BEHIND THE BRAND: Utopia Tableware

Precision, elegance and sophistication; these are the key elements of the Utopia Tableware ethos, and they are integral to every aspect of the brand’s operation. So when Utopia signed up to exhibit at trade show Ambiente, Smart Display was only too happy to incorporate the brand’s identity into a bespoke exhibition stand.

Based in Frankfurt, Ambiente is a design-led exhibition bringing together an international portfolio of goods in the design, tableware and décor sectors. Tasked with making sure the spotlight was firmly on Utopia, Smart Display took on the brief and created a decadent showcase for the collection, making for a suitably utopian haven amidst the exhibition aisles.

“Smart Display understood our brand vision and translated that effectively into the stand design,” says Josh Rammell, Utopia Tableware’s marketing manager. “Our favourite aspect of the stand was its design integration, which harmoniously blends our brand’s visual identity with functionality, ensuring that visitors experience the essence of Utopia Tableware at first glance.”

Utopia Tableware’s experience of Ambiente was so successful that the brand has already committed to returning to the 2024 edition in January. Smart Display has once again been tasked with creating the exhibition space, with a particular focus on showcasing the brand’s new collections.

“Our upcoming collections set to debut at Ambiente represent the fusion of innovation with timeless design,” says Josh. “These collections span glassware, ceramics, plastic drinkware, cutlery and table presentation and underscore our brand’s evolution while maintaining our core values.”

The new ranges place Utopia Tableware in a perfect position to strengthen its industry position. The trajectory for the business remains positive, with steady growth and increasing market penetration. Josh describes an optimistic mood across the team, but maintains that trade shows are essential to the company’s business model.

“Trade shows are pivotal to our business strategy,” he says. “Ambiente provides an unparalleled platform for brands to showcase their offering to a global audience, and our presence there is imperative. Since our first trade show in 2002, our participation has allowed us to diversify our client base, strengthen existing client relationships and introduce new product lines. They also provide an insight into industry trends, and the direct engagement with customers drives our commitment to continuous improvement.”

It’s a sentiment echoed by the exhibition organisers themselves, who maintain that face-to-face interaction is more essential than ever as the trade moves forward into 2024.

“The global fair business is back in full swing,” says Philipp Ferger, vice president of the consumer goods fairs at Messe Frankfurt. “The mood on the international trade fair stage is good, and this is noticeable for the upcoming events in 2024. The registration level is excellent for all three fairs [Ambiente and its sister shows Christmasworld and Creativeworld], and we are already overbooked in terms of space.”

For brands looking to break into trade shows, Josh Rammell has some very clear advice when it comes to cultivating an engaging exhibition space.

“It’s crucial to remain authentic to your brand values and to invest into quality presentation,” he says. “A bespoke stand offers a tailored brand experience, ensuring alignment with company values and messaging. It provides flexibility, reusability and a distinct brand presence compared to generic or one-off stands.

“We wanted to achieve something that elevated our brand and moved us forward, and our collaboration with Smart Display has been both productive and seamless.”

Ready to see what we can do for your brand? Get in touch and start creating your perfect brand environment.