Liquid Creativity

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Crumpler stands out

Crumpler, the Australian bag company, has a philosophy to be different, out of the ordinary and eye catching. This is particularly so when they do trade shows. At the recent Outdoor retailer show in the US, Crumpler fashioned an entire cityscape that looked liked a giant castle, full of towers with imagery covering whole surfaces. This created an irresistibly interesting environment for their urban street wear product and their stand was, not surprisingly, the talk of the show.

Crumpler purposefully had minimal branding on the exterior, which added to the giant castle’s intrigue. People were lured to it, wanting to find out more about the interior and its contents. It grabbed peoples’ attention, created shock and surprise and was a positive talking point. It demonstrated the company’s passion to do things differently and to stand out from the crowd.

People get overloaded with products, brands and imagery, so to rise above the clutter is important. People remember Crumpler’s stand and that generated talk about them. As a result, this spreads awareness of their brand. This is especially important as they are in the process of establishing their new retail outlets in the US and are looking for ways to make their presence felt.
 


The stand was comparable to an art installation. The walls, flooring, the mobiles hanging from the roof and banners all worked together and enhanced the theme. Not only did the stand capture attention but their strong and creative presence had the desired effect of generating publicity and increased sales.

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