Packing Punch in a Neutral Space

by Lara van der Wall

When Fender Music Australia showed us around the Civic Pavilion at The Concourse, Chatswood, we were thrilled. The rooms presented like a huge blank canvas. The space is fresh and modern and the venue has great amenities.

Our task was to transform this neutral space and turn it into an engaging, interactive destination. Our aim was to provide an unforgettable conference experience over three days. Day one was for hosting Fender’s Asia-Pacific dealers. Day two featured an elite Custom Shop guitar auction — replete with entertainment and sumptuous catering. And finally, the national Australian dealers’ meeting on day three.

A key process for us in Event Design is to “imagineer” the location with our client, and work out how their visitors will interact with the space, repurposing the room for each stage of the event. Key team members from Fender marketing decide the timings and where their product displays will go. To this end, we photographed the naked space, and in collaboration with our client’s needs, provide visual layouts for how the room could work.

This is where the magic begins for our part.

We design all the graphic elements for the staging, lighting and print assets required for the convention. The result is to provide comprehensive visuals of the dressed space before any money is spent on the elements. Naturally, this is accompanied by a detailed costing. With this in hand, our client can now discuss their options with the venue and executive group. coming back to us to confirm what they want to run with.

When design and costings are approved we generate the print ready finished art. Studio Nero works with proven printers and dedicated installers that are entrusted with the delivery of our large-format murals and banners. Our extended team is as dedicated as we are to deliver all assets on time, as projected.

At bump in, lights are installed, mannequins dressed for the big event, and assets displayed for maximum appeal. Guests arrive, and the whole show looks a million dollars.

While the fit-outs may be temporary, the engagement is lasting. Studio Nero’s proven ability to put on a great show ultimately works for our clients as their product and business is presented in the best light, encouraging dealers to champion the awesome range of Fender brands.

Studio Nero offers a remarkable level of assurance to clients for exactly what we will provide, and in turn, they have come to rely on us to provide ongoing services in event design and production.

All images and content are from our team here at Studio Nero.