Lacroix City 50sqm Booth - SMCL Trade Show
Lacroix City targets local government technicians, elected officials, and public decision-makers responsible for urban lighting management. At SMCL 2024, the brand needed to simultaneously establish its legitimacy as a long-standing expert in connected public lighting, clarify its modular offering—comprising two complementary solutions, Tegis for connected management and SensyCity for smart detection—and create the right environment for both technical and commercial discussions with a diverse range of stakeholders.
AUKARÉ
expertise
The challenge for AUKARÉ: design a stand that speaks two languages at once. One of rigorous product demonstration for technicians, and one of premium hospitality for institutional decision-makers. 50 sqm to house interactive demo kiosks, a welcoming hospitality area, and a strong architectural signature capable of making Lacroix stand out in a hall saturated with public lighting providers.
Every converted visitor is the result of an architecture designed for qualification: the method for turning a stand into a true lead-generation machine begins with the design of the demonstration areas.
What the team has created
The AUKARÉ team structured the 55 sqm space around a sharp architectural contrast: a central, enclosed volume made of vertical wooden slats—serving as both the stand’s visual signature and a private reception area—and a technical perimeter open on three sides, organized around standalone demo kiosks. The wood is not just decor; it is the backbone of the stand. Each kiosk (Tegis, SensyCity, Sogexi) acts as an independent discovery station, allowing visitors to engage with the product before even speaking with a sales representative.
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Architecture & Materials
The stand’s foundation is a central volume made of light-colored vertical wooden slats, chosen for its dual role: creating a private reception area within the stand and establishing an architectural signature in the aisles that is immediately distinguishable from the surrounding stands with their flat, printed panels. This use of wood creates a sense of breathing room in a highly technical hall, signaling an accessible and human-centric space that aligns with Lacroix’s positioning as a field-based player rooted in the realities of local authorities. The lacquered white framing and gray columns provide a contemporary, professional structure, allowing the navy blue of the Lacroix brand identity to stand out on kiosk backgrounds and product panels.
Colors & Identity
Two chromatic registers structure the stand without the need for partitions: light wood and white for the reception area and central volume, and deep navy blue for the technical demonstration zones. This color shift instinctively guides the visitor: the wood invites them to enter and sit down, while the blue signals information and product demonstration areas. Discipline through material is the project’s core concept: across 50 sqm, the alternation between warm wood and technical blue creates a perceived distinction between hospitality and demonstration without sacrificing the stand’s openness.
Technical Features
Three demonstration kiosks form the technical heart of the stand. The SensyCity kiosk showcases the smart detection and local lighting management system, featuring physical hardware mounted in a real-world setup and a computer displaying the supervision interface, allowing technicians to understand the system through self-guided exploration. The Tegis kiosk, a white gantry structure with LED backlighting, replicates the actual configuration of a street cabinet with controllers and modules mounted directly onto the unit, complemented by an interactive screen. The Sogexi kiosk completes the setup by focusing on external power control. This triple-kiosk arrangement allows Lacroix teams to use the units as a first point of contact, enabling them to focus on qualification and face-to-face conversion.
Visitor Experience & Journey
The journey was designed in three stages:
1. Long-distance capture: The wooden slat volume, the suspended Lacroix banner, and the wall-mounted screen visible from the main aisle identify the stand immediately. The contrast between warm wood and technical blue creates a silhouette that is legible from a distance in a trade show dominated by uniform institutional blues and whites.
2. Invitation to enter: The demo kiosks, open to the aisles, invite technicians or officials to stop and interact without commercial pressure. Each kiosk is self-explanatory. Visitors can grasp the essentials of each solution in two minutes of self-guided reading.
3. Engagement and conversion: Once inside the space, qualified visitors are naturally guided toward the central volume, featuring a reception desk, lounge area with a sofa, and an interior screen. Visitors don't just discover Lacroix; they step into the demonstration.
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