Procter & Gamble Beauty, one of the global business units of the international consumer products giant, needed a large-scale exhibit for the World Congress of Dermatology in Buenos Aires to showcase the science and technology behind its products to a sophisticated trade audience. Hired to design the 3500-square-foot exhibit was brand design firm Anthem Worldwide (Cincinnati), which created a simple but upscale interactive environment that echoed the theme, “Beauty On the Outside-Innovation Within.”
“In today’s world, designers must incorporate moving images, sound and light to create a virtual three-dimensional experience,” says John Carpenter, Anthem’s executive creative director. “The environment had to attract with beauty, inspire with innovation and educate with science and technology.”
Conceived as a three-part immersive encounter, the exhibit incorporates digital display technology in several contexts, encompassing a wide range of objectives, including straightforward brand support video, interactive beauty science demonstrations and a multimedia theater presentation. The success of the overall project is driven in large part by the thoughtful integration of the media with the design components. (The project tied for first place in the temporary space or store category in the ISP/VM+SD International Store Design Competition. For more on the winners, see page 14.)
The layout of the exhibit space delineates two major enclosed structures: the Innovation Center and a 50-seat theater. The design of the circular innovation center, framed by translucent white fabric, underscores the theme, introducing elements of P&G Beauty’s new visual identity. Inside, visitors are welcomed at beauty interactive stations, curved demonstration counters staffed by skin care, hair and color science consultants. These stations, employing interactive technology or “proof tools” for practical communications, allow a picture of each guest’s face to be displayed on a flat-screen monitor. Supportive information regarding the technology is displayed on a plasma screen above the counter. The consultant is then able to map and magnify a portion of “real” skin on the screen to illustrate enlarged pores or the effects of dryness.
The theater presentation, intended as the culmination of the P&G Beauty experience, is also bounded by internally illuminated translucent panel walls, a shimmering shell to “contain” the science and technology inside. Anchoring the rear theater wall are three vertical-format flat screens showing fashion videos, an example of employing digital media as a dynamic design element.
The theater’s multimedia content was filmed and produced internally by P&G. It focuses on skin care and scalp health and is delivered via a distinctive “landscape” video wall consisting of five large-format plasma screens fronting a seating space occupied by five curved yellow benches. All five screens are different sizes, providing additional drama. The effect is magnified by a broadcast format that splits the content into two simultaneous segments.
There is, of course, that risky intersection where “adding visual interest” meets the oncoming traffic of “overloading the viewer with input.” According to Beth Harlor, P&G Beauty & Health’s principal design manager, the key to making all this work without confusing the viewer is to keep the information flow clear. “The linear narrative is delivered by a ‘real’ speaker presentation broadcast on three of the screens,” says Harlor. “The other two screens provide a more fluid and kinetic visual production that supports the story, interwoven with images, video, text animations and music. In that sense, it is not greatly different than a live speaker backed up by a powerful multimedia presentation.”
Surrounding the two larger structures are three freestanding “beauty bars” or branding beacons, which showcase the Wella Professional, Gillette and SK-II lines. These Anthem-designed oval stands echo the shape of the innovation center. They incorporate large-format lifestyle prints, product displays and 9-inch LCD screens playing promotional video to tell the specific brand story.