LafargeHolcim
Cementing the position of a market leader on the global stage.
LafargeHolcim is the world’s most advanced group in the building materials industry and the leading cement producer in the US. It is involved in the largest construction projects not only in the US, but across the world.
The brand mission is ‘to help the world build better’. LafargeHolcim’s goal for their new booth design was to showcase the well-established products in each category (Concrete, Cement, and Aggregates) and to introduce to its customer base newer support solutions including an interactive SmartCities app and ConcreteDirect order tracking platform. They also wanted to provide a welcoming environment for customers and suppliers in the industry to interact and feel appreciated.
Specifications
Event CONEXPO-CON/AGG
Country USA
Industry Construction
Stand Size 92 sqm
Challenge
After a short sabbatical from exhibiting, building materials and solutions specialists LafargeHolcim wanted their next show to represent a strategic brand statement that would unite the business, deliver continuity and bring its various products and brands together in one place. The stand, which debuted at the ConExpo-Con/Agg 2020 show in Las Vegas, also needed to deliver a ‘must-see’ aspect befitting the company’s global, industry-leading position and embodying the high quality and performance of its materials.
Ignition and LafargeHolcim established an immediate synergy, based on shared outlook and values as people-first companies with a serious commitment to sustainability and a real service ethos.
The challenge for the Ignition team was to design a solution that was not only high-impact, but also customisable, adjustable and scalable, allowing for maximum re-use. The stand had to be reconfigurable for multiple future shows, whatever the footprint, conference theme or visitor demographic. It was important, too, that the booth created an immediate sense of welcome, with key areas of interest showcasing the family of brands (‘Materials that perform’) within the offering. At the same time as communicating a certain level of complexity, the stand had to avoid looking in any way cluttered or confusing.
750
Approx. Trail Mix's served per day
900
Branded t-shirts distributed to delegates per day
800
Branded bags distributed to delegates per day
Solution
The design concept created by Ignition for the booth is based on a central core, which represents LafargeHolcim’s high-level operations and global reach, as well as its innovative product range and solutions. Inspiration for the treatment came from the concrete core of building projects, with the rear wall and main centre structure of the booth symbolising the company’s reliable foundations and credibility and creating a highly-memorable architecture.
The team designed and developed a modular, double-deck booth structure with custom-built totems and a private meeting room for up to 8 people. Totem areas for the company’s various products - cement, ready-mix concrete and aggregates - provided a flexible platform for LafargeHolcim’s team to engage with delegates, as well as creating high-level visibility. Numerous configuration possibilities are ensured by the totems, including material demonstrations, scale-model display and space for both consultation and static or digital presentations.
Non-digital content and a sense of tactility were introduced via a feature showing the company’s products in the form of a world map. With a company USP that its products can reach hard-to-access areas, the interactive map allowed delegates to place aggregate in the location they’d come from. ‘Welcome to our World’ and 'What's in your mix?’ were themes developed by Ignition as part of LafargeHolcim’s exhibition marketing strategy, which found form in branded materials using the hashtag #LHinmymix, fed into a live LED display as visitors interacted with the brand during the show. The hospitality ‘mix’ area, for example, took the form of a playful, pick’n’mix of pre-packed snacks for visitors to take away.
The booth aligned totally with LafargeHolcim’s sustainability values and was designed with modularity, scalability and re-usability in mind. Each element can be reconfigured and repurposed with the same architecture and kit of parts across multiple variations, including single or double-storey layouts.
“Working with Ignition has been absolutely phenomenal. The design of the booth brought in every pillar of our company. They go above and beyond - exceptional group of people - amazing.”
