Schmidt , Decorex Exhibition Coverage
Decorex is where London's architecture and interior design community comes to see what's next. Schmidt needed coverage that matched the calibre of the audience , not a trade show reel, but a brand film.
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Decorex International is London's definitive interior design exhibition , the annual meeting point for architects, interior designers, and high-end specifiers. Schmidt's stand showcased new kitchen collections, interior features, and product innovations to an audience that evaluates design for a living. The brief was comprehensive: long-form film, short-form social content, and editorial photography, all produced across the exhibition and delivered as a unified content system rather than a collection of isolated assets.
The Brief
Deliver multi-format exhibition coverage , video, photography, and short-form social content , that positions Schmidt's Decorex presence as a brand statement to the professional design community.
The Challenge
- Decorex draws a highly discerning audience of architects and designers, so the visual treatment had to meet a professional standard that this crowd evaluates instinctively , anything generic would undermine Schmidt's credibility.
- The exhibition hall at Olympia London presents complex lighting: overhead fluorescent grids, spotlit stand displays, and variable natural light from the venue's glass roof, all shifting throughout the day.
- Capturing six gallery-quality editorial stills alongside a complete video production within the compressed timeframe of a live exhibition required parallel shooting workflows running simultaneously.
- Short-form social content needed native vertical framing and rapid-engagement pacing, but the stand's spatial design was optimised for in-person viewing, not portrait-format cameras.
- Visitor density fluctuates unpredictably at Decorex, making it difficult to schedule clean stand shots without either empty frames that lack energy or cluttered frames that obscure the product.
- The final assets had to serve both Schmidt's UK marketing team and their broader European brand communication, requiring a visual language that works across markets without localisation.
The Approach
- Arrived during the pre-opening setup window to capture clean stand photography before visitor traffic began, securing the six editorial stills without the constraints of a live exhibition floor.
- Ran parallel film and photography workflows: one operator on gimbal-stabilised video capturing the cinematic walkthrough, while a second focused on static editorial compositions of individual product displays and material details.
- Shot the long-form exhibition film as a structured narrative , opening with the Decorex context, moving through the stand's key product zones, and closing on material-level detail that rewards closer viewing.
- Produced the short-form social cut as a separate editorial piece rather than a condensed version of the long-form film, with its own pacing, soundtrack, and vertical framing optimised for Instagram and YouTube Shorts.
- Managed the exhibition's mixed lighting by white-balancing to Schmidt's stand illumination as the reference point, then correcting ambient spill in post-production to maintain material colour accuracy.
- Delivered the complete asset package , long-form video, short-form cut, and six edited stills , with consistent colour grading and brand alignment across all formats, ready for immediate deployment.
The Execution
The production ran across Decorex's setup day and the first hours of the public exhibition at Olympia London. The early access window yielded six clean editorial photographs of the stand , each composition framing a distinct kitchen collection or interior feature without visitor interference. Film production then shifted into the live exhibition, capturing the energy and scale of Schmidt's presence among the design community. Gimbal-stabilised movement guided the viewer through the stand's layout while detail passes isolated surface textures, handle profiles, and material samples that define Schmidt's premium positioning. The edit produced both a long-form exhibition film and a standalone short-form social piece, each graded to the same colour science but structured for their respective platform demands. All six editorial stills were processed to match the film's tonal palette, creating a visually unified content set.
The Outcome
The Decorex coverage gave Schmidt their most comprehensive exhibition content package to date , six editorial photographs, a long-form brand film, and a short-form social cut, all produced from a single event and aligned to a consistent visual standard. The photography provided immediate collateral for Schmidt's digital communication, while the video content extended Decorex's impact well beyond the three-day event window. Alongside the earlier Grand Designs Live coverage, this project established Morax as Schmidt's production partner for exhibition content , a recurring brief that now runs across the UK's major design events.
Exhibition content that works beyond the event
Film, photography, and social content from a single exhibition day , structured as a brand toolkit, not just event documentation. If you're exhibiting at a major design show, let's plan your coverage.
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