Categories: Blog


Brand perception

Brand perception… RHS Hampton Court Palace Flower Show is the largest flower show in the world. It runs for a week every July and attracts over 130,000 visitors. Alongside incredible show gardens and floral exhibitions, the show is a prestigious platform on which quality brands can promote their products to a keen and engaged audience.

Exhibition MarqueeGlobal giant Bosch produces a premium range of garden tools and accessories, so it’s little wonder that the company would want to have a presence at Hampton Court. Working on behalf of Bosch, a marketing agency had designed a stand for the show and duly hired a marquee. Unfortunately, once the marquee was in place it was obvious that it was not at all suitable for a brand such as Bosch – which is why Lifestyle marquees received an urgent phone call late one afternoon and just a few days before the show opened.

The agency needed to source a replacement marquee that would match their design concept and have it installed immediately. It was a tall order by anyone’s standards – heading towards the weekend, our installation teams were already hard at work preparing marquee structures for a number of other events. However, some fast thinking and a strong desire to help rectify a disastrous situation led us to accepting the challenge and just two days later one of our marquees was up and ready to be dressed.

Image on the left shows the original marquee, followed by the concept plan and on the right the Lifestyle marquees solution

Our marquee versus existing marquee

Lifestyle marquees marquees are always fit for purpose

We installed a 9m x 9m frame tent and, rather than standard 2.4m legs, built the structure using 3m legs to give the stand a more spacious feel, as well as creating more synergy with the stands on either side. As dictated by the design concept, the front and sides were left open with flat lining walls at the rear of the structure. The agency asked us to adapt their design by adding two extra legs at the front and we put boxed columns around the exposed legs for a smart finish.

At Lifestyle marquees we understand the importance of brand building and conveying a brand accurately – as part of our service to corporate clients we offer the option of physically branding a marquee structure. In this particular instance, the marketing agency already had a branded gable that they wanted us to utilise. Whilst it wasn’t a perfect fit, the team did an excellent job of making it look good. The overall result was a quality corporate marquee, fit for purpose and exactly what was needed to show off Bosch’s products.

IMG_0277Needless to say, both the marketing agency and Bosch were delighted with the marquee. Our client, who had an impending disaster on her hands just 48 hours earlier, said: “Everything went really well. The team was professional and worked proactively with me to get every last detail sorted – very happy with the outcome!”

The moral of the story is, of course, that you get what you pay for. The original marquee would have seriously tarnished the Bosch brand – visitors to the stand would have been utterly confused and questioning their perception of the brand. Lifestyle marquees successfully made the marketing agency’s design concept a reality and delivered a quality environment that supported Bosch as a premium brand. Being brought in at the last minute isn’t an ideal scenario but we were very pleased to be able to step in and be able to demonstrate the high standards of workmanship and our own quality products, for which we’ve earned an excellent reputation.

If you’re planning a corporate event why not talk to Lifestyle marquees – call us on 01483 322070 or email