nParallel's Trade Show Design Work for Aveda Wins Best Booth Award at ISSE 2014

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nParallel is pleased to announce its work with Aveda recently won a “Best Booth” award at the 2014 International Salon and Spa Expo. Aveda’s presence at ISSE 2014 marked the first time in 10 years that the company has exhibited at a domestic trade show.

“nParallel’s understanding of our goals was creatively reflected in both concepting and execution of the booth design and fabrication. They not only met, but exceeded our expectations,” said Kevin Molin, Vice President Technical Education, Aveda.

nParallel is pleased to announce its work with Aveda recently won a “Best Booth” award at the 2014 International Salon and Spa Expo. Aveda’s presence at ISSE 2014 marked the first time in 10 years that the company has exhibited at a domestic trade show. The company called upon strategic trade show and event services consultant, Triad Conferences, to assist in its search for the right exhibit house to reintroduce its trade show program to the US. Resulting from a long history of successful collaboration on a number of projects, Triad turned to nParallel for their expertise in creative design and dedication to client service. “Our experience with nParallel has consistently been that our clients’ expectations are exceeded in every dimension, and the Aveda project is another tremendous example of this,” said Ranae Hanson, Owner, Triad Conferences. “Design and execution of such a stunning booth is the reason that nParallel stays top of mind when our clients are in need of new exhibits, or enhancements to existing properties”. nParallel (Minneapolis, MN) is a full service agency of trade show and retail professionals that designs and produces custom exhibits, displays and fixtures that establish brands in trade show, retail and corporate environments. Aveda (Blaine, MN) is an international beauty company, renowned for its focus on the art and science of plant and flower essentials in the creation of all its products.

Aveda tasked nParallel with creating an eye-catching oasis that would be both functional and fantastical, and would feature the theme of its new product collection, Culture Clash. In addition to the various product demonstrations that would need to happen inside the booth, it was Aveda’s desire that show attendees would feel as though they were transported to another time and space upon setting foot inside the booth. nParallel drew inspiration from a number of wide-ranging sources including the recent Aveda Congress theme, Nomad. This theme, Nomad, was designed to embody the idea of “culture clash”; the meshing of old with new, classic with modern, familiar with otherworldly, from all different parts of the globe. Working in constant collaboration with Aveda, nParallel utilized unconventional materials to create a 30’ x 40’ Island Exhibit that was both visually stunning and effortlessly functional. From its exterior crate structure and living plant-wall, to the giant LED displays and interactive product demonstration areas, nParallel’s design married whimsical charm with technical brilliance. With their featured products in place, the expert team from Aveda was able to successfully utilize all elements of the booth to involve show attendees in a transformative experience. “We challenged nParallel with the creation of a non-traditional trade show booth that featured specific experiential elements designed to showcase the Aveda culture, mission, vision and values,” said Kevin Molin, Vice President Technical Education, Aveda. “Their understanding of our goals was creatively reflected in both concepting and execution of the booth design and fabrication. nParallel not only met, but exceeded our expectations.”

About Aveda
The art and science of pure flower and plant essences is the core of Aveda. Their beauty products are alive with the life force of plants, and contain pure essential oils. While they specialize in hair care, they offer plant based products-skin care, makeup, pure-fume™, aromas and lifestyle-that are all professionally developed, clinically tested, and go to exceptional lengths to be respectful of the earth. Their professional network, nearly 7,000 salons and spas worldwide, shares that same commitment.

About nParallel
From inspiring exhibits, to innovative displays, to inventive fixtures, nParallel creates structural marketing solutions that personify brands and captivate customers. They are committed to forming partnerships with their clients, and are passionate about service excellence. Whether the venue for connecting with your customers is a show, a store, a mobile marketing environment, or your headquarters, the seasoned pros at nParallel will collaborate with you to fulfill your big-picture vision.

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Jennifer Dobbs
nParallel
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