Exhibition Stand for Crucial Training

The Client

Crucial Trading creates the finest and most innovative textile floor covering and bespoke rugs. With a history stretching back more than 30 years, and more than 100 different floorcoverings in its collection, it continues to push the boundaries of interior design by exploring new weaves, textures and patterns using 100% natural materials, including seagrass, wool, coir, jute and sisal. The brand aims to inspire and delight stylish homeowners and interior designers across the UK and beyond.

The Project

Ei was commissioned to help Crucial Trading make an impact at Decorex, Europe’s premier trade show for interior design professionals. The annual event, held in London, aims to celebrate interior design and give its leading brands the platform to showcase their unique products and services.

With hundreds of designers, architects, specifiers and other delegates visiting the show, Crucial Trading needed us to design and build a custom exhibition stand which could accommodate thousands of giveaway carpet samples while displaying its full range of products, without compromising its brand and luxury lifestyle image.

The Solution

We created a simple, clean and sustainable exhibition stand to help Crucial Trading showcase its brand and products in the best light and draw in visitors to the expo.
To create visual impact, the stand incorporated large display areas to accommodate some of the most popular designs. This was combined with oversized graphic walls, which featured inspiring lifestyle photography showing how Crucial Trading’s products have enhanced different home environments.

Our stand design allowed visitors to touch and feel real product samples in an open, inviting space, thanks to hundreds of pegs, each holding several samples of the same colour, which could be restocked throughout the event as samples were given away.

The Impact

Crucial Trading described Decorex as “… the best yet”. Our stand design made a real impact on delegates, drawing hundreds of visitors to the stand throughout the expo.
Thousands of samples were given away to designers, architects, and specifiers at the event, which generated an encouraging number of enquiries for Crucial Trading.
Our detailed project planning also helped their team to enjoy a stress-free event, safe in the knowledge that every aspect of the exhibition stand, from install to takedown, was taken care of.