BRAND ENGAGEMENT ARCHITECTS

WHEN WE ENGAGE IN UNIQUE AND UNCONVENTIONAL ENVIRONMENTS,

GREAT THINGS CAN HAPPEN...

WHO WE ARE...

WHAAM BELIEVES IN THE POWER OF HUMAN RELATIONSHIPS.

OUR SOUTH AFRICAN IDENTITY ACTIVATES OUR PASSION FOR BRINGING PEOPLE AND BRANDS TOGETHER, WHERE YOU ARE INVITED TO ENGAGE IN UNIQUE AND UNCONVENTIONAL ENVIRONMENTS.

AS BRAND ENGAGEMENT ARCHITECTS WITH A PASSION FOR PEOPLE, WE MAKE USE OF OUR SUPERPOWERS OF CREATIVITY AND INTEGRITY TO BUILD INDESTRUCTIBLE CONNECTIONS BETWEEN YOUR BRAND AND YOUR CUSTOMERS.

WHAAM SPECIALISES IN THE STRATEGY, DESIGN AND ACTUALIZATION OF: º FACE-TO-FACE MARKETING STRUCTURES º UNCONVENTIONAL RETAIL ENVIRONMENTS º UNIQUE COMMERCIAL INTERIORS

ONCE WE’VE DISCOVERED YOUR INDIVIDUAL NEEDS, WE PUT PEN TO PAPER. WE STRIVE TO CREATE THE BEST IDEAS THAT COMPLEMENT YOUR BRAND'S IDENTITY AND WE INCLUDE YOU IN EVERY STEP OF THE PROCESS.

OUR FINAL MISSION IS TO BRING THE VISION TO LIFE.

WE MANAGE YOUR CAMPAIGN FROM THE BUILD ALL THE

WAY THROUGH TO ACCOMPLISHING GREAT THINGS.

NOW LET’S GET READY FOR THE NEXT ONE...

OUR NEXT MISSION IS TO PUT PEN TO PAPER AND CREATE

THE BEST IDEAS THAT COMPLIMENT YOUR BRAND'S IDENTITY WHILE INSPIRING

YOU WITH OUR CONCEPTUAL ABILITIES.

OUR FIRST MISSION IS TO LEARN EVERYTHING ABOUT YOU. WE WORK TOGETHER TO DEFINE AND DEVELOP

PROJECT GOALS AND NEVER FORGET ABOUT THE

FUTURE.

STRATEGISE DESIGN ACTUALISE

WHAT WE DO...

SEATTLE COFFEECentury City Convention Centre, Cape Town

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THIS ATTRACTIVE SEATTLE COFFEE STORE STANDS OUT FROM THE REST OF THE

SEATTLE PORTFOLIO

RAW INDUSTRIAL EXPOSED CEILINGS WITH A BLEND OF EXCEPTIONALLY WELL-FINISHED INTERIOR FITTINGS.

The use of elegant linear shapes, seen in the dropped oak slatted bulkhead, help create an impactful and impressive look that draws the attention of all within the space. The bespoke furniture we designed is focused around comfort and open engagement and completes this attractive store that stands out from the rest of the Seattle portfolio as an updated flagship, displaying sophistication and simplicity in the design.

High quality solid oak, marble and plasma cut steel sheeting set the mood in this Seattle Co�ee Company store, showcased in the newly constructed Century City Convention Centre.

WEFIXBuitensingel, Cape Town

TRANSPARENCY, WARMTH AND COMMUNI-CATION WERE THE THREE KEY DESIGN

PILLARS

WHAAM WAS TASKED WITH CREATING A UNIQUE PHYSICAL SPACE TO INTRODUCE IFIX’S TRANSFORMATION INTO THE NEW WEFIX BRAND.

A feeling of trust and accessibility is created by using full-length glass divisions to open up the space, which allow for an organic flow between the back of house technical repair area and the front of house retail environment. The combina-tion of natural raw materials and high quality well finished surfaces, along with the introduc-tion of living plants into the space, brings a sense of warmth to the traditionally stark and artificial feel of the tech-based industry. The post launch customer interactions and responses to the re-crafted environment, reinforce the design strategy we used and its alignment with our own design philosophy.

The main objective of this project is to construct a fresh, inviting space to facilitate genuine interactions and allow relationships between the brand and their customers to flourish.

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WEFIXCape Gate Kiosk, Cape Town

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EXPLORING MORE ACCESSIBLE WAYS TO RETAIL IN UNCONVENTIONAL SPACES

THIS KIOSK PROJECT ALLOWED WHAAM TO EXPLORE NEW ENVIRONMENTS IN WHICH ENGAGING RETAIL SPACES CAN BE IMPLEMENTED.

This materialized into an aesthetically beautiful kiosk utilizing high-end solid surfaces; large, glass encased product display areas and an inviting feel that promoted customer engage-ment. We e�ectively make use of both sides of the back wall to accommodate the variety of accessories that weFix traditionally showcase in their store built environments. The oak is an integral design element that is used to contrast the warmth against the solid surfaces of the kiosks counters.

Our design team enjoyed the challenge of translating our design philosophy for the weFix store environments into an unconventional kiosk application.

WEFIXAlice Lane, Johannesburg

SEAMLESS FLOORING ALONGSIDE A GREEN WALL AND RAW-COPPER LIGHTING

AFTER THE SUCCESS ACHIEVED IN THE NEW WEFIX STORE EXPERIENCE, WHAAM WAS TASKED WITH ACTUALISING THE DESIGN METHODOLOGY IN THE JOHANNESBURG REGION.

