Design is an amazing thing. It is a form of expression and a connection to identity. It gives us a sense of personality and presence. In a tradeshow environment, the design of a space is an opportunity to look into the soul of the brand. This puts a big responsibility on designers and tradeshow managers alike. But, over the past few years, a shift has taken place that has affected design. It is the growth of extrusion frame systems with silicone edge graphics (a.k.a. SEG).
Extrusion frame systems with SEG fabric are a solution; a technique to bring life to what was envisioned. However, this solution that once trended as the “shiny new toy” and latest new look has become an overly-used commodity. Numerous exhibit companies now either carry their own extrusion system or have partnered with an extrusion provider. The resulting architecture is typically a basic, linear design with metal outline, topped off with a square or rectangular graphic. Real original!
Consider this… When developing the design of an environment, is an extrusion system dictating the design, OR is the design dictating the SOLUTION?
SOLUTION; that is our key term here. Ask yourself, is this adding aesthetic value? Is this adding ease and cost savings to the installation? Is this allowing for the easiest possible method of changing out graphics? Is this bringing life to the brand? The answers you encounter will often times lead you down the path to an alternate solution.
Another consideration: The two do NOT go hand-in-hand. Extrusion frame systems and SEG fabric are merely two solutions coming together. Silicone edge is a finishing technique. Who’s to say you can’t find your Groove outside of an extrusion?
Any brand can be represented with a “system”. Where we are falling short is in representing the brand itself through the design. There is a time and a place for extrusions, just as there is for SEG fabrics. So, designers, DESIGN. And know that through collaboration, and an understanding of the vision, the right solution is at your fingertips.
Allison has had a lifelong interest in multiple facets of design. Growing up between a sewing machine and a sketch pad, she went on to fine-tune her skills through studies in fine arts and fashion design. Upon entering the design/build industry, she continuously researches trends in various markets, including retail, hospitality, exhibitory/events, interiors and architecture in order to provide valuable educational and inspirational resources to clients.