Custom workbook for those who design for retail
Designing displays is a specialized profession. Each of the pages in this compact book was designed thoughtfully with some of the finer details taken into consideration.
D23 - ECG / Marvel
Trade Show Display Design
East Continental Gems has partnered with Marvel to create the Infinity Gem Collection. What better place to showcase it than D23 – the Ultimate Disney Fan Event. Held at the Anaheim Convention Center in California. Spanning over 1.8M sq. ft., the ACC is something to behold. D23 attracts over a hundred thousand visitors over a 3 day period. It is a celebration of the best Disney partnerships in the world, all under one roof. This year, ECG of NYC was invited to participate in D23. An excellent opportunity to showcase their partnership with Marvel to some of the most passionate fans in the world. This required a trade show display that would maximize a 10′ x 20′ space with an additional 10′ x 20′ stanchioned queue area.
The Jarvis Series - Six Infinity Gems
For those familiar with the MCU and Marvel comics, the Infinity Stones are at the center of the Infinity Saga storyline. Six elemental crystals , each controlling a specific aspect of existence. ECG has created the Infinity Gem Collection. The premier collection is the Genesis Series. The follow up is the Jarvis Series. Learn more about East Continental Gems and their passion for making fantasy a reality.
Eye of Agomotto and the Infinity Gauntlet
In addition to the collector gem cards, ECG has also crafted a series of replicas of the Eye of Agomotto. The legendary amulet worn by Dr. Strange containing the Time Stone. ECG's version featuring gorgeous natural emeralds (GMT + 11and GMT + 12). In addition, they have also created a set of Infinity Collectors Gauntlets (matte patina and high gloss finished versions). Meticulously crafted to match the legendary gauntlet worn by Thanos. These stunning facsimiles are anchored on a perfectly balanced stand which allows you to pick it up in your hand. Each gauntlet contains all 6 hand selected, infinity gems that sparkle in ways that digital images cannot quite capture. To learn more about this incredible collection please visit ECG.
This trade show display area required 8 individual retail displays. Each needed to be impactful but take up an efficient footprint. The custom kiosks were printed with large-format PSB (Photoshop) files anchored in vector art and thoughtfully typeset in Adobe illustrator. High resolution printed Ultraboard panels were assembled with black bolts, nuts and washers.
Each beautiful retail piece is set in its own colour-tinted infinity box. Creating the illusion of levitation above an illuminated abyss.
Loki's Scepter - Display Case and Table
At the centre of the trade show display resides a replica of a legendary MCU weapon. The Scepter wielded by Thor's brother Loki in The Avengers (2012). Forged by Spirit Ironworks in NY, this stunning replica required a special display case worthy of the object it contains.
"I wanted to design something that would enhance the presentation of Loki's Scepter. Inspired by a Marvel comic book obsession and created for fans of the MCU. More than a display. A tribute."
Designing the Trade Show Display for D23
The original design was a series of tall, slim pillars around the perimeter. This would allow visitors to observe the products straight ahead. Although captivating from a distance, this version also had a limited range of visibility for children. That was discovered as the design adapted from sketches to plans to physical corrugate mock ups. These unprinted versions allowed the Structural Design Team to test and modify each piece.
The substrates that we used for this set of displays changed 3 times. Originally corrugate, it was later adapted to coroplast and then ultimately Ultraboard. Chosen for its fire certification, the entire project was redesigned and produced with a little over 2 weeks to ship on time from Toronto to California.
The final design went from retail pillars to retail kiosks. With an angled presentation of a front and back for each card hovering over a colour-tinted infinity well. These acrylic boxes were produced by NextGen (Toronto). Structural Divine designed each multi-layered box to fit perfectly within the cavity of each kiosk. When illuminated, the retail cosmetic grade lights bounce off of a series of mirrors to create the optical illusion of infinity. The perfect backdrop for Infinity gems. A sequence of black bolts and washers lock a branded face plate over top of each item. Framing it securely and maximizing its appearance. The surfaces are printed in black stainless steel on a high quality digital press.
CamAd in Toronto helped us to hit this challenging production timeline. In addition, our team was also allowed access to a large assembly area where we were given the space to bring everything together. This generous extension made it possible to pre-assemble all 8 kiosks and place on shipping pallets in time for the rising sun.
The long days and late nights paid off. The kiosks arrived 2 days ahead of the D23 Assembly Team. Once we arrived, we met many helpful people at Freeman who helped us to pull it all together. We are so appreciative of that legendary Anaheim hospitality we had heard so much about.
Designers Assemble!
Team work most certainly makes the dream work. Luckily for us, we had designed a 20' x 40' space at the Anaheim Convention Center the previous year for the Global Produce and Floral Show. We knew the layout and the city. Including its proximity to the hotel. Once we dropped off our bags and took some time to freshen up, we were off. A small family business from Canada. Excited and unaware of the full extent of the experience that we were walking into. On our way out of the lobby, Cinderella's Fairy Godmother touched each of us with her wand (for good luck).
We found our space and the shipments from Toronto waiting on pallets to be unpacked, organized and assembled. Like the crew on a ship, we each immediately started putting it all together. Until that moment, the closest we had come to seeing it all together was a 3D model. It was such a gratifying feeling to watch it all "snap together" like a life-sized Lego set. For two days, we finessed every square inch. Concealing wiring in the back cavity of each kiosk and in the front, another storage space designed for retail items. Each packed to the brim. By hiding branded boxes and bags within, allowed us to create more usable space for D23 Attendees to explore.
The warm California Sun illuminated some of the most creative cosplay that we had ever seen. Early morning line ups of Disney Super Fans pulled out all the stops. For 3 days and nights, Anaheim exploded with creativity. The ECG Team fed off of that energy with early morning preps and a rehearsed shut down sequence at the end of the day.
D23 was a success!
For me as a trade show designer, I find that the most gratifying moments are the unseen engagements that visitors have with the brands. East Continental Gems and Marvel have teamed up to create a collectable series that simply lights up the imaginations of all who gaze upon them. Together, they bridge the world of natural gems and the MCU in such an elegant way. As designers and Marvel Fans ourselves, we understood what was at stake and what level of service and detail this project would require. To see it all come together was an amazing experience.
Credits
D23 - ECG / Marvel - Trade Show Booth
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