Arcelor Mittal: Experiential Spaces

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Are exhibition stands for product information dissemination or are they the face of the company that invites partners to do business with it? TheAgence believes it is the latter. We design exhibition and other interaction spaces that represent the soul of the client company and not merely its products. Spaces that create immersive experiences, which do not impress the audience; instead inspire them to work with the company.

This stand, designed for Arcelor Mittal Steel, creates awe in the casual visitor while providing valuable networking opportunity to the serious. It is clearly divided into two distinct areas — the experiential area and the transactional one. The experiential area is the emotional part of the stand that subtly communicates the core values of Sustainability, Quality and Leadership. This area is about CSR, about Safe Sustainable Steel; about boldness. The transactional area is opulently furnished and is duly covered to provide privacy for serious discussion to the privileged few.

Emotion and function. Casual and serious. This design is a study in pleasing juxtaposition of contrasts. A big open area intrigues the casual onlooker while a well appointed lounge provides the privacy for serious discussions to the privileged. A never before seen concept that is bold, clean, impressive.

The majestic steel sculpture, that is the company’s logo, invites the onlooker in to explore further. The sculpture sits on a granite and steel platform that also features cascading waterfall. The bold orange wall draws attention to the huge array of csr pictures interspersed with narratives of our social concerns. The sculpture rises from a rich arrangement of ‘steel butterflies’ planted on the granite platform by thin steel wires. The butterflies signify the theme ‘safe sustainable steel’

The meeting lounge is opulently appointed with wood finish flooring, carpets, plush couches and a generous sprinkling of lamps and accessories. The lounge is suitably hid from the public areas by double sided display panels on the inside and frosted glass partitions on the outside.

Just behind the lounge is a completely covered area that is the storage and service area, with an access from outside and a concealed opening to the lounge. The impressive contrast of black and white CSR pictures suspended with steel wires in front of a bright orange wall will create lasting impressions. Even when seen from the diagonally opposite corner on the far end, the arrangement catches attention of the visitors.

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