with venture collaboration with a dubai-based company, dr. fixit’s revolutionary waterproofing product launch in india was the essential focus of this exhibition. it was designed in a way to highlight two application areas under this new product : horizontal (roofs) & vertical (walls) surfaces. two abstract design pods were created to showcase true solutions for walls and roofs. the entire stall was given a concrete texture that gave it a “construction site” look. for more efficient and direct communication about the product launch, graphic elements were printed on a wallpaper on the concrete surface. the exhibit stall effectively portrayed the new waterproofing solution developed by dr.fixit in the joint venture to b2b as well as b2c clientele.