Maton Guitars · The Shiny Agency
Award-Winning Trade Show Display
Staging seventy-five years of a guitar brand at the world's largest trade-only music show.
The NAMM Show is the largest trade-only event in the music products industry. Working with The Shiny Agency in the U.S.A., I led creative direction on Maton's stand — telling the story of the brand's first seventy-five years while presenting the product.
- Client
- My role
- Discipline
- Status
The challenge
Seventy-five years of a brand, in a hall full of noise
The NAMM Show is an annual event in the United States organised by the National Association of Music Merchants, described as the world's largest trade-only event for the music products, pro audio and event tech industry.
Maton was arriving at a seventy-fifth anniversary with two things to do at once: present the current product to a global trade audience, and tell the story of the seventy-five years that produced it. Those pull in opposite directions on a stand — one wants the instruments front and centre, the other wants room to read.
The approach
One stand carrying both the product and the history
Working with The Shiny Agency in the U.S.A., the stand was designed as a single piece of brand storytelling rather than a product display with signage attached.
Direction
Creative direction
Narrative
Seventy-five years, told on the floor
Show collateral
Delivery
An international build
The outcome
Best Trade Booth Design, 2019
The booth won the 2019 Philadelphia Art Director's Annual LOUIX Award for Best Trade Booth Design.
In their words
Client feedback
John Avondolio — Partner, Director, Client Engagement at Shiny Agency
Mark was terrific at providing clear creative direction at the beginning of the project and worked seamlessly with our team. Mark's input was instrumental in shaping the final product and helping our agency win the 2019 Philadelphia Art Director's Annual LOUIX Award for Best Trade Booth Design. Mark is a tireless and flexible leader for the Maton Guitars marketing team. He has great strategic instincts that help him to solve the big creative challenges in a decisive manner.