From Concept to Creation: Homa's Innovative Booth Redefines the Canton Fair Experience

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We transcend physical space considerations when we embark on the design process for the Canton Fair booth at Homa. Our focus is crafting an immersive journey that evokes a tapestry of emotions and resonates long after they depart.
Our aim? To forge a palpable, resonant encounter where visitors can connect with our ethos and essence.

Space Design as Experience encapsulates our approach: setting clear goals, defining objectives, strategizing, and discerning our target audience. Our endeavour begins with arousing intrigue through digital channels, enticing users to explore our realm.

Architecture serves as our initial handshake, swiftly conveying the essence of our enterprise. Meticulously crafted, it becomes a conduit for communication.

Our products are not just displayed; they're curated with finesse, designed to captivate and showcase their essence in the most compelling light.

Interaction becomes a cornerstone, crafting moments that linger in memory and fostering emotional bonds with our clientele.

The message is paramount: What imprint do we wish to leave on our visitors' minds and hearts? Each encounter is an opportunity to communicate our essence and values.

Community is our bedrock, extending beyond physical boundaries to foster online and offline connections. From grassroots advocacy to social media resonance, we weave a web of engagement among our users.

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Our strategic compass outlines a course that embraces future vistas fueled by curiosity and innovation. We peer into the horizon, anticipating trends and pioneering new pathways that resonate with the zeitgeist.

As the General Manager of Homa Europe and the driving force behind Homa's design and experience initiatives, Federico Rebaudo, supported by Nikita Su, the Deputy General Manager of the Marketing Department, and all the Homa HQ marketing team, they had an ambitious plan to evolve the company's booth for the 135th Canton Fair.
With a keen focus on innovation and customer engagement, Homa aims to breathe new life into the exhibition space and leave an indelible mark on all who step inside.

The cornerstone of the brief design strategy is creating a captivating concept that showcases Homa's products and embodies the company's core values. "We want customers to feel the essence of Homa from the moment they enter our booth," Rebaudo explains. Through immersive experiences and emotionally resonant content, we aim to forge a deep connection with our audience."

Central to this vision is the integration of cutting-edge technology and interactive elements that invite visitors to engage with the company on a deeper level. From interactive displays to multimedia presentations, every aspect of the booth is designed to captivate and inspire.

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Homa is poised to impact the Canton Fair and beyond significantly. By combining innovation and emotional resonance, the company is set to redefine the exhibition experience and solidify its position as a leader in the industry.

Clear awareness of the target groups: Target Customer Profiles and Fair Experience Strategy
Homa's approach to the fair experience is anchored in a nuanced understanding of its diverse customer base. Two distinct customer segments emerge, each requiring tailored strategies to foster engagement and loyalty.

1. Long-term Customers:
Description: Seasoned individuals seeking not just transactions but meaningful engagements, particularly interested in logistics and payment discussions.
Characteristics: Value experiential aspects, deeply familiar with Homa's values and approach.
Strategy: Emphasize experiential elements to deepen relationships, catering to their evolved needs and curiosity.

2. New Customers:
Description: Pragmatic individuals primarily focus on practical needs and are less inclined towards philosophical considerations.
Characteristics: optimistic and acquainted with Homa but less attuned to design and philosophy.
Strategy: Lay the groundwork for customer loyalty by addressing practical needs while subtly introducing Homa's values and approach.

Overall, the fair experience is envisioned as a catalyst for relationship-building and interaction, transcending physical boundaries to encompass digital realms through social media and websites. By aligning strategies with the distinct profiles of long-term and new customers, Homa aims to cultivate lasting connections and foster loyalty among its diverse clientele.

Unlike other booths at the Canton Fair, where experiences often lack a connection to the company and run the risk of being mere generalized entertainment, any experience we create must enhance the focus on the company and its products.
An encounter that triggers actions and reactions, fosters engagement, and is both direct and immediate, and consistently aligned with the company's values.

With the clear and detailed brief in hand, Studio Volpi, the renowned innovative agency based in Italy, US and China, took the helm in supporting Homa's experiences. Led by a dynamic team including Manuela Ferrante, Federico Gallina, and Silvia Mazzon, the agency proposed various groundbreaking concepts. The selected idea—"A DESIGN MUSEUM"—stood out among these.

Drawing inspiration from one of Homa's three fundamental pillars: design, (care, and food preservation complete the set )—the team at Studio Volpi crafted a booth that echoes the essence of a museum space with a central square, the company “agora”.
This concept seamlessly merged corporate, strategic, and functional considerations:

- At the corporate/strategic level, the booth became a tangible expression of Homa's values, offering an immersive experience for both customers and employees.
- On a business level, it aimed to enhance Homa's welcoming approach while presenting technical product information in a creative yet accessible manner.
- Functionally, the booth was designed to attract customers from afar within the pavilion and utilize the underutilized external sides to create a new experiential route.

Unlike typical booths at the Canton Fair, where experiences often need more consistency between company strategy and values, Volpi's creation ensured that each encounter reinforced Homa's identity and product focus. The experience aimed to spark actions and reactions, fostering direct and immediate engagement while staying true to Homa's values.

In addition to the overarching concept, Volpi's team meticulously organised meeting stations, optimised spatial layouts for product visibility, and strategically placed digital touchpoints for product exploration and noise control.

The final result was met with widespread acclaim from the audience.

Not only did it surpass the conventional Canton Fair booth, but it also embodied Homa's ethos as a platform for storytelling. Beyond showcasing products, the booth served as a testament to Homa's purpose and global standing within the industry.

Its innovative approach aimed to inspire clients and elevate the company's image to new heights.

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