HOBBY-X 2019

March 2019

CNA is a household name with close on 170 stores countrywide, offering a full spectrum of stationery across scholastic, home office and fashionable on-trend items. In addition, there is a renewed focus on arts & crafts as well as education across all stages and ages.


We were tasked to design a CNA-branded exhibition stand for Hobby-X Johannesburg at the Ticketpro Dome – an annual expo that showcases a wide variety of equipment, supplies and ideas for a range of creative pursuits. The stand needed to make optimal use of the floor space provided and include areas for merchandising, arts & crafts demo’s and one-on-one visitor engagement. The look and feel of the stand also needed to inspire creativity, be clearly recognisable as CNA and include messaging to help reinforce the retailer’s position as South Africa’s favourite stationery store.


We created a CNA-branded stand design that allowed for shelving for merchandise, a workstation for craft demo’s, point of sale, as well as an interactive area for customers to engage with the brand, including a ‘selfie’ area to encourage social media sharing, as well as a roaming camera crew for real-time customer interviews and mounted TV display with pre-recorded CNA What’s Your Story campaign footage and recent event feedback, all playing on a loop. We also created visitor handouts that outlined the schedule of demo’s happening at the stand during the course of the expo. The end-result ticked all the boxes – from the desired look and functionality of the stand, to product sales, to the all-important visitor interaction and customer engagement.