Case Study - Jewson Live

The Client

Jewson is one of the UK’s best-known builders’ merchants. With branches nationwide, it offers expert advice, reliable service and building materials of the highest quality to building contractors and DIY enthusiasts. In 2015, it launched Jewson Live. Growing year on year, this annual trade show for builders’ merchants, attracts thousands of visitors and suppliers from across the industry.

The event sees the UK’s leading brands offer live product demonstrations and practical advice while showcasing their latest products and innovations. Celebrity guests and key industry speakers also share their expertise.

The Project

Tradespeople of all ages flock to Jewson Live, including many young builders and apprentices. While exhibitors display products, launch new innovations and provide demonstrations at the event, the show aims to create an informal atmosphere.
Many exhibitors offer games and interactive activities to draw in the crowds and give them a memorable experience.

As the host of the show, Jewson wanted to incorporate an element of fun on its stand, which would attract more visitors, increase their dwell time and give the Jewson team more opportunity to engage in conversation.

The Solution

Ei designed and built the Jewson exhibition stand, which became the central hub of the expo at the NEC, in Birmingham. We designed a large-scale, curved graphic display at the front of the stand to showcase Jewson’s brand and key messages. Digital display screens were incorporated to show Jewson content throughout the event, while there was also space for brochures and other printed materials for guests to take home.

Behind the main wall, we created an interactive football-themed esports arena, complete with big screens and seating for visitors and their friends. Those visiting the arena were encouraged to pitch their skills against professional FIFA gamer ‘Fully’. The experience was enhanced by eSports pundit Richard Buckley who was on-hand to facilitate the events and provide a running commentary.

The Impact

As the key stand within the expo, Jewson’s exhibition stand certainly stood out from the crowd and provided a real visual focal point around which the rest of the event was built.

The eSports element scored big with the crowd, as visitors and spectators flocked to the stand to take part and lock horns with a FIFA master. It created a real buzz around the stand and delivered a memorable experience to those who were lucky enough to get a game on the day.