Gilbert Displays’ relationship with Italian apparel designer, Diesel, spans over eight years, during which Gilbert has been successfully constructing and managing numerous tradeshow exhibits, shop-in-shop displays and custom retail fixtures for the premium denim brand.
Gilbert’s fashion expertise and knowledge of the Diesel brand earned them the opportunity to help Diesel launch their “Be Stupid” campaign for the August 2010 Project Show.
With the campaign in full force, Diesel wanted an exhibit that was big and bold like the campaign, while being completely different from anything the Project show had seen before.
With just one month to go before the show, Diesel approached Gilbert with an unprecedented exhibit design concept they had. The idea, featuring both the men’s and women’s denim lines, an exhibit made almost entirely out of VHS tapes, which resembled an old-fashioned movie theater.
In sync with its reputation, Gilbert approached this challenge head on. Rather than build a new exhibit, Gilbert re-engineered Diesel’s old exhibit and affixed the new “Be Stupid” entrance which was fabricated using both real and faux, strategically placed, VHS video tapes.
Fabricating the faux VHS tapes was no small task. In order to replicate the VHS tapes, Gilbert had to create a template of the VHS tape tracing every nook and cranny of it. Once perfected, black sintra (PVC plastic board), was routed out from the template to mimic the VHS tape. Since no precedent existed, the process was run on a trial and error basis until the perfect result was achieved.
During the show both Diesel men’s and women’s apparel and accessories were showcased throughout the interior of the exhibit. The selling lounge was a focal point complete with real movie theater seating.
Diesel felt their goal was accomplished and was pleased with the results of the new exhibit. The 750 square foot environment was definitely a showstopper and was deemed the largest exhibit ever to grace the floors of the Project show.
|People on the Move|