ISPO is the leading multi-segment sports exhibition in Asia, taking place in both Munich and Beijing at the beginning of each year. Having secured the Olympic Winter Games for 2022, Beijing is a hotspot for the entire winter sports industry. Therefore, it was no surprise to see international brands showcasing alongside local Chinese brands at ISPO Beijing. This year, over 500 exhibitors represented more than 700 brands at the China National Convention Center in Beijing from 24-27th January 2018.
Every year the winter sports exhibition showcases major innovations in the outdoor, action sports and skiing segments. In addition, the latest trends in fashion, fabrics and fibers are presented across 40,000 square meters. Such a wide and varied showcase means that temporary exhibition designs require that little-bit-extra to stand out from the crowd, and this year there is one trend n particular that started making waves.
This year will see an increased use of dazzling lighting throughout winter sports retail, mainly in white and blue. The stark colors will be used to emphasize the cold, imitating clear blue skies and white snow to create a winterly feeling. Although brands typically shy away from cold designs, opting for mood lighting and soft furnishings, winter sports are well-positioned to go against the grain and be a bit more daring. The conditions which winter athletes are exposed can be unforgiving, so it stands to reason that the consumers themselves can be too.
Outdoor and adventure sports are often no-nonsense, and sportsmen apply logical decision-making to their purchases. Although they want their winter-wear to look good, the customers are primarily function based. This practical approach favors simple, honest brand concepts, and any brand brave enough to do something dramatic with their lighting shows a brand identity in line with the customer’s own risk-taking behavior.
Alpine Pro went for a clinical approach this year, showing harsh lines and sharp edges. With paneling akin to a VR simulator, it’s easy to imagine their products in any setting.
Simple, stark lighting on a matte background adds extra emphasis. The arrowed nature of the lights above help to indicate a forward motion, moving the consumer towards the desired products. Similar designs would be equally valuable in window displays, to increase footfall.
Bare structures like the one above were used to frame the products, adding depth and emphasis with very little effort. Such simple but well-executed design left a lasting impression.
In an open exhibition hall, building walls can limit a brand’s exposure. Meplaser found the balance between an open and a private retail design with a semi-transparent construct. Without the lighting, the exhibition design would have looked more like a prison. However, with effective twists in the material coupled with blue lighting made it easy to imagine yourself stepping into an unexplored ice cave..
Harsh lighting can be unforgiving – it highlights any flaws or sloppy workmanship. Although blue may not be the most flattering light, it is a bold move that shows the brand is confident that their product can withstand scrutiny.