In a huge exhibition hall, it was important that Spier stood out from the rest, leaving visitors with a lasting impression about the different facets of our farm: wine, food hospitality, and sustainability.
Although the stand had four corners, there were no walls. This reduced the amount of materials required and created a sense of inviting spaciousness to draw people onto the stand.
“This openness embodies our belief that Spier’s future is intertwined with the community and environment we’re a part of, requiring holistic and collaborative approaches to the way we do business,” says Annebelle Schreuders, Spier's marketing director.
While our busy bar served up tastings of wines from our different ranges, an interactive area allowed people to learn more about the farm. People could look around, reading stories and looking at pictures, with tactile elements (such as real vegetables and wildflowers from the farm!) that told the story of various initiatives that underscore our commitment to sustainability: Tree-preneurs, our eco-friendly wastewater treatment plant, farming and farm-to-table eating experiences. There was also information on our newly-restored historic Werf and our support for the arts.
It was important for as much as possible of the materials used in the stand's construction to be recycled or up-cycled. Wine bottle lamps cast a warm glow over reclaimed South African pine surfaces that provided a naturally textured and farm-style feel.
To further the stand’s impact beyond the exhibition, there were gifts – everyday objects with a difference that reminded visitors of the impact they can make through reusing or recycling. There were seed pencils, coasters, matchbooks and postcards – each containing a seed to plant after use. There were also spekboom plants in biodegradable containers.