Our client GMK, is the leading UK importer and distributor of shotguns, rifles, ammunition and accessories for sports shooting; GMK – part of the world-renowned Beretta group – also supply firearms, ammunition and accessories to UK law enforcement and Ministry of Defence.
GMK was attending the 2020 (annual) Security and Policing Expo at the Farnborough International Exhibition and Conference Centre. They approached us with a brief to create a stand that would attract attention and create real presence at the event. One that could be modified and used for several years.
It needed to be highly visible and impactful both from distance and close-up. The requirement was for it to be light and bright and showcase GMK’s complex (live) weaponry product ranges which needed to be secure – yet accessible and quick to release – and easy to demonstrate to stand visitors in an interactable and engaging way. The stand components needed to be sufficiently flexible to enable use – in various permutations – at future shows and events at home and abroad.
Stands used at previous shows tended to be cluttered with much of the display space taken up with a meeting table and chairs, which tended to be used as break-out, rather than showcase, space. The previous stand had also been enclosed on three sides and not conducive to visitor approach from all sides, or interaction.
Once the space was agreed we set about creating a number of concepts for client discussion. We began by devising a central column that would act as the centrepiece of the entire stand; rising above the Show to the maximum allowable height to provide prominence and visibility from virtually anywhere within the event. The centrepiece would host bespoke racks created specifically to showcase the weaponry.
Constructed out of aluminium to reduce weight on the stand, each rack was tailor made to a specific weapon. The weapons were secured using a mix of alarmed cabling and locked cables to ensure they could be quickly and easily released for demonstration purposes. Grenades were housed in an acrylic display to maximise their visibility and the entire weapons section was lit top and bottom for maximum effect. The walls were dressed with partner company logos and the central unit was finished off with a striking ‘target’ floor graphic.
The back wall of the stand consisted of a modular display which carried highly impactful graphic representation of GMK and its core market (for the Show). The reverse – which was not visible – was printed with an alternative graphic which could be reversed as an alternative/for use at future use. This display also housed two 32- inch monitors on which GMK could loop their product demonstration (video) content.
Two branded counters were added to the display to provide a focus for the front of the stand, display surface as well as internal storage for additional literature and personal belongings.
Literature racks were added to the front of the centrepiece stand to display company literature.
Adam Shorter, Tactical Products Division Manager. GMK Ltd.
