RaceFace Brands

When the RaceFace family of brands, including Marzocchi, Fox, and Easton, decided it was time to refresh their event circuit presence, the team understood that the unique requirements of the project presented several challenges. The existing footprint had been repeatedly modified over the years and was lacking a sense of cohesion, with pieces rotating in and out of appearances and assets that were starting to show their age. It was time for a ground-up reimagining.

Initial discussions between SQ and the brand teams focussed on the need for a mobile solution that would support a unique, attention-grabbing presentation for each brand. The goal was a highly sophisticated visual presence and ultimate DIY-level simplicity in setup and strike, creating a 4-brand roadshow that could fit into one trailer for transport.

The Sequoia team embarked on a deep dive into the essence of each brand, learning the nuances of their individual consumer relationships, pouring over product catalogues, and extracting every bit of available wisdom from the brand and product teams. In this process, the SQ project team identified that they were missing important client-side perspectives and quickly  broadened the stakeholder group to ensure that pre-design speccing and research was fully comprehensive. This expanded view of the project was a significant turning point. With the right people in the room, SQ uncovered important details about product handling, security requirements, inventory particulars, transport needs, and install/dismantle capabilities on the client event team. Finally confident that they had a firm grasp on the what and how, it was time to break out the sketch pad.

For the SQ design team, inspiration came from innovative showroom designs already in use by the client. Sequoia set out to create immersive environments for each brand against the backdrop of a long list of technical and field use requirements. Employing a mix of materials and vibrant graphics, they developed spaces that were visually compelling and operationally efficient, capable of being transported, set up, and dismantled by the brands’ own teams across North America. The designs were consistent in look and feel with existing fixed-location showrooms and retail displays, ensuring a sense of familiarity and continuity for guests who had previous experience in any of these branded environments.

One of the project’s key achievements was its innovative approach to product displays. Sequoia extended a magnetized solution that allowed for flexible setup and emphasized the products as the focal point of each space. “The client was actually quite minimalistic when they referred to their products, and they wanted those products to be the hero,” noted production lead Al Robertson, highlighting the brands’ desire to prioritize product innovation and design quality.

The endeavor presented unique challenges, especially in showcasing high-value products. The brands’ products varied in size and required nuanced display solutions to highlight subtle differences. Additionally, the need for security measures to prevent theft, while ensuring products were accessible for attendees to touch and feel, added complexity to the project.

“Each one of the portfolio products had its own unique challenges from a display perspective.” Robertson remarked. The key was underscoring the intricate considerations involved in product presentation. The design solutions had to ensure that products were secure yet inviting, fostering a tangible connection between attendees and the brand.

To add to the complexity, managing an organized system for inventory and storage between events was paramount. The operational challenge of transporting all four brands in a single trailer demanded not only ingenious design to maximize space but also a strategic approach to packing and unpacking the displays. This aspect of the project highlighted Sequoia’s capability to navigate the logistics of creating engaging, brand-centric, and operationally viable environments.

The project’s success was evident in the positive feedback from RaceFace and its sister brands. The new event environments enhanced brand visibility and facilitated deeper engagement with attendees, enabling highly memorable interactions. The project transcended traditional event environment design, requiring a significant degree of experiential marketing mastery, prioritising brand identity and operational efficiency, and an ability to blend in-depth brand understanding with innovative design while balancing beauty, ruggedness, and install/dismantle simplicity in the fabrication process.

Through the collaboration, RaceFace and Sequoia have elevated the brands’ visibility and audience engagement, standing as a vivid illustration of how rigorous business case and requirements analysis, innovative design, strategic planning, and a deep understanding of brand identity can transform an event landscape, creating spaces that are not just seen but experienced.