X marks the spot for Rockwool

Having previously worked together, Rockwool asked Ainsworth & Parkinson to pitch for the opportunity to design and construct an exhibition stand with real impact. And the concept A&P produced meant they won hands down.

While the name Rockwool is synonymous with the Rockwool product, it’s also the umbrella name of a group of companies whose products range from ceiling tiles to cladding and insulation.

To address this, then, A&P designed a stand in the shape of a cross, with the various companies each taking an arm of the cross to visually differentiate themselves from each other. In addition, A&P took into consideration the view visitors would see within the exhibition hall – as stands are limited to a certain height, it was decided to have a circular revolving band on top of the Rockwell stand emblazoned with the company logo. This acted as a landmark, successfully drawing people from all over the hall.

Prior to the event, A&P devised an email and DM campaign preparing the target audience – architects who might specify Rockwell’s products – to create a higher awareness of the company’s presence.

They also produced a competition to be entered on the day. Visitors were invited to complete a card, ranking eight statements about Rockwell in order of priority to win an eco-friendly Toyota Prius. In addition, A&P created a ‘Carbon Footprint Calculator’ to highlight the individual usage of visitors to the stand, and point them towards Rockwell products which could lower that footprint.

Rockwool - X marks the spot stand

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