Reed Exhibition’s ‘International Jewellery London’ takes exhibition environments to another level with new Arena Mezzanine

Reed Exhibitions is the first exhibition organiser to install a temporary mezzanine in a fixed venue, contracting Arena Structures’ Showdeck to increase floorspace within Earl’s Court Hall 2. The mezzanine was unveiled this week at Reed’s prestigious International Jewellery London (IJL) show - the only premier dedicated jewellery industry event in the UK.

Working in close collaboration with the industry, IJL created a ‘Design Gallery’ on the upper mezzanine with the emphasis on showcasing the best of contemporary international and British design. With an aspirational atmosphere, the Gallery not only promoted established designers like Shaun Leane, Monica Vinader and Sarah Jordan but also up-and-coming new talent such as the IJL Bright Young Gems.

The Gallery created a real buzz and sense of excitement with the designers reporting that they all enjoyed an extremely productive show with some experiencing phenomenal sales.

“The Design Gallery has worked brilliantly. There has been a positive atmosphere throughout the event and the Gallery has provided a perfect dedicated showcase for the cutting edge contemporary designers exhibiting in this area.” Sarah Jordan, Designer and exhibitor

“With the launch of the new Design Gallery, IJL is beginning to look like the best of the European shows, such as Basel and Inhorgenta.”
Leo De Vroomen, fine jeweller and designer retailer

The Showdeck mezzanine was first previewed at the Showman’s Show exhibition and the Farnborough Five launch event earlier this year. Arena Structures has vast experience in supplying multi-level outdoor temporary structures, and Showdeck has developed from that same engineering and installation expertise, to create an indoor mezzanine suitable for a fixed venue.

Arena’s Managing Director Grahame Muir and Reed’s Operation Director Piers Kelly began discussions 12 months earlier to develop the concept that would allow International Jewellery London (IJL) to accommodate growth, whilst maintaining its established atmosphere in Earls Court 2, enjoyed by exhibitors and visitors alike. Arena’s Jeremy Perkins became the project director who took the initial concepts and managed them through to delivery.

Speaking at the event, Grahame Muir said:
“We are delighted to have been chosen by Reed to be their service partner in this innovative project. On their part it was a leap of faith and is a testament to their professionalism and vision through the early planning stages to do something no other organiser has undertaken to my knowledge. We have delivered a temporary 2,000m² mezzanine, complete with custom branded staircases, smoked glass handrails and disabled elevator and the overall attention to the finest details has created a high quality finish in line with the standards required by the design led show.
“It is great for the Arena Group to be able to launch Showdeck to the exhibition market at such a prestigious show in such a prestigious venue. It has meant working to the highest of standards; creatively and logistically - with two days to build then only one day to remove, and managing all the health and safety considerations required by the venue, in line with our own stringent standards.’’

“When it comes to installing temporary two and three storey structures we have a lot of experience and equipment, so we’re very confident and excited at the prospect of working with more exhibition organisers to create revenue generating feature areas in other fixed venues.”

Chris Hartley, International Jewellery London Event Director, was equally enthusiastic about the addition of the new floor to the event:

“Initially we were very mindful that we were introducing a dramatic change to the existing format of the Show which exhibitors, in particular, have become familiar and comfortable with. However, we opened the doors to IJL 08 and immediately knew we had a winning new feature.”

“Everyone involved in the project (the venue - Earls Court, stand builders - Early Action Group, our teams from Reed and Arena) has worked seamlessly together to create a feature at IJL that has exceeded all expectations, for both exhibitors and visitors.”

Jeremy Perkins 07768 008880