JOHANNESBURG — Gearhouse South Africa provided custom-built indoor and outdoor stands for Indian automaker Tata Motors at the 2008 Johannesburg International Motor Show at the Expo Centre. Robyn Mulligan managed the project via GSA subsidiaries Sets, Drapes and Screens (SDA) and In2Structures. The indoor stand, designed by Leon Erasmus from Leg Studios in Cape Town, measured nearly 800 square meters and was finished in white Harlequin flooring for a sleek, contemporary look to showcase Tata’s new passenger vehicles. SDS’s Craig Pretorius coordinated the build.
The outdoor stand consisted of a three-arch MaxiDome structure, used as a roof configuration with three straight bays, closed at one end via a spherical dome, with a curved cantilever at the open end. This was used to display Tata’s various commercial vehicle lines, with the build overseen by In2Structures’ Otto Wijnberger.
The exhibit stand indoors was the largest project yet for GSA’s newest company, SDS. Leon Erasmus has worked with Gearhouse on many previous projects, and this was his first for Tata. He received a functional brief from the client that included the number of vehicles on display and the operational and branding requirements of the space throughout the show.
Once Erasmus’ less-is-more design had been accepted, Craig Pretorius and the SDS crew fulfilled his vision for a seating area, information counters and two six-meter high cabins left and right, ensconced in infinity curves. The cabins were fully furnished and air-conditioned and used for meetings, a boardroom, administrative areas, technical areas and kitchens.
Pretorius used Arctic White Harlequin to cover the entire stand, and sent two flooring experts from the U.K. to help the SDS team install it.
Gearhouse LD Hugh Turner used Power PARs supplied by U.K.-based Static Light Company to light the vehicles. Turner also used standard ETC Source Four PARs to highlight selected areas and the 400W Metal Halide floodlights to create an overall mood. These fixtures were rigged on trussing flown in the ceiling above.
Two custom-made circle trusses were hung over the vehicles. Each carried 12 Martin Professional Mac 2K profiles for the reveal. The lighting emphasized the stand’s cool white colors and highlighted the products on display. The indoor stand took six weeks to build in the SDS workshop in Johannesburg and also took 12 days to erect on site.
The main criterion for the outdoors display was to make an impression with the shape and construction of the 2,000 square-meter MaxiDome. This version of the dome incorporated a hexagonal mezzanine level for VIP hospitality, a lounge bar on the upper level accessed by a double staircase and a cocktail area on the lower deck. Gearhouse’s Tim Dunn created this particular Dome stand concept for Tata in for Auto Africa in 2006.
The front pair of arches created the braced bays needed for the structure. The two remaining bays had no base details, which allowed the vehicles to be located in the openings.
Gearhouse supplied all lighting, sound and AV requirements inside the Dome, which was used to launch Tata’s new Ace mini truck. The structure required a six-day site build.
“We work with Gearhouse South Africa because of their expertise, commitment to quality, co-operation and fantastic team of people,” said Dickie Khambatta, Tata’s assistant general manager of communications.
“Gearhouse have been working for Tata since 2006, but this year’s assignment was particularly challenging because we were building the passenger stand for the first time,” said Robyn Mulligan, of the indoor installation.
“Mr. Khambatta has an extraordinary eye for detail and as Tata exhibits at all the major international motor shows, we wanted to deliver a world class stand that would honor the Tata brand,” Mulligan added. “I believe that we did this very successfully due to our fantastic team.
“Craig, Leon and everyone worked tirelessly to perfect all details,” Mulligan continued. “I knew we had got it right when Mr. Gupta, chairman of Tata Sons and Tata International, asked me if we could ship the boardroom that was designed especially for him to India as he would love to have it in his home.
“As always, Otto and his team from In2Structures built a stand that everyone spoke about with admiration,” Mulligan said. “The sheer size of it was a sight to behold. Otto’s structure, combined with all the design elements proved that you can deliver a sophisticated outdoor exhibition stand that aligns itself to the client’s brand as well as their need to host their clients in comfort and privacy.”
For more information, please visit www.gearhouse.co.za.
