talk, more formal than the couch.VIP guests should be guided here for discussion. Agood place to relax, BUNN coffee in hand.NODE: CouchA place to sit and talk, less formal than the table.VIP guests should be guided here for discussion.Likely to attract visitors tired of walkingBUNN ExhibitNODE: ReceptionA place for staff to greet visitors andspark discussion with potential customers.NODE: ScreenA TV playing BUNN promotional materials on a loop. If a visitor wants a quickrun down of the BUNN company, this isthe place to go.NODE: WallA literal 8’ wall of text with a short retellingof BUNN’s history written on it. Underlit withblue lights. Eye-catching, to say the least.NODE: Coffee MakersAn array of BUNN’s finest, ready andwilling to serve visitors.NODE: Colossal Coffee MakerA huge, fully functional coffee maker. Throughout the day, staff will make a show of brewinga giant cup of coffee, explaining the systemsat work in the process. If this doesn’t draw acrowd, god help you. Surrounded by iPads loaded with an informational app to be used by visitors between shows.16
EXPERIENCEFloor Plan - PATHSPRIMARY PATHThe primary path is meant for VIP customers either drawn to the exhibit out of curiosity or broughtin by pre-show efforts. It begins at the main walking path in front of the exhibit and ends at the table or couch, hopefully with a deal being struck. This path is heavily monitored by staff convincingthe convenience store owners at the show of BUNN’s quality.BUNN ExhibitPrimary Path:Alternate Path:ALTERNATE PATHThe alternate path is meant for any passers by drawn in by the exhibit. It revolves heavily aroundthe coffee makers in the back half of the exhibit and is intended to get BUNN’s foot in the visitor’smental door. Home coffee makers are an equally large part of BUNN’s revenue, and to leave thisconsumer base blowing in the wind would be criminal.17
SPECIFICSARCHThe BUNN arch is highly noticable from a distance, displaying the BUNN logo proudly in 3Dspace. It also helps to conceal a storage closetin the pillar behind it. The arch itself is coatedin chrome metal, while the pie slice is made ofblue glass.TV DISPLAYThe TV is housed in a custom frame, giving thescreen rounded corners, characteristic of theretro-future.RECEPTION DESKThe chrome counter and runners of the reception desk align with the retro-future, and thewhite panel making up the rest of the deskaligns with the mostly neutral color schemesof contemporary design. The exhibit’s theme isprinted on the front curve: “Yesterday, Tomorrow, and the Caffeine Between.”TABLE & CHAIRSJaninge bar stools were chosen for their alignment to the white and chrome color schemedominating the exhibit, as well as their futuristicaesthetic. Coaster Glass Top table was chosen forthe same reason.BUNN ExhibitFLOOR MATThe mat is an excellent delimiter, breakingapart sit-space and walk-space without creating actual obstacles. The retro-futurist atomscut out of the mat bring it into line with therest of the exhibit.COUCH & OTTOMANThe Cort Large Curve Low Back Sofa was chosen for it’s slick, futuristic design, as well asit’s rounded shape, fitting well with the circlesand arc forms dominating the architecture.18
SPECIFICSHISTORY WALLA large curved wall with a short history ofthe BUNN-O-MATIC brand printed on it. Underlit by blue strip lighting and nearly 8’ tall,this is sure to catch some eyes. Maybe not asmany as the COLOSSAL COFFEE MAKER, butsome.COLOSSAL COFFEE MAKERThe model you see here is only an approximation of one of BUNN’s machines. In thereal world, the replica should be built as closeto true scale as possible while maintainingfunctionality. If possible, water and groundsstorage ought to be built in to the machine to ease the burden from the staff whowould otherwise have to refill it before everydemonstration.COFFEE MAKER ARRAYThe best BUNN has to offer should be on display here, maintained by the staff and keptin ready-to-use condition. Printed on the pillar above them is the phrase “The State ofthe Art of the Caffeine Machine”TOUCHPOINT RINGA ring of iPads surround the COLOSSAL COFFEE MAKER, all loaded with an interactiveapp giving information on coffee maker systems and design. During demonstrations, ahinged segment of the ring may be loweredto allow access to the machine.BUNN Exhibit19
SLIGHTLY LESS SPECIFIC SPECIFICSCIRCULAR CENTER STRUCTURE AND RIBSThe center structure is meant to evoke thecircular bullet trains that the retro-future insisted would come to be. The ribs, by thesame token, call to mind the running lines onmost retro-futurist vehicles.LIT RIBSThe inside of the ribs are lit by running lights,providing a soft wash of light over the entireexhibit.RAISED FLOORThe raised floor is meant to give a sense ofseperateness, as well as hide electrical wiringaway from visitors.BUNN Exhibit20
PRE-SHOW ENGAGEMENTTo set the pre show mailer apart, I took a little less conventional approach. Rather than send out just a brochure, I designed a pair of futuristic glasses to go with them.As the brochure explains, Visitors that wear the glasses into the exhibit recieve a free BUNN coffee maker for their trouble.BUNN Exhibit21
PRE-SHOW ENGAGEMENTMailerBUNN Exhibit22
PRE-SHOW ENGAGEMENTMailerBUNN Exhibit23
PRE-SHOW ENGAGEMENTMailerBUNN Exhibit24
THE VISITORSThis is DOB BUDLEYHe’s the owner of the fictional company Pritish Betroleum. He grew up in Hattiesburg, Mississippi, and studied chemical engineering at the University of Illinois.Dob is at NACS looking for a new beverage for his chain of PB convenience stores. He recieved a pair of glasses in the mail from BUNN company inviting him to come seetheir booth, and the allure of the free coffee maker promised by the mailer ensured his arrival.As he arrived in the booth wearing his pair of sci-fi glasses, he was immediately flagged down by the staff member behind the BUNN reception desk. After exchangingpleasantries and taking down Dob’s contact and shipping information for the free coffee maker, the staff member shows Dob around the exhibit.Dob is impressed by the array of quality coffee makers arranged behind the reception desk, but he is utterly floored by the behemoth of a coffee machine standing at theback of the exhibit. One of the staff members is in the process of demonstrating the machine’s capabilities. As the Staff member explains the complex reactions takingplace inside the colossal machine, Dob recalls his chemical engineering degree and verifies the staff member’s descriptive accuracy.With the demonstration finished and a normal sized cup of coffee in his hand, Dob is escorted back to the table by a staff member. Many minutes of Q&A later, Dob isconvinced of BUNN’s coffee machine quality, and that BUNN is the best choice for his business. He leaves the booth, satisfied that his company has taken a fruitful stepin a beneficial direction.BUNN Exhibit25
THANKSBUNN Exhibit26
A TV playing BUNN promotional mate-rials on a loop. If a visitor wants a quick run down of the BUNN company, this is the place to go. NODE: Wall A literal 8' wall of text with a short retelling of BUNN's history written on it. Underlit with blue lights. Eye-catching, to say the least. NODE: Colossal Coffee Maker A huge, fully functional .
