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RAC Exhibition Programme
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RAC Exhibition Programme
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The RAC's brief was to appeal to a more modern public who were 'less mechanically-minded and more people-oriented.' Our response was developed as a three-dimensional response to their current advertising campaign. The physical requirements for the stand were simple: a corporate hospitality area, sales points and space for a simulator, which was expected to draw a crowd. With no 'product' to exhibit, the look and feel of the stand itself would be required to translate the corporate qualities of the RAC. With the simulator as the starting point we proposed a queuing space that could transform a wait into a journey and a spectacle. The scheme is divided into a series of bands. To the rear, the 'black box' simulator and 'white box' hospitality are contained in a part opaque, part translucent volume, fronted by a light wall of modulating colours. In front of this three further bands generate queuing aisles defined by sheets of glass cantilevered from the plinth. |
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As visitors approach the stand and begin to queue they become aware of quotations, stories and information on the glass which engage them whilst still encouraging movement around the stand. Overlaying quotations and statistics on the glass interleaved by passing people unites visitors with the organisation. Above all an exhibition structure provides an opportunity to develop ideas and experiment with form beyond the restrictions of town planning. The pavilion embraces ideas about form, enclosure, and landscape design within a synthetic urban context - simple forms and materials are chosen in contrast to the usual clutter of exhibition stands. Construction time on site was approximately one week, the stand being in place for just ten days. The RAC Motoring Services Exhibition at the NEC, shortlisted for the D+AD Silver Award in 1996, was a 3D response to their then recent advertising campaign. |
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