According to Trade Shows from One Country to the Next, by Larry Kulchawik, “The number of meetings in the Middle East has tripled in the last decade”. This expansion has opened many doors for the integration of new materials, solutions and partnerships, including the integration of tension fabric. While common place in the U.S., tension fabric is a lesser utilized solution in the Middle Eastern market and sparks a lot of buzz when realized in high profile environments.
When exhibition house, D-Concept, in Saudi Arabia was looking for a partner who would take an environment to the next level for the 2014 A.D.A. (Arriyadh Development Authority) exhibition in Ryiadh, Saudi Arabai, it was Fabric Images Europe who took on the opportunity, expanding their presence and the use of tension fabric within this young market.
The partnership allowed FI Europe to design the entire 100 square foot environment, including all of the displays and mock-ups. The design was elected for its high impact, which included great visibility from every corner of the hall, large communication areas, and adequate open space for displays and attendees.
Adding fluidity within the design was a series of curving tension fabric elements. This included all of the main walls as well as the arching headers, each of which spanned over 135 feet in length. The massive surfaces afforded the opportunity for high-quality brand messaging encompassing both the exterior and interior of the space. The curvatures helped to guide attendees through the space and offered a calm environment, while enhanced by the purity of white surfaces and brightness of accent colors and graphics.