Kodak

Overview

Kodak asked Jack Morton to design their brand experience at drupa, the largest printing equipment exhibition in the world. We didn’t want to merely build a stand. We wanted to create a dramatic home for an iconic brand that has reinvented itself as a natural home for creative minds.

Objective

Kodak wanted to generate awareness and leads.

Target audience

Print professionals and influencers. The audience at drupa was passionate about the cross-over between the digital world and the real world. They loved the ability to create actual print that you hold in your hands – images that can’t be swiped into oblivion with the flick of a thumb or that fail to exist when the power runs out.

Insight and strategy

When it comes to creativity, Kodak has existed to actively empower creative individuals over more than a century. The brand experience at drupa needed to reflect that Kodak’s relationship with creativity isn’t just skin-deep – it runs through to the heart of who they are and has the power to reinvigorate the brand.

Idea

Introducing Kodak Quarter. A regenerated urban space designed to celebrate the best of print media.

Experience

Because our idea was to have the brand experience look like a regenerated city hot-spot, our urban-city concept provided a new way to structure Kodak’s offerings.

• A mini-mart held all the product packaging.
• A gallery featured posters.
• A New York loft featured all the unusual objects that could be printed by inkjets.
• A newsstand held all kinds of paper prints.
• Cafés were filled with designer coffee table books and meeting spaces were filled with free high-quality prints that visitors were encouraged to take with them.
• Distinctively branded yellow bags contained brochures and small gifts, providing a mobile brand presence as people who took them walked through the exhibition space.