The launch of the new brand positioning “I AMTICO” at the biggest retail exhibition in the world is a big deal. It deserves something special, which is what Large provided.

Spread over two storeys, the stand not only showcased the new branding, bringing it firmly into 3 dimensions, but really pushed on the concept of interactivity that we had built over the previous UK and European programmes.

The play tables became truly interactive, as visitors could learn and compare different products by simply dropping the samples onto a table, with case studies, details and, critically, sample ordering systems being integrated into an adjacent touch screen.

A 24m² led curtain surrounding the upper hospitality area, complimented the architectural language which large developed, and has subsequently been used across the 2011 UK/Europe programme, building brand consistency and recognition.