Exhibition Strategy

PROPOSAL FOR A NEW TYPE OF INTEGRATED EXHIBITION BY WOO-YOUNG CHOI INTERNATIONAL DESIGN SCHOOL FOR ADVANCED STUDIES HONG IK UNIVERSITY

Introduction Conclusion Body Body Body Body 1

Introduction Purpose This study is intended to establish an integrated exhibition through the development of a globally competitive, original and differentiated exhibition and suggest a new concept exhibition strategy that can enhance exhibit of value and national competitiveness of the exhibition industry

The Word “ EXHIBITION ”

EXHIBITION “ Different things to different people” EXHIBITION “ Show and Show and Show” EXHIBITION “ Display and Display and Display”

Why do we need integrated tool?

SPACE AUDIENCE WORKS COMMUNITY PR EXPLAIN VISIT RESEARCH ANALYSIS EXHIBITION MANAGEMENT DIRECTION WATCHING

EXHIBITION “ Different things to different people” “ Show and Show and Show” “ Display and Display and Display” EXHIBITION “ Different things to different people” “ Show and Show and Show” “ Display and Display and Display”

EXHIBITION “ Different things to different people” “ Show and Show and Show” “ Display and Display and Display” S howing of works of art D isplay of photographs E xposure of real objects E xposure of real objects Visual presentation of ideas Conference Promotion of a new product Club & Service S elling a product P ublic show

v v v EXHIBITION “ Different things to different people” “ Show and Show and Show” “ Display and Display and Display” Exposure of real objects Showing of works of art Display of photographs Exposure of real objects Visual presentation of ideas Conference Promotion of a new product Club & Service Selling a product Public show Need an INTEGRATED TOOL

“ I NTEGRATED E XHIBITION S TRATEGY ”

Body Case Studies ( ERRC) This case study examines the relationship between Contemporary exhibitions strategy and Mixed trend exhibitions strategy. In this case study, each exhibition shows how it consisted such as, purpose, characteristics, system, sponsored, analysis, potential benefit, strategic points and core key words for integrated exhibition.

CURRENT

TREND

Raise Reduce Eliminate Create C R R E

Which of the factors

that the Exhibition

industry takes

for granted should

be eliminated?

Which factors should

be raised well above

the Exhibition

industry’s Standard?

Which factors .

should be created that the Exhibition industry has never offered?

Which factors should

be reduced well below

Exhibition industry’s

standards?

“ Gwan-Ju Design Biennale”-KOREA “ Burning Man”-USA “ Dashanzi 798”-CHINA “ Heyri”-KOREA “ Venice Binnale”-ITALY “ KES 2007”-KOREA “ Cebit2008”-GERMANY “ Comdex” - USA “ Guggenheim” New York, Las Vegas, Bilbao, Venice, Berlin “ NIKE-TOWN / NIKEID STUDIO” –USA

Exhibition Communication Structure / Exhibition Interactive Process Unlike magazines and direct mail, exhibitions involves a multi-way communication process. Audience can visit and watching from works / space. Works can give and seek information. Most importantly, business is conducted face to face the most effective way to build and sustain customer relations . Planning Feedback Business Planning Development Exhibit Management Take Away Valuation Adjustment / Consultation SPACE AUDIENCE WORKS COMMUNITY PR EXPLAIN VISIT RESEARCH ANALYSIS EXHIBITIO N MANAGEMENT DIRECTION WATCHING

Exhibition Classification Classification by Exhibition Place, Term, Contents and Participation Classification Exhibition PLACE Indoor, outdoor, Stopped, mobile, traveling, simulated TIME Permanent, Standing, Short-term, Diachronic, Synchronic CONTENTS Image, Experimental, Power Equipment, Breeding, Education, Science PARTICIPATION Experience, Individual, Grouping Classification Exhibit Style COMMERCIAL Trade Show, Public Show, Consumer Show, Fair, etc NON-COMMERCIAL Non-commercial gallery, Museum, Expo, Biennale, Art-zone/street, Festival, etc

