Light bulb moment No.1

More and more shows are creating separate spaces for exhibitors and vendors to showcase high-end products away from the rest of the show floor. But how do you create an atmosphere to promote the luxe vibe? World Shoes and Accessories (WSA) pulls it off with “The Box,” a space at the WSA Show that gives exhibitors a place to promote upscale or unique merchandise in a sophisticated area within the main show. Exhibitors at The Box, which has its own unique style but is still a part of the show floor, are free to exhibit only in that space or to buy space in The Box in addition to a separate presence on the show floor. EXPO checked in with Pamela Baffo, Director at WSA, to get the details on what it takes to create an upscale space.

PARE THINGS DOWN. Make simplicity the rule, not the exception, when creating an upscale space. Exhibitors at The Box get a turnkey experience, with simple, well-made product displays to showcase their products. Further, exhibitors can only take a 10-by-10 booth, giving them a somewhat equal playing ground they might not have elsewhere on the show floor. This simple, streamlined approach is key to creating a consistent look and feel throughout the space.

KEEP COLORS NEUTRAL. Keep the colors clean and modern to create a sleek feel. Think clears, whites and grays for the booth architecture.Why it works: “Everything is very neutral so the products will pop off of the shelves,” Baffo says. Basically, think about what a high-end retail experience looks and feels like and how you can replicate the experience on the show floor.

CREATE A LOUNGE VIBE. “Our lounges are our signature statement,” Baffo says of The Box. Because the rest of the space is bathed in neutrals, the lounge areas, which feature other colors and materials, are striking. Think opulence: velvets, suedes and bright colors. Also consider getting creative with special light fixtures to set off the space. Baffo has incorporated ’70s style chandeliers, for example, to give The Box a vintage vibe.

MAKE EVENTS SPECIAL. Exhibitors will appreciate any traffic that you can draw to the upscale space, so consider driving attendees to the area with an appropriately high-end event. To drive attention to The Box,WSA has a number of events, including Bubbles at The Box, where attendees are treated to hors d’oeuvres and poured champagne as they peruse the exhibits.

DRAW ATTENTION TO THE SPACE. The hardest part of making an upscale feature on the floor successful for the first time may be getting buy-in from the exhibitors, who haven’t seen the space in action. One solution: Give the space the treatment it deserves. To promote The Box the first time out, Baffo’s team had special customized invitations made cordially inviting selected exhibitors to participate in the space. A nice touch: The invitations were FedExed, just to make sure that they would get the attention of the recipients.