Large-format design – maximum impact
William H. Kopke Jr. Inc. (or Kopke as they are commonly known as) is a successful fruit company. Several times each year, they participate in trade shows around the world. This branded structure was produced by Applerock. The exterior graphics were designed at Juggernaut I & D inc. in Toronto. The end result is a memorable and effective trade show display.
About Kopke Fruit
“For over 87 years, four generations of the Kopke Family have carried on the tradition of bringing a diverse selection of fruit to families all over NorthAmerica and beyond.”
Maximizing the trade show footprint
The inspiration was the easiest part of this project. Fresh fruit is at the heart of the Kopke business model. Over the years they have invested in real fruit photography. No AI simulations will do. Printing them in large format versions required detailed Photoshop retouching. Each wall built in a .psb format (not to be confused with the more common .psd). These files are quite large and require powerful computations to render. In the end, that attention to imagery and appetite appeal really paid off.
We kept the branding high up so that it could be seen from a distance at a busy trade show. Below is a video that showcases the display from several vantage points. Vertical format video screens also play a role in a convention centre. The white background is used to provide ample contrast for the branding and graphics. In a visually saturated environment, standing out is more important than ever. This trade show display has garnered many compliments from clients and competitors alike.
3D renderrings
Long before anyone can walk past this display it needs to be visualized in a presentation. We established a template that could easily substitute visual revisions. This Juggernaut approach to creative presentation is the vehicle on which this project (and many others like it) travel. Revision after revision eventually lead to an approval. The massive production art files that followed made their way to Applerock where their team produced and assembled everything together.
Real Photography
No AI art was used to create any of this project. Why? Because an AI will never know the smell, taste or sheer delight of enjoying a good piece of fruit. Therefore AI art is incapable of visually expressing it better than a human artist. In this case photography. Kopke agrees with this philosophy. Only real fruit will do. They also respect my position against using AI art in favour of paying a real human Artist. This is a point of pride with me.
Kopke has invested considerably in the best fruit photography in the world. This project was ideal for featuring these delicious specimens in large format. I really like the way that it all turned out.
Looping Brand Video
Monitors on several sides capture the attention of attendees. Pulling them into a visual story and eventually a conversation. Each year, this video adapts to reflect the current state of the brands within the Kopke Family of Companies.
Production
Project Summary
I am very proud of this project. Seeing it appear and adapt over the years has been exciting to participate in. The effectiveness of this trade show booth is not in the design. It is in the people who manage it. As a spectator, I have watched from a distance the interactions that bring it all together. The team at William H. Kopke Jr. Inc. are in my humble opinion: the best in the biz.