Conran Design Group is preparing branding work for event and exhibition organiser Clarion Retail’s three design-led trade shows scheduled for next year.
The group has come up with the name and identity for Fifth Room, a new event focusing on garden and ‘outdoor living’ products, taking place in September 2004. The creative theme grew out of the idea of ‘the garden as another living space’, says CDG account director Helen Holden.
The look will be applied to promotional literature and show signage in due course, she adds.
For January’s Top Drawer Spring, the group has introduced a new campaigning image to complement an existing idea. Exhibitors’ names have been rendered as blades of grass in the graphics. The grass will ‘grow’ in print material produced nearer the event, says Holden.
For Pulse, the lifestyle and accessories show, CDG is developing collateral for a brand it created earlier this year. Next May’s Pulse will continue with the illustrative route that CDG created for the first show this year.
All the projects, overseen by senior designer Caroline Mee, reflect Clarion Retail’s ‘selective’ and quality-led approach, says Holden. ‘It’s very focused and design led, [the antithesis of] anything too mass market,’ she says.
All the exhibitions will be held at Olympia in London.