To support JEEP and RAM brand and product awareness, Trading Enterprises wanted to create a 6 week roadshow throughout the UAE, focusing on the all-new JEEP Wrangler 392, Jeep Grand Cherokee L, and RAM 1500 Limited. The fundamental elements of the stand design needed to remain the same at each location so that the stand could be repurposed at each location but it also needed to be flexible and customisable to differentiate each product identity. In addition to this, the space needed to be inviting so that customers were interested in coming onto the stand, exploring the vehicle & leaving their details to book in a test drive with the local showroom.
TOG created a container style structure that was able to be branded and merchandised for each model on display. While the structure remained the same, accessories, props, logos, furniture & materials were adapted to be in line with the guidelines of each vehicle on display. For example, the JEEP Grand Cherokee is positioned as premium family adventurer so stand elements like furniture & carpet were selected accordingly, and photo frames with family influencers were placed on shelves.