United we stand
In the life of a Smart Display designer, flair has to function. Entrusted with creating striking stands within the strict parameters of a safe and reliable structure, every project is a balance between what looks good and what works.
“A client can look at their stand design and request to make a small change, and that may mean six more drawings for us,” says Sarah Addision, the newest addition to the team and a former visual merchandiser. “Every aspect of the stand has to be cohesive with an end result that looks amazing, without anyone necessarily knowing all the elements behind why it looks amazing.”
The balance between aesthetics and logistics is something that only Sarah and her two contemporaries can truly understand. The trio – headed up by Nathan Hesslewood and completed by Lawrie Ward – has established a dynamic that sees them rely on each other for creative inspiration and practical guidance, and the emotional support (and chocolate) that gets them through each project.
“We absolutely need to be together so that we can bounce ideas around,” says Nathan, Smart Display’s Head of Creative. “We can look at each other’s work with a fresh eye and come up with a solution that makes everything fit; there’s no way that we could work remotely without the input of each other.”
Such interaction extends beyond the design room into production and the warehouse where each stand is crafted by fellow leaders in their field. It’s integral to the Smart Display concept that every aspect of stand design is completed in-house from initial concept to installation, ensuring full cohesion throughout the process of bringing each brand identity to life.
“If we outsourced our construction, it wouldn’t be built exactly as we wanted it,” says Nathan. “Here, there is a constant dialogue between us and the warehouse staff; they ask us why we have drawn something a particular way, and ask if it could be changed without affecting any other aspect of the design. We can advise there and then which changes are feasible, and the end result remains loyal to the concept we had in mind.”
In a world where every soffit tells a story, such interaction is crucial. The cohesive process behind creating stands that clients love is one of the reasons that Smart Display is one of the fastest-growing stand designers in the industry. Around 75 per cent of the company’s turnover is repeat business, and customer reviews are overwhelmingly positive.
“We have a 78 per cent success rate with our design proposals, and the industry standard is around 50 per cent,” says Nathan. “We’re very good at working with what we have from both a budget and space perspective to recreate what the client has in mind.”
When a client has aspirations for “three private meeting rooms and a video wall on a six by three metre stand”, design can be a challenge. But every project is also massively rewarding for those who put their heart and soul into creating something perfect.
“I designed a stand for an interiors client recently that is probably my proudest project to date,” says Lawrie. “Because it was interiors, I could be really creative with the lighting. Seeing it built on-site – and seeing the client’s reaction – was really rewarding.”
Having first arrived at Smart Display in 2017, product design graduate Lawrie is the longest-serving designer in the department. She initially arrived on placement, but the team was so impressed with her work that she was invited back as a permanent employee as soon as a vacancy arose.
Lawrie is also the reason behind Smart Display’s beloved office dog. Arguably the company’s most popular employee, Luna joined after Lawrie’s powers of persuasion convinced MD Chris Stewart that a dog would bring joy to every board meeting, and she’s been part of the family ever since.
“I had asked Chris if we could have an office dog during a work night out,” says Lawrie. “Lockdown hit soon after and I sent him a picture of a puppy and said, can we still have that office dog?! She’s the reason everyone comes to see us in the design department.”
Canines aside, there are plenty of reasons that the design department is arguable the heart of the Smart Display operation. The creativity within the room is almost tangible, with all three designers uniting to achieve perfection.
The process starts with head of creative Nathan, who receives a brief from the sales team detailing each client’s requirements.
“If it’s a big project or a raw brief with a new client, we will all get involved,” says Nathan. “We can spend two days amending the design until we are all happy with it, and then our initial ideas go out into the ether and we wait for the client’s reaction. Sometimes we are over-budget at that stage, but we are good at adapting what we want to create in line with the client’s budget.”
An industry stalwart, Nathan is a true specialist in the niche sector of exhibition stand design. Having held other positions at exhibition companies both in the UK and in Dubai, he was headhunted by Smart Display’s MD Chris Stewart five years ago.
“Chris approached me and we knew we could work together to make Smart Display the best in the industry,” says Nathan. “Stand design is all I have ever specialised in – even my degree was in exhibition design.”
Like everyone at Smart Display, Nathan was selected as a leader in his field. The combination of each employee’s unique skills and the constant interaction between each department is integral to the company’s business model. And, in an industry that spans every sector imaginable, having a team that is willing to go above and beyond is essential.
“We were tasked with creating a living wall recently,” says Sarah. “It was November. Barely any plants were in season. I must have made about 60 trips to garden centres, and we were trying to transport them around in a two-door convertible. I planted all of those plants myself and, when we saw the stand on-site, it felt like such an achievement. The client took the plants to a school afterwards and re-planted all of those shrubs. As far as I know, they are still flourishing.”
It’s an analogy for the Smart Display concept; hard work reaps rewards. Everything that can be re-used should be. And with a bit of care and attention, everything can bloom from one season to the next.
Find out how we can create your perfect stand here, or drop us a line to find out more.