ARCHITECT@WORK: a stand that makes a lasting impression and wins over architects
How do you create special connections with construction specifiers at a trade show?
In 2017, Rockfon rolled out Rockfon® Mono® Acoustic, an elegant ceiling with a monolithic appearance (no visible framework or perforations) offering excellent acoustic absorption performance. An innovation to be presented at the European trade show ARCHITECT@WORK 2017, dedicated to specification in housing.
The brand decided to call on Convergence to design and produce its event concept for the show's various editions in Stockholm, London, Liège, Paris, Rome, Munich and Düsseldorf.
Objective: to showcase the product and stand out amid the competition.
BrandROCKFON (Groupe ROCKWOOL)
SectorBuilding – housing
BusinessPlastering and insulation, framing
Website rockfon.fr
Challenges
Creating an event around the new product and sparking the interest of specifiers
The mission Rockfon® entrusted to the agency was twofold. It was about creating an event around the new product to demonstrate the manufacturer's capacity for innovation. But also about drawing in, engaging, surprising and forging special connections with the show's participants : architects, construction quantity surveyors, fitters, acousticians and design consultancies.
A challenge taken on in partnership with the design studio Félix+associés.
Staged with original scenography, the ARCHITECT@WORK presentation spaces were transformed into an exhibition gallery, giving the product unexpected visibility.
The first step was to identify the participants' expectations
Convergence began by precisely identifying the expectations of this event's participants. Through a creative process, it was able to highlight 3 pieces of information to factor into the stand's design:
- ARCHITECT@WORK visitors are architects, designers and fitters: a "cultured" target with a refined visual sensibility.
- The show's organisers attach particular importance to solutions presented in an aesthetic, creative way.
- The stand's creativity is expected to take the form of a manifesto designed to spark curiosity and surprise, making a lasting impression.
"So the task was to design a stand combining aesthetics, design and the element of surprise," concludes Geoffrey Saugeon, project lead at Convergence.
For the second step, the objective was to put the material centre stage
On the stand, the agency gave pride of place to the material, showcasing the product's acoustics and creative potential:
- Mastery of sound and its diffusion
- Staging through the object
- Work on an imposing volume to create an eye-catching effect
- Use of whiteness to create contrast
The final step was to deploy a stand reflecting the brand and its product
Our stance: to illustrate the product's acoustic and multiform properties by presenting it in the guise of an acoustic pavilion.
The stand became a perfect marketing translation of the qualities of the product and the brand. It thus allowed ROCKFON® to be strongly noticed in an otherwise very dense competitive environment.
Results
Rockfon enjoyed strong visibility and marked spontaneous interest during ARCHITECT@WORK
With an original, conceptual stand, Rockfon enjoyed a natural draw during the European trade show ARCHITECT@WORK 2017.
The interest the stand generated multiplied the opportunities to forge special, lasting connections, but also to secure substantial media coverage.
The stand and the Rockfon® Mono® Acoustic product thus became a genuine "traffic magnet", offering a multitude of encounters with specifiers.
Our finest collaborations, told by the people who know them best
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
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