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Chiagouris says this type of showcase can also be far more effective than a traditional ad campaign. "Ads are very fleeting and don't generate the kind of independent interaction with a brand the way an exhibit would," he said. A show like this "takes something that has almost become wallpaper and suddenly puts it into your current mindset and consciousness."
Exhibitions also give designers the space and flexibility to fine-tune their message. In this case, the subdued, museum-like atmosphere creates a "mood that reflects the brand, somewhat elegant and somewhat understated," he said.