Changing the long-standing perception of a brand

Challenge

Antigua and Barbuda want to move away from a Caribbean country known for white sandy beaches and emphasise the festive nature of the island. The design for the World Travel Markets A&B stand needed to reflect both sides of the country.

Solution

The design features a crystal blue water effect that emanates an experience as soon as someone walks into it. The bright brand colours were beaming out of the stand to make it welcoming and highlight festivity. The Antigua and Barbuda logo was still prominent, with a reversed logo coming out of white vinyl and pink and fuchsia painted colours. The first level design was made to be a fresh and welcoming pool area, while level two presents a sophisticated, cosy lounge with a semiprivate colour scheme. The meeting and storage room merges into the background but are still very accessible despite being semi-invisible. Plasma screens on either side provide interactive content alongside carnival dancers, a bar lounge area, and Soda music to emphasise the vibe of Antigua and Barbuda. The white sandy beaches are only a glimpse of what the country has to offer.