Exhibition plan & Management Exhibition Frame Work : 5W2H / Exhibition Planning Process Step 1 Step 2 Step 3 Step 4 Step 5 Frame for Plan 1.Purpose 2.Theme / Concept 3.Goal Basic Plan 1.When 2.where 3.what 4.How 5.Whom 6.How 7.Who Operation Plan 1.Operation Outline 2.Place 3.Planning 4.Event Planning 5.PR Plan 6.Budget Plan 7.Management Plan Operation Plan 1.Menual 2. Schedule 3.Setting / Installation 4. PR 5.Invitation 6.PD Meeting 7.Take away Valuation 1.Data Planning 2.Report 3.Valuation Time Place Sponsored By Purpose System 1.Season / Week / Period 2.Reference Consideration 3.Target Audience 4.Avoid overlapping with other event 5.Enough time to prepare 1.In / Out 2.Region 3.Weather 4.Number of persons / Area 5.Context / Facility 1.Host organization 1.Purpose 2.Contents 3.Interest Yes or No 4.Stability 5.Effect 6.Failure Forecast 7.Budget 1.Operation Process 2.Planning 3.Schedule 4.Conte 5.Checklist 6.PR 7.Display 8.Equpiment 9.Transportation 10. Food

Exhibition plan & Management Purpose of Exhibiting for Corporation

To build up company’s image

To introduce production line-up

For sales promotion

To introduce new products

To pick up visitor’s opinion

others

4.5% 1.5% 19.5% 22.6% 16.5% 35.3% To build up company’s image To introduce production line-up For sales promotion To introduce new products To pick up visitor’s opinion Others 0 15 20 35 5 40

Exhibition plan & Management Exhibition Design Process Structure e.g.) ( Exhibitgroup giltspur New York US ) About Eg? For over70 years, eg has provided world-class exhibit design, product, and program management to top companies around the world. Their vision is to be the value leader in the exhibit industry and we are uniquely suited to fulfilling that vision. With unmateched capabilities and the broadest set of resources in the industry, we are devoted to delivering maximum client value. And by value we mean more focused service, award-winning design, and a trouble-free show floor experience for your dollar. Eg has the experience and resources to take your program to best of show and deyond. VIDEO / FILM LIVE PRESENTATION ADVERTISEMENT FACE TO FACE ARCHITECTURE GRAPHIC Dynamic 3D Design 2D Design Static Exhibit Design

FUNDAMENTAL

PRINCIPLES

Exhibition Communication Structure / Exhibition Interactive Process Classification by Exhibition Place, Term, Contents and Participation Exhibition Frame Work : 5W2H / Exhibition Planning Process Exhibition Design Process Structure Purpose of Exhibiting for Corporation

MIXED

NEW

TREND

2007 CHRISTIE’S “LG” SUMMER LINE SHOW DOO-SAN “SO-JU STREET EXHIBITION” 2007 design House “PAPER-TAINER” LOTTE “Avenuel Charity Campaign” BMW “ART CAR” LG Electronics Annual "Life's Good" event at Christie's Auction House. The theme was LG Masterpieces, and the night was complete with faux auctioneers, numbered bidding paddles, and a presentation set inside the auction room. There were no bidding wars to be had or fast-talking to be heard. But the company had a mix of brand new products on display as well as some recently released products Doo-San So-Ju All humans are internally desired (Pop-art) by park seo won & 9 Artists work Displayed on the 3 Trucks (Vehicle) for rambling Design House Papertainer Museum, made of 373 paper tubes and cargo containers, has been constructed on a 1,000-pyong (3,300 square meters) space inside the Olympic Park, designed by renowned Japanese architect Shigeru Ban. Papertainer Museum has adopted its motif from Shigeru Ban’s Nomadic Museum. 30 brands(Bean Pole, Ssamzie, Nike and Naver.) & Artists Papertainer Museum is an eco-friendly and recyclable museum. Paper, the civilization’s messenger and the preservation form of culture, and containers signifying trade, together symbolize the world’s culture and art LOTTE Charity Theme "Share the Love" buy "Love" T-shirts imported luxury goods cosmetics second-hand luxury goods cookies donated by the wives of foreign ambassadors residing in Korea charity art auction on Nov. 30 All proceeds will be donated to the Holy Family Child Adoption Center BMW Fifteen memorable racecars have been painted by brilliant art masters such as Andy Warhol, Frank Stella, Roy Lichtenstein, Robert Rauschenberg, Jenny Holzer and David Hockney (all have since been displayed in museums from the Guggenheim in Bilbao to the Louvre in Paris.) Together, the art cars form a mirror of contemporary culture, as exemplary as it is unique.

