New Worldwide Exhibition Stand for SA Tourism launched in Berlin

Conceptualised, designed and built in a SA-centric style, this stand allows visitors to experience South Africa through images, textures, colours and sounds - an action orientated environment - rather than simply a walk through display of static images.

Says Brian Kennedy, managing director of Oasys Exhibitions, formerly known as Shell Systems, "This structure breaks free of the mould of predictable ‘boxy’ stands, creating a structure for SA Tourism that can be used as an experiential marketing tool, taking international visitors to another realm."

"With up to 12,000 visitors passing through the stand daily we needed to develop an open format structure with minimal use of walls and boundaries," Kennedy adds.

Capitalising on local wire crafts synonymous with SA, and the easily recognisable shape of elephants tusks, the structure has been designed around tusk-like supports, which form a distinctive focal point to the main entrance of the stand. Sprouting from these ‘tusks’ are tree-like appendages.

Designed to assume a variety of looks over a three-year period, simple rotation of the ‘tusk’ structures, while adding a mix of differing textures to these supports, will bring about an entirely different look, without incurring high additional costs for SA Tourism.

Running parallel to the central double-storey core are 120 booths for exhibitors. Each booth made from natural wood-fibre slats to create an authentic rural ‘kraal-like’ atmosphere.

A plethora of bold shapes, mixed textures and earthy colours, incorporating a mix of South Africa’s cultures, languages, arts and wildlife replaces staid stereotypical visuals.

Four large raised projection screens attached to the ‘tusks’ display images and textures commonly associated with South Africa. With ever-changing pictures of beadwork, hessian and the Hermanus whales, to name but a few, the raised screens are visible from a considerable distance, regardless of the stand’s position.

The Oasys Innovations group of companies are recognised leaders in the Exhibition, Events and Conferences industry. Thirteen days after the tender award, Oasys innovations had already completed the stand, having it ready for loading into the containers.