Diageo – TFWA Asia Pacific 2011

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Comcepts was reappointed by Diageo for the second time in 2011 to design and build their exhibition booth at the Asia Pacific edition of the world’s biggest duty free and travel retail trade show in Singapore.

The brief to our exhibition booth designer for this 120sqm exhibition booth was to ensure that key brands within their luxury category were visible, whilst emphasis was allocated to key brands, which include The Johnnie Walker Blue Label Lounge as well as dedicated displays like Diageo’s World Class Collection and Shui Jing Fang range of alcohol brands.

Key design challenges we faced – designing within a L-shaped space inclusive of a structural pillar abutting our space whilst also to incorporate meeting facilities for discreet business meetings.

A key showcase at the booth was a full-service World Class Bar helmed by Singapore’s own World Class champion from 2010, showcasing bespoke cocktails using alcohol brands from Diageo’s World Class Collection.

The entire design to build process was accomplished within 3 months of appointment.