Multiple Lines, One Strong Presence
The International Premium Cigar & Pipe Retailers Association is the oldest and most active association of tobacconists, and its international convention brings together vendors and retailers looking to discover new merchandise. Davidoff’s challenge was to showcase nine brands, each with a unique identity and story, without diluting the entire portfolio or overshadowing company heritage.
A Cohesive Journey
Matrex developed an 80’ x 100’ self-guided experiential journey consisting of individual showroom vignettes that exposed participants to the essence of each brand while still creating the perception of equal prominence.
As visitors traveled through the Davidoff portfolio of fine cigars they were surrounded by imagery, colors, and aromas native to each line; every aspect was distinct and dedicated to telling a unique story. Matrex brought each brand to life: from leather club chairs for the iconic Winston Churchill to burning bourbon barrels for the intense Camacho’s American Barrel brand to a two-story glass and wood humidor for Avo’s classic sophistication. Attendees had the opportunity to savor over 5,000 cigars that were placed exhibit-wide.
Our carefully crafted traffic flow strategy exposed 100% of attendees to Davidoff’s brand portfolio, while the unique individual showcases encouraged meaningful connections with customers. Our personal tour approach not only drove awareness for under-represented brands but led to strong brand recognition and orders for all lines. Finally, Davidoff was proud of their well-earned victory: the exhibit won Best of Show.