Pasqual Arnella

VM Display Show 2023: Paper Paste consolidates its position at this exhibition

12 June 2023

Pasqual Arnella was once again present at the VM Display Show 2023 in London, as we did in 2022. The event, which took place on 18 and 19 April at the Business Design Centre, is the oldest trade fair in the visual merchandising sector, where retailers, designers, companies dedicated to the leisure and entertainment industry, and in general any company offering visual display services, participate every year.

This year we participated together with Paul Brooks from VMI (Visual Merchandising Innovations), Retail Monkeys, Paper Paste Living and other partners. The stand we organised showcased Paper Paste Living‘s home décor items with our torsos and mannequins. It was an excellent opportunity to explain to the attendees all the possibilities of visual merchandising that paperpaste offers.

As Stanislav Šik, co-founder of Retail Monkeys, comments, «the main goal was to create a stand where various partners could present their products and services under one “umbrella” brand, VMI (Visual Merchandising Innovations). Retail Monkeys and Dakacom presented their circular marketing campaign approach, where a paper campaign can be turned into a paper paste VM tool by giving it a second life. This story was presented with the support of the main headline Bye bye, greenwashing. The scenario simulated a forest, with trees, leaves, etc., all made of paper».

Pasqual Arnella and Paper Paste Living, with their exclusive line of products made from recycled paper, were the best example of this type of visual merchandising tools, giving a tangible idea of how the whole process can work and what the result of the upcycling process can be.

Innermost, a company specialising in designer furniture and lighting, was another participating partner, with its sustainable line of designer chairs made from fishing nets taken from the ocean. We also had the presence of Trison, which brings digital solutions such as screens, sensors and perfumes to the retail environment.

The entire stand was designed and produced on paper, using only water-based inks that can be easily recycled.

According to Paul Brooks of VMI, this VM Show was mainly about innovation in visual merchandising, such as VMI, the new VM platform he created, although this innovation can be both technological and visual. In terms of technology, VMI showcased the “lift and learn” system, scent marketing and hologram displays. In terms of innovative materials, Pasqual Arnella’s paperpaste featured prominently in the display of both his own products and Paper Paste Living furniture.

For Pasqual Arnella, perhaps the most remarkable collaboration was the one with Retail Monkeys, as it was the first time that the concept of a 360° sustainable and biodegradable product was applied to visual merchandising. This new approach allows us to completely recycle existing sustainable marketing campaigns into a VM tool, such as a paper paste, a mannequin or an accessory.

All in all, this has been a very successful event for Pasqual Arnella, to continue to extend its sustainable influence in the UK retail and fashion markets.

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Pasqual Arnella
PASQUAL ARNELLA S.L. en el marco del Programa ICEX Next, ha contado con el apoyo de ICEX y con la cofinanciación del fondo europeo FEDER. La finalidad de este apoyo es contribuir al desarrollo internacional de la empresa y de su entorno.

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