Standing out in a crowd can be a tough ask for any business selling at fashion trade shows, craft events, and other industry expos. Aisles of merchandise begin to blend away. The tight spaces and busy backgrounds of these venues do no favors to the hard work brands put into creating their products.
This was the problem San Francisco-based small business Umber & Ochre (U&O) approached us with over 2 years ago. Understanding their clothes deserved more than the quickly assembled IKEA racks, they endeavored to create a pop-up friendly retail space that was as exciting as and on-brand with the beautiful quality products they sell. The requirements: the displays must assemble and disassemble quickly, last for years of usage, and be small enough to transport to and from events.
What we have created for Umber & Ochre is a set of cohesive display stands that play perfectly into the U&O branding, setting the scene for a premium retail environment amidst the chaotic energy of these trade shows and exhibitions. Made of solid hardwood, with crisp corners and finely paired details, each display serves a specific function in the trade show setup.
Umber & Ochre’s brand is emblematic of high-quality fabric and craftsmanship, and the largest stand aims to support multiple of their product types, while leaving room for branding. It features a robust clothing rack to hang shirts, jackets, and dresses. An upper vertical drape section allows the U&O team to show off in-progress textiles as they would be on the loom. Two large shelves, one low, one high, allow display for folded clothing and an array of home decor items the brand has started to incorporate. The components of this stand are assembled (and disassembled) using high-quality stainless connectors. Every part knocks down into flat components that can fit effortlessly into the frunk of the Tesla.
Recent Umber & Ochre Retail Display in Chicago
Photo Credit: Umber & Ochre
Following the positive reception of their initial large display stands, Umber & Ochre sought to design another, more compact, clothes rack. Our first step was to understand the unique problems the new design was hoping to solve. In this case, our client's team needed more space to display hanging clothes. As a luxury brand, maximizing their product footprint without cluttering the space is important. The smaller rack would allow flexibility in filling out changing space needs from venue to venue. We began by rendering a few unique options for them to choose from, each intended to complement, not take attention away from, the larger stand. Once settled on the preferred style, we set about moving the design into reality: making it robust, repeatable in fabrication, and easy to assemble.
Rendering a sample trade show layout, we were able to assess which small display rack design best fit their goals and budget.
Image Credit: JOHI
The resulting clothing rack features the same Mahogany hardwood and detailed finishes as the original. Custom-branded mahogany covers cap each end of the hanging rods, so that the brand name is never far away. A removable lower shelf is incorporated to feature the U&O line of footwear. These smaller displays take just a few minutes to assemble and knock down. While they are lean and minimal, they can be loaded up with plenty of merchandise!
Small Display Rack - Umber & Ochre
Photo Credit: Umber & Ochre
Creating custom display solutions that elevate the work of other small businesses is one of our favorite types of projects. If you need help conceptualizing and fabricating a space for your business to make a bigger, branded impact, give us a shout.
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Back now to the gentle persuasion of woodwork.
Post by Raja Badr-El-Din • Product Designer & Co-Lead
