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EXHIBITING- March 2011 www.exhibitingmagazine.co.uk26stand focusJames Barretttalks to Fujifilm about how it dominated the show floor at IPEX 2010.IPEX at the Birmingham NEC is oneof the pre-eminent exhibitions inthe world for the printing sector.For this reason, the graphics divisionof multinational camera companyFujifilm consider it important to havea huge presence at the show.Managed by Fujifilm's UK team,with support from the head office inTokyo and the European office inDusseldorf, the space booked for its2010 exhibition stand had a footprintof over 1600sqm. Show-wide dominationPlanning for the show began waybefore the show opened, withobjectives being set in early 2009, aswas a challenging budget thatmatched the economiccircumstances of the time.Compromise on brand impact wasnot on the agenda, with Fujifilmneeding to deliver brand presenceon an international stage.This was partially satisfied bymaintaining the size of the standwhen budgets came under pressure,but the challenge to achieve brandpresence and quality with a tighterbudget was then passed to designand build contractor, Equinox Design.The brief included the need for thebrand to dominate the hall,maximise the floor space andprovide a launch platform for arevolutionary new printingtechnology in a theatre-styleenvironment. Fuji also wantedfootfall to flow through the stand,and provide facilities to produceengaging product demonstrations.Another key requirement was tolook at extending the life of thestands by ensuring that elements ofthe IPEX stand could be reused forfuture smaller regional shows."Our collaboration with Equinoxdelivered exactly on brief and thenadded some more elements," saidEuropean marketing communicationsmanager for Fujifilm, GrahamLeeson. "The use of a smalldouble-decked stand and strategicuse of large billboards and graphicelements allowed our brand todominate the hall."The big revealAs a major provider of printingtechnology, Fujifilm wanted to printthe graphics for many parts of thestand. This provided furtherlogistical challenges for Equinox tokeep the look of the standconsistent and within brief, whileThe right exposure?