This 36th store features an inviting full glass, high-street facing façade; which attracts atten-tion from the hustle and bustle of the city of Sandton. As in previous projects, warmth is achieved with seamless quartz flooring alongside a green wall and raw-copper lighting. Our product display units are updated to include bamboo framing with recessed grey Formica faces to contrast the products showcased. Full glass walls between the front and back of house were continued in this store design to complete that feeing of transparency.

The greatest challenge in the Alice Lane project was to apply the philosophy of transparency, warmth and communication, within this 32sqm store in the state of the art Bowman building, Sandton.

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Tourisim Indaba 2017, Durban

HILTON

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TIME FOR A FRESH LOOK WITH AN EXPERIENCE TO MATCH

THE FOCUS FOR THIS PROJECT WAS A CRISP AND MODERN EXPERIENCE THAT WOULD SHOWCASE HILTON’S NEW BRANDING.

As leaders in the global hospitality industry, Hilton’s clientele have come to expect a certain level of comfort and quality from their brand experiences. Whaam brought this through by designing two select meeting areas into the stand for exclusive engagement. We translated the grandness of a typical Hilton lobby area by introducing a welcome desk contrasted against elevated walls and a suspended halo bulkhead to emphasise the new brand identity.

Whaam made use of Indaba 2017 in Durban, to showcase the brand’s new identity and created an experience that would still match their trusted level of exclusivity.

PARCEL NINJAConFex 2017, Cape Town

BIG REALITY IN A SMALL SPACE

THIS ECOMMERCE LEADER WAS LOOKING FOR AN ACTIVATION THAT WOULD BRING THEIR DIGITAL WORLD INTO OUR REALITY.

Our design team took up the challenge to implement this philosophy into a very tight 9sqm environment by creating a micro warehousing structure that had all the charac-teristics of a behind the scenes reality of who ParcelNinja is. A packaging wall, made from traditional cardboard boxes with an over arching industrial racking system, brought the enormity of a warehouse into the small space. This design concept highlighted the importance of bringing people together even for digital brands.

Our concept focus for this eCommerce showcase was to give the attending delegates the feeling of stepping into the heart of ParcelNinja’s warehousing business.

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Power and Electricity 2016, Johannesburg

SD DIRECT

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MODERN AND FUTURISTIC WITH A DIFFERENCE

THESE GLOBAL LEADERS IN ENERGY EFFICIENCY, CHALLENGED WHAAM TO CREATE AN ACTIVATION WITH A DIFFERENCE.

The four chosen products were featured in glass podiums, which included plinths with LED highlighted bases that gave the illusion of weightlessness to the stand. The floating product showcases were glorified in a fully open plan structure, with accents of futuristic geometric structures that included a monu-mental back wall and a reception counter made for outer space travel. All of this with the over arching philosophy of engagement.

Whaam’s response to this challenge was to imagine an activation that would showcase SD Direct’s most innovative products as beacons of hope and inspiration.

RUCKUS/BROCADE

AfricaCom 2016, Cape Town

BRINGING TWO BRANDS TOGETHER IN AN ACTIVATION BUILT AROUND ENGAGEMENT

AFRICACOM 2016 SAW THE AMALGAMATION OF RUCKUS AND BROCADE FOR THE FIRST TIME IN SOUTH AFRICA, WHICH CALLED FOR A NEW CONCEPT.

This resulted in an environment that stood out visually, and provided an engaging space for building relationships. We focused the engament around a social “co�ee-bar” at the heart of the open-planned structure with a side meeting area designed as a stop, meet and greet breakaway. The large surrounding bulkhead was cantilevered at one end to add a unique style which is central to any Whaam project. The purpose for the design of this project was to

promote both Ruckus and Brocade’s innovative product and service o�erings within the telecommunications market.

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RUCKUSWIRELESSAfricaCOM 2015, Cape Town

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BLACK GEOMETRIC STRUCTURES HIGHLIGHTED WITH BRIGHT ORANGE

ACCENTS

OUR MISSION WAS TO CREATE A SPACE THAT PUSHED THE BOUNDARIES OF TRADITIONAL TRADE SHOWS AND EMPHASISE THE UNCONVENTIONAL RUCKUS BRAND.

The company culture was highlighted in the extravagant design of geometric structures contrasted by copper bulbs and exploding with traces of bright orange. We illuminated the stand with LED lighting to solidify the brand message communicated by the activation. Our structure not only interpreted the playful corporate identity associated with Ruckus but also reflected the high-tech telecommunica-tions industry that they dominate. This custom stand was a honest reflection of our eternal endeavour to create unconventional environ-ments that stand out from the conventional.

Ruckus is a leading company in the wireless infrastructure market and their vast array of products; help service providers and enterprises to stay ahead of the demand for high bandwidth applications and services.

AFROGEMWorld Travel Market 2017, Cape Town

DAZZLING DIAMONDS IN DYNAMIC DESIGN

AFROGEM APPROACHED WHAAM TO ASSIST THEM IN MARKETING THEIR 50TH ANNIVERSARY IN JEWELLERY FABRICATION AND STONE RETAIL.

Whaam used Afrogem’s presence at WTM Africa held at the CTICC, a stones throw away from their Bo-Kaap Fabrication studio, to create an activation with a di�erence. This combined their exhibition stand with a guided tour to experience first hand their manufacturing environment. A small stand designed to communicate the anniversary was built around customer engagement with the intention of “meet & greets” followed by the tour, extending the activation outside of the CTICC confined space.

Traditionally seen as only a stone supplier, Afrogem was eager to promote their jewellery fabrication abilities as a key arm of their business.

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DESIGN INDABAMost Beautiful Object in SA, Cape Town

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A SHOWCASE OF SOUTH AFRICAN DESIGN EXCELLENCE