The Trade Group’s New Turin Display Streamlines Product Displays, Demo Stations and More

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The newest design in the exhibit house’s proprietary Pennuto(TM) line of customizable, modular trade show displays, the 20’x20’ Turin exhibit features a variety of options for highlighting products and services in an immersive, branded space with an open feel.

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Moore states, "Clients regularly come to us with specific requests for displaying, mounting and demonstrating products or services, so we wanted to create a display that would be ready to go out of the gate but easy to customize as needed.”

One of the main reasons organizations buy or rent trade show displays is to promote and demonstrate products and services at trade shows and corporate events. So, when The Trade Group's design team was fleshing out ideas for new exhibit designs, creating a design that streamlined product displays and demo stations, was a top priority.

According to Christina Moore, Senior Product Designer at The Trade Group, “Clients regularly come to us with specific requests for displaying, mounting and demonstrating products or services, so we wanted to create a display that would be ready to go out of the gate but easy to customize as needed.”

The Turin’s design also aligns with the broader design philosophy behind the Pennuto line. “As with the new Pennuto Milan display, our goal with the Turin was to create a space that feels like a unique, free-standing environment upon entry. While the Turin’s clean, modern design is beautiful and functional as is, the exhibit can be customized with 360 degrees of branding to create a cohesive, enveloping feel,” Moore says.

Four 16’x4’x2’ columns constructed of lightweight aluminum anchor the space. Since the Turin was designed to feature products and services, the design team developed a variety of ways to display, demonstrate and mount products as well as demo/work stations.

As Moore explains, “Clients can customize the columns with rigid graphic panels, light boxes (Powered by LUMIO™ Technology), large graphic murals, shelving, inset shelving with LED lighting, demo/work stations, video monitors, built-in storage and more. Large products can even be mounted directly to the faces of the towers, either in front of graphics (rigid or backlit) or on their own.”

Three ceiling features are included in the standard Turin exhibit for added visual impact. “One open ceiling feature connects the left front and back towers, a second open ceiling feature connects the right front and back towers, and the third ceiling feature is covered with a SEG (silicone edge) fabric graphic that runs from the front to the back in the middle of the display,” says Moore.

To further reinforce the 360-degrees of branding philosophy, clients are able to customize the Turin’s lighting and flooring too. The standard Turin design includes four spherical pendant lights (other shade styles are available), which can be colored using LED color tones. Clients also have a variety of flooring options to choose from.

Along with creating a product- and service-friendly environment, the design team also wanted to make sure the Turin would easily accommodate clients’ changing needs.

As Moore explains, “When we were designing the Turin, the team really focused on what our clients need at a trade show and how often those needs change. Companies often release new products or services right before a show, so with this design, it’s easy to do a quick last minute change – swap shelves in and out, add a monitor, replace graphics, etc. – to meet those needs.”

To learn more about the new Turin exhibit and Pennuto line of trade show displays, offered exclusively by The Trade Group, call 800-343-2005.

About the Trade Group:
The Trade Group is a full-service, award-winning provider of products and services for trade shows, corporate events, retail environments and an endless array of face-to-face experiences. The organization helps clients share their unique stories through a comprehensive suite of solutions that includes: exhibit design and fabrication, graphic design and production, exhibit management, digital applications, video production, exhibit accessories, strategic marketing and more.

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Stephanie Chavez
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