How to add a forest flavor to an AGM in the city?

Planning began in October and the customer’s wish was that SCA should be a clear sender and that the Group’s sustainability profile should permeate the meeting, which also had “a taste of the forest” as its theme. The goodie bag for participating shareholders would include spruce syrup and salt flavored with spruce shoots, and the food served during the day would also have a forest-scented touch.

With this in mind, Frosting developed a concept that refined the wishes and resulted in new exhibition material that could be combined with the existing. The decor on the stage was also given a boost to tie the various parts together into a whole, including forest-inspired, lush greenery that framed the environment where the decorative elements also hid technical equipment.

March 22 was the day of the Annual General Meeting at Clarion Hotel Sundsvall. The checklist of all the details that had to be in place on time contained 72 items, ranging from printed matter and a bell for ringing in to signage to guide visitors. A piece of stage furniture had been hastily repainted with odorless, quick-drying paint the night before to match the rest of the decor, and thanks to good partners, even a window pane with unwanted insight could be frosted at very short notice. At the last minute, it was also necessary to rearrange the signage and printed matter to best meet the adjusted requirements of the premises.

Something that really simplified planning for both this AGM and future events was a new solution for logistics and storage of exhibition materials. Frosting proposed a collaboration with Ågrenshuset in Örnsköldsvik, which SCA accepted. This means that all material previously stored unsorted in Stockholm was moved to Örnsköldsvik, which is a more strategic starting point for SCA, which mainly conducts its operations in northern Sweden. Ågrenshuset was responsible for sorting all trade fair materials and now SCA can easily log in to a web shop, get an overview of the entire range with dimensions and order the exact units they want delivered to the current event. The solution streamlines work and also contributes to SCA’s important sustainability profile by reducing transportation.

Thanks to frequent coordination with the customer and our partners, the AGM went according to plan. Before the event, we made many site visits to the premises and created detailed sketches of the exhibition material and its placement. We are very pleased with the trust from SCA and congratulate on a successful AGM where the forest played the tasteful main role.

Annelie Thorsell was the project manager, Mikael Ejemar Vikström was the art director and copywriter Håkan Norberg was responsible for the concept idea and text work.