Creating standout experiences from exhibition hall to retail floor
Client
Lowepro
Country
United States
Disciplines
Exhibition Design
Point of Sale
Sector
Retail
Lowepro is a globally recognised camera-accessories brand renowned for protective backpacks, cases and bags designed around the needs of photographers and filmmakers. Combining durable construction with ingenious, user-focused design, its products are built to protect valuable equipment wherever creativity leads, from everyday city shoots to the most demanding outdoor environments.
The brief
Lowepro asked BakerWilcox to support its presence across exhibitions, retail environments and point-of-sale throughout the UK. The work covered a wide range of applications, from large-format stand graphics and branded display areas to product messaging, demonstration materials and in-store communications. Our role was to interpret the Lowepro brand across these physical touchpoints, creating a consistent and engaging experience that helped showcase the range and communicate product benefits clearly.
BakerWilcox are very much an extension of our team, working closely with us to develop advertising, POS and online material to meet the needs of our business.
It doesn’t matter what comes their way they come up with effective solutions to support our marketing activity.
Loraine MorganDayMen International
The execution
We designed and delivered a broad range of exhibition and retail materials, from complete stand environments and large-format graphics to product displays, demonstration areas and point-of-sale communications. Strong imagery, clear messaging and carefully structured product information helped establish an immediate brand presence while making the range easy to understand and navigate.
The challenge was to create visually impactful solutions that could attract attention in busy trade shows and retail spaces while remaining practical, adaptable and unmistakably Lowepro. Each application needed to balance aspirational brand imagery with detailed product information and work within the technical demands of different venues, retailers and display systems.
For exhibitions, we considered the visitor journey as a complete experience. Graphics were positioned to create impact from across the hall, while product zones, demonstrations and supporting messages encouraged closer engagement. The stands needed to function as both brand showcases and practical commercial spaces, accommodating products, meetings and live interaction without losing visual clarity.
Successful exhibition design begins long before the graphics are applied. Understanding where a stand sits within the hall, how visitors naturally approach it and how they move through the space is fundamental to shaping the messaging and guiding the audience. Working with Lowepro gave us the opportunity to apply that thinking at scale, creating exhibition environments that attracted attention, encouraged exploration and brought people closer to the products.
RICHARD BAKER
At retail, we developed point-of-sale materials that helped Lowepro stand out in crowded environments and supported customers at the moment of purchase. Product benefits, compatibility and technical features were organised into clear visual hierarchies, while flexible display systems allowed the creative to be adapted across different store formats and product selections.
Close collaboration with Lowepro’s distribution partners, exhibition contractors, printers and retailers was essential throughout. From initial layouts and production artwork to technical checks and final installation, we helped ensure that every element was delivered accurately, consistently and ready to perform in its intended environment.
Unique Customer sales tools were created for retailers
We developed a coordinated range of point-of-sale materials, including product swing tags applied across Lowepro’s extensive portfolio. Each tag was designed to present essential features, specifications and pricing clearly at the point of purchase, using colour coding and a consistent information hierarchy to help customers compare products quickly while maintaining a strong, recognisable brand presence across the range.
