With a rich 40 year plus history, it’s safe to say that Glee – the leading annual trade exhibition for the garden and outdoor living retail industry – has witnessed somewhat of a style evolution over the last four decades. Now, as we head towards the 2017 show, the show’s branding and creative and has been updated once again, creating a new look that is bolder, brighter and brimming with freshness.
Rolled out across Glee marketing collateral, dedicated website and throughout the show itself, the new branding is reflective of the changes taking place at the exhibition. Following a continued period of growth, Glee’s proposition is developing to meet the ever-evolving needs of the market which it represents. The new look has been designed to breathe new life into Glee, creating a visual backdrop that is both modern and relevant, and unlike anything that the show has seen before.
The inspiration for the innovative design came from leading trend forecasters, WGSN’s latest research. From the colours that will be ‘in’ throughout the coming season, to creating a look that packs a punch, Glee’s new creative is set to inspire and excite both exhibitors and visitors alike.
Featuring a bold new colour palette of the latest pantone colours, the new logo will be supported by new sector specific logos, designed to make navigating the various aspects of the show much easier. The overall branding also benefits from using photographic negative images that together with the new colours create a real eye-catching and contemporary design.
Glee’s Event Director, Matthew Mein, said: “Glee is changing; it’s growing and maturing. The last few years have been a period of notable change for the exhibition, and now felt like the right time to launch the show with a brand-new look and feel, featuring a design that feels both relevant, timely and modern. Glee’s proposition regarding both its added-value show features and new product innovation is very much focussed on latest trends, and we wanted to carry this theme across all aspects of our planning. It’s a very different look for Glee, but I believe it is reflective of the evolution that garden retailing is currently undertaking, and I hope that our exhibitors and visitors will like the changes as much as we do.”
To view Glee’s new look be sure to visit the exhibition’s newly launched website – www.gleebirmingham.com. User-friendly, and featuring the latest product information via its ‘great products’ link, the new website makes it even easier for suppliers and retailers to optimise their Glee journey both in the lead up to and during the September show. A new FAQs section will also arm exhibitors and visitors with all the information they will need to maximise their time at the show.
Matthew added: “Gleebirmingham.com is an essential part of Glee’s year-round offering, and offers a number of benefits from planning your visit to showcasing the latest product innovations, the website has been stripped back and updated to create not only a visual feast but also a tool that is easy to navigate, providing a 365-day resource for the garden retail industry.”
Glee is the UK’s leading garden and outdoor living trade retail show, focussing on building year-round profits within core product categories including Garden Care, Landscaping & Garden Decoration, Outdoor Entertainment, Pet Products, Speciality Food and Catering, Home, Gift and Clothing, Plants and a dedicated Retail Experiences section. Each year the show attracts thousands of buyers from top retailers, such as leading UK garden centres, builders’ merchants, multiple retailers, and DIY stores. To keep up-to-date on all the latest news log onto www.gleebirmingham.com or call 020 3033 2160 to find out about exhibiting.
