Atlas Copco – Mine Expo
- Location: Las Vegas
- Industry: Construction & Excavation
- Size: 80×80 & Larger
Industry: Construction & Excavation
Show: Mine Expo
The Future Of Mining Is Now
Atlas Copco, sitting at the forefront of automated mining, wanted to spread the word that the Future of Mining was Now. Their comprehensive offering of automation platforms is pushing the mining and construction industries into the future. The space needed to convey this message at every point of interaction.
Atlas wanted to portray an image that their product line is continuous, that each area of product works symbiotically with the others. This level of brand representation needed a cohesive environment to live in; one that clearly showed an accurate hierarchy of information.
To do this, we used what was already in place. From the clear designations Atlas Copco already has in place involving their identity from print to products, the space was laid out to represent each area as one circular body. In the exhibit, you could bounce from a blast hole drilling rig to a small underwater pump and understand that each, while yes different in function, could easily be seen as descending from the same parent of thought.
Building A Booth With Construction Machinery
The main elements of the booth were Atlas Copco’s products, from large too small. The walls that encompassed these elements needed to be seen as only a shroud that offered shelter and understanding for the brand. Considering the placement of the exhibit within the showhall, a large circular gesture was created to form an environment that felt completely emersive. The structure offered only views of the Atlas brand at all angles, seemingly removing you from the rest of the MineExpo show. The piece also gave a clear canvas for broadcasting the Atlas Copco message that “The Future of Mining is Now.” A secondary layer of fabric brought a familiar gesture, a printed rock texture. This offered the equipment a sensible place to rest and correlation to the environments each was to be used in.
The Design was approached as a physical representation of the Atlas Copco brand. Clean lines, bold color and simple curved form. Each of these mentalities is clear when looking at the Atlas Copco product line and the space had to echo this philosophy. Atlas Copco wanted the theme of automation to be obvious and understandable when traveling within their space. We used a central Command Center, a representation of what is used to conduct remote procedures in. This was the epicenter of the space, with all of the equipment radiating from it.