Paris in the Spring
While some people may think of Paris Hilton as only a beautiful celebrity who is seen in magazines, newspapers and strolling across the red carpet, the fact is that Paris Hilton is a bright, deliberate businesswoman who has built a solid, recognizable brand and empire and in the process, has attracted a strong, devoted following.

With a highly recognizable name and image representing a strong, fashionable, and dynamic brand recognized around the world, Paris Hilton is the perfect match for Gripping Eyewear. Looking to make a big splash and dominate the hugely successful eyewear marketplace, Gripping Eyewear teamed with Paris Hilton in a worldwide licensing agreement to design and distribute the first Paris Hilton Sunglass Collection. What better place than in Las Vegas at the International Vision Expo & Conference, for Gripping Eyewear, to showcase Paris Hilton and the sunglasses which reflect her style and design.

2020 Exhibits was challenged to create that perfect backdrop environment, in the form of a 20’ x 30’ exhibit that would not only showcase the Gripping Eyewear brand but also provide the ideal stage at the International Vision Expo & Conference Las Vegas (also known as Vision West 2009), for Paris to join Gripping as they launched the Paris Hilton Sunglasses Collection.

2020 Exhibits designed, built and installed a 20’ x 30’ exhibit experience that captured the attention of key retail buyers, conference attendees and the national and international media. Vibrant, pretty and feminine, the exhibit was much like the iconic image and showcased product line -- breathtaking.

Following exacting branding standards and guidelines is a way of life. From the placement of logo to angle, color and style of a background – these tools of trade help to build strong, unifying brand images and help our clients deliver upon their objectives and drive results. For this project; however, there was one very bold, bright challenge: color-matching a very specific, very exact, representative color created for one of the most recognizable and captured images of our time. While it can be said that pink is a pink is a pink, Paris Hilton Pink had to be unquestionably matched across a broad range of textures and mediums, from an imposing 20’ x 15’ double-sided fabric wall, to clear plexi-glass and solid white laminates. Crisp, clean white served as the backdrop with soft pink (yes, Paris Hilton pink) accents and fabrics sprinkled throughout. A mirror graphic image of the one found on the commanding fabric backdrop was featured on 42” plasma, which was neatly mounted and tucked into the fabric. A private conference area anchored the space; with 2020 Exhibits’ custom-designed retail-ready showcases featuring the many styles of the Paris Hilton Sunglass Collection angled through the exhibit.

Throngs of admirers and conference attendees flanked the Gripping Eyewear booth, as Paris Hilton made scheduled appearances and signed autographs. With lines two and three deep wrapped around the booth, many waited up to three to four hours to say hello to Paris and get her autograph.

Throughout the Vision West 2009, the Gripping Eyewear booth delivered. It was a star attraction, reinforcing the Gripping Eyewear brand and driving its business forward. As for 2020 Exhibits, we just can help ourselves: We are tickled pink. Future’s so bright, we gotta wear shades.

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