Trend Key

Words

Contents

Premium / Aesthetics

Life's Good / Design LG

(Design Base System)

Art Marketing trend

Aesthetics

(Business trend)

Pop-art trend

Eco friendly

Recyclable

Art-marketing

Social Restoration activities

Charity Campaign

Cooperation

Designed by

international Audience

unique network

Cooperation

MIXED

NEW

TREND

2007 CHRISTIE’S “LG” SUMMER LINE SHOW DOO-SAN “SO-JU STREET EXHIBITION” 2007 design House “ PAPER-TAINER”

Co. Exhibit

Value Table

LOTTE “Avenuel Charity Campaign” BMW “ART CAR” Marketing (Business trend) Brand PR Social Restoration Activities Art Marketing (Art marketing)

MIXED NEW TREND

Christie’s “LG” summer line show “ Doo-San” soju street exhibition-park seo won “ paper-tainer” 2007 “ Avenuel Charity Campaign Lotte” “ BMW” art car

PLANNING

INTEGRATED STRATEGY

: “ INTEGRATED EXHIBITION STRATEGY ” + “ LG ELECTRONICS SUMMER LINE SHOW 2008” LG EXHIBITION “ LG ELECTRONICS SUMMER LINE SHOW 2008” KEYWORDS STRATEGIC & BENEFIT ELIMINATE / REDUCE RAISE / CREATE E-R-R-C BACKUP INFORMATION RESEARCH

WHAT IS THE INTEGRATED STRATEGY ?

Frame for Plan / Basic Plan / Operation Plan / Valuation BY DESIGN PERSPECTIVE INTEGRATED

ALL-ROUND

PLANNING

MADE IN ___ WORLD ECONOMIC SYSTEM

GLOBAL

PLAN

OFF

THE

WALL

NEW

CONTENTS

CREATIVE

INNER

SYSTEM

REBULDING STRATEGY

HISTORY

NOSTALGIA

HISTORICAL

PLACE

ATTRACT FOREIGN CAPITAL CONSUMER CENTERED STRONG PROPRIETARY COMPANY

COEXIST

COMMEN- SALISM

IN HISTORY

JOIN IN AND

PARTICIPATION

GLOBAL PLAN

THINK NEW

PLACE

TIME

CONT-

ENTS

PARTIC-

IPATION

Indoor, outdoor, Stopped, mobile, traveling, simulated, Permanent, Standing, Short-term, Diachronic, Synchronic, Image, Experimental, Power Equipment, Breeding, Education, Science, Experience, Individual, Grouping Exhibition

MIXED

TREND

VALUE

MIXED

TREND

VALUE

CREATIVE

CREATIVE

CURRENT

TREND

KEY WORDS

“ NOW ” EXHIBITION VALUE

MIXED

NEW TREND

“ FUTURE ” EXHIBITION VALUE

FUNDAMENTAL

PRINCIPLES

“ PAST ” EXHIBITION VALUE

CURRENT TREND

“ NOW ” EXHIBITION VALUE

MIXED NEW TREND

“ FUTURE ” EXHIBITION VALUE

FUNDAMENTAL

PRINCIPLES

“ PAST ” EXHIBITION VALUE

< “ INTEGRATED ” MEANING IMAGE > LG EXHIBITION “ LG ELECTRONICS SUMMER LINE SHOW 2008” INTEGRATED EXHIBITION POTENTIAL BENEFIT AND NEW CHANCE EXISTS AT THE INTERSECTION OF 3 DIFFERENT CIRCLES

APPLICATION LG EXHIBITION “ LG ELECTRONICS SUMMER LINE SHOW 2008” ‘ LG Electronics’ BUSINESS GOAL / STRATEGIES ‘ LG Electronics’ DESIGN GOAL ‘ LG Electronics’ PR (PUBLIC RELATIONS): PUBLICITY ACTIVITES ‘ LG Electronics’ : LG EXHIBITION ‘ LG Electronics’ : LG EXHIBITION COMMUNICATION PLAN ‘ LG Electronics’ ORGANIZATION ‘ LG Electronics’ SEASNONAL SUMMER LINE SHOW

< ‘LG Electronics’ SEASNONAL SUMMER LINE SHOW > <‘LG Electronics’ : LG EXHIBITION COMMUNICATION PLAN > LG EXHIBITION “ LG ELECTRONICS SUMMER LINE SHOW 2008” Experience Premium blend of design , technology and functionality Creating new cultural Premium market strategy : lucrative market for high-end household appliances, mobile telephones, and other multimedia products Delightfully Smart Innovation Life ’ s Good With LG LG Customer Exhibition Communication Channel Between LG And Customer Give the Experience To feel Special Something “ INTEGRATED EXHIBITION STRATEGY ”

Trend concept : Lifestyle change create smaller luxury Yacht trend = High-end household appliances & extraordinary exhibit place Place: private yacht Year: 2005 s’ summer line show Contents: LG’s “Life’s Good” summer line show — an exclusive gala-by-the-sea event, aboard the Lady Wind ridge private yacht. LG EXHIBITION “ LG ELECTRONICS SUMMER LINE SHOW 2008” ‘ LG Electronics’ SEASNONAL SUMMER LINE SHOW WHAT THEY DID SO FAR…

Trend concept : Bring into relief “corporate brand image” & Co. Entertainment approach, Co. flexible thinking approach Place: Madame Tussauds’ Wax Museum in New York City Year: 2006 s’ summer line show Contents: LG Electronics highlighted innovation and design in its broad line of flat-panel displays at an exclusive “celebrity” event LG EXHIBITION “ LG ELECTRONICS SUMMER LINE SHOW 2008” ‘ LG Electronics’ SEASNONAL SUMMER LINE SHOW WHAT THEY DID SO FAR…

Trend concept : Good chemistry between Christie’s masterpieces and LG Premium market strategy ( pursuit high-end product) & Art Auction Trend Place: Christie’s New York’s auction house Year: 2007 s’ summer line show Contents: Displayed among some the world’s finest masterpieces at Christie’s during the company’s annual Summer Line Show, LG mobile phone models demonstrate continued significant enhancements to some of the most stunning and popular handsets ever made. Also display that household appliances. LG EXHIBITION “ LG ELECTRONICS SUMMER LINE SHOW 2008” ‘ LG Electronics’ SEASNONAL SUMMER LINE SHOW WHAT THEY DID SO FAR…

Conclusion Electronics’ SEASNONAL SUMMER LINE SHOW 2008 BY INTEGRATED EXHIBITION STRATEGY Strategy Value : INTEGRATED EXHIBITION STRATEGY

INTEGRATED EXHIBITION STRATEGY APPLY TO THE “ W SEOUL WALKERHILL HOTEL ” FOR LG SUMMER LINE SHOW

LG is D ESIGN is W is “ The world is becoming very visually savvy and info-savvy” “ Consumers are perpetually interested in being stimulated” “ Dig pop sensuous design” “ For communication” Karim Rashid “ Whatever you want, Whenever you want ” (Wonderful / Witty / Warm / Welcome / Wonderland) Premium blend of Boutique and Trendy VVIP (Very Very Important People) Business Premium blend of design technology and functionality Creating new cultural Premium market strategy high-end household appliances mobile telephones, and other multimedia products

LG ELECTRONICS TRENDY CODE “ W ” By Designer: Karim Rashid

MAIN DESIGN CONCEPT DESIGNED BY KARIM RASHID “ repeat, minimal parts and 3Dimension ” MAIN THEME LG ELECTRONICS TRENDY CODE “ W ” SUB THEME Making trendy feeling by LG SYSTEM Entertainment / Trendy interior system / control & automation

CON-

TENTS

PLACE INDOOR EXHIBITION TIME SHORT-TIME / STANDING EXHIBITION CONTENTS IMAGE / EXPERIMENT EXHIBITION PARTICIPATION EXPERIENCE EXHIBITION

TIME

PARTIC-

IPATION

PLACE

CONCEPT VISUALIZATION Deutsche Bank Art and Deutsche Bank Private Wealth Management presented at Germany's most important art fair a VIP Lounge designed by Karim Rashid LG ELECTRONICS TRENDY CODE “ W ”

1 2 3 4 5

W SEOUL

WALKERHILL

TREND KEY WORDS

BUSINESS VALUATION

VERIFICATION TOOL

CURRENT TREND KEYWORDS By Designer Karim Rashid Theme LGE TRENDY CODE “W”

GLOBAL PLAN

OFF THE WALL

PARTICIPATION

COEXIST

HISTORY

NOSTALGIA

NEW CONTENTS

ALL-ROUND PLANNING

HISTORICAL PLACE

CREATIVE INNER SYSTEM

ATTRACT FOREIGN CAPITAL

COMMENSALISM MADE IN ___ CONSUMER CENTERED STRONG PROPRIETARY COMPANY EXPERIENCE REBULDING STRATEGY WORLD ECONOMIC SYSTEM CONSUMER INTERACT WITH BRANDS

1.Season / Week / Period 2.Reference Consideration 3.Target Audience 4.Avoid overlapping with other event 5.Enough time to prepare SUMMER SEASON 1 WEEK EXHIBITION NONE LG REFERENCE COMPANY STAFF & EXECUTIVE MEMBERS NONE PREPARATORY PERIOD ABOUT 3 MONTHS 1.In / Out 2.Region 3.Weather 4.Number of persons / Area 5.Context / Facility Place INDOOR EXHIBITION 21 Gwangjang Dong · Gwangjin Gu · Seoul 143 708 · South Korea - W SEOUL WALKERHILL SUMMER SEASON 2008 AUGUST 1-3 NUMBER OF PERSONS/ AREA : CONSIDERATION (approximately 300 ) W SEOUL WALKERHILL : LOUNGE DISPLAY AND OPTIONAL EXTRA SPACE Sponsored By 1.Host organization

W SEOUL WALKERHILL HOTEL OFFICIAL SPONSORED BY

JAGUAR, CHANEL, MASTER CARD

LG ELECTRONICS CO-OPERATION

GE, YAHOO, MICROSOFT, TOYOTA, PRADA, PHILIPS, INTEL

Time LG ELECTRONICS TRENDY CODE “ W ”

< FUNDAMENTAL PRINCIPLES STUDY >

By Designer: Karim Rashid

FRAME WORK (PARTICULAR ANALYSIS)

SYSTEM 1.Operation Process 2.Planning 3.Schedule 4.Conte 5.Checklist 6.PR 7.Display 8.Equpiment 9.Transportation 10. Food Purpose 1.Purpose 2.Contents 3.Interest Yes or No 4.Stability 5.Effect 6.Failure Forecast 7.Budget PR (PUBLIC RELATIONS): PUBLICITY ACTIVITES BY SEASNONAL SUMMER LINE SHOW Introduced that high-end household appliances, mobile telephones, and other multimedia products LG ELECTRONICS SEASNONAL SUMMER LINE SHOW 2008 IN SEOUL KOREA WITH W SEOUL WALKERHILL HOTEL EXHIBITION THEME : LG ELECTRONICS TRENDY CODE “ W ” EXHIBITION DESIGNED BY KARIM RASHID STABILITY : CONSIDERATION LGE CORPORATE IDENTITY ELEVATION LGE PRODUCTS = MASS LUXURY ITEM BY W SEOUL WALKERHILL BRAND POWER FAILURE FORECAST : CONSIDERATION BUDGET : MEASUREMENT / WILL BE ANNOUNCE PR: Advertising on exhibition stands , Novelties information , Official show Catalogue , Press conferences, seminars, presentations, Press Contact List, Advertising outside exhibition stands ( advertising billboards ) Display: 24 - 27 July 200 8 Build-up of the exhibition Equipment / Transportation / Food Operation Process / Planning / Schedule / Conte / Checklist 10 July 200 8 Information for exhibition catalogue entry ( print and virtual form) 10 July 200 8 Stand projects for approval 14 July 200 8 Stand equipment and technical service 14 July 200 8 W Seoul-Walkerhill Lounge Hall rental 14 July 200 8 Order of exhibitor passes, tickets to the exhibition and to Welcome party 14 July 200 8 100% payment for exhibition space rental 24 - 27 July 200 8 Build-up of the exhibition 28 July 200 8 Delivery of exhibits to stands 01 Aug 200 8 Exhibition days: 1 – 3 August : 10.00am-5.00pm 01 Aug 200 8 Official exhibition opening ceremony, party 03 Aug 200 8 Exhibits removal 03 Aug 200 8 Exhibition dismantling LG ELECTRONICS TRENDY CODE “ W ”