3. 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
7. SPACE AUDIENCE WORKS COMMUNITY PR EXPLAIN VISIT RESEARCH ANALYSIS EXHIBITION MANAGEMENT DIRECTION WATCHING
8. 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”
9. 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
10. 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
12. 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.
13.
14. 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
15. 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
16. 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
17.
18. 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
19.
20.
21.
22.
23.
24. : “ 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
25.
26.
27.
28. 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
29. < ‘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 ”
30. 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…
31. 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…
32. 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…
33. Conclusion Electronics’ SEASNONAL SUMMER LINE SHOW 2008 BY INTEGRATED EXHIBITION STRATEGY Strategy Value : INTEGRATED EXHIBITION STRATEGY
34. INTEGRATED EXHIBITION STRATEGY APPLY TO THE “ W SEOUL WALKERHILL HOTEL ” FOR LG SUMMER LINE SHOW
35. 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
36.
37. LG ELECTRONICS TRENDY CODE “ W ” By Designer: Karim Rashid
38. 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
39.
40. 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 ”
41. 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 ”
42.
43.
44.
45. THANK YOU ALL BY WOO-YOUNG CHOI INTERNATIONAL DESIGN SCHOOL FOR ADVANCED STUDIES HONG IK UNIVERSITY
