To dramatise how Kodak is reinventing itself as a natural home for creative minds, we looked at how the industrial hearts of our cities have undergone the same transformation. We designed and created ‘The Kodak Quarter’ experience; a vibrant, regenerated city-hotspot environment for an equally re-energised brand. It was the perfect setting to show how Kodak’s cutting-edge print technology offers the tools for the next generation of creative thinkers to express themselves. It naturally housed printed product packaging in a mini-mart, large format posters in a gallery, racks of paper print in a news stand and featured inkjet-printed objects in a chic loft-style apartment. As well as offering stylish post-industrial cafes and hangouts for visitors to network and do business.

Our regenerated urban hot-spot design vernacular enabled an innovative way to display and demonstrate Kodak’s technologies and solutions. For example, a mini-mart held varied samples of product packaging. An art gallery space featured luscious poster prints. A New York-style loft apartment featured a number of unusual objects that could be printed on with inkjet printers. A newsstand held all kinds of paper and magazine prints.

Additionally, we created a number of networking and meeting spaces in the form of trendy cafes and hangouts; spaces that encouraged visitors to spend time and do business with Kodak. These spaces were filled with designer coffee table books and free high-quality prints that visitors were encouraged to take with them. Distinctively branded yellow bags contained brochures and small gifts, providing an additional brand presence, as the people who took them walked through the exhibition space.

By exciting our audience with a story of how creativity brings new possibilities ‘The Kodak Quarter’ reinvented the client’s expectations too, enabling Kodak to achieve 187% of its sales target. 31% of show attendees spent time on the stand and over 33% of stand visitors spent over 10 minutes with the brand. There were 500 stand visitors at any one time and 2.6 million Twitter mentions about Kodak’s presence at the show.

Printing legend Frank Romano called it “Disneyland for printing geeks.” Drupas’ director said “The stand has become a must-see,” and Magda Koncar of Grafik magazine called it “By far the most interesting at the whole fair.”

Most importantly, 2,847 leads were captured, 128 letters of intent signed and 156 contracts signed at the show. Results well worth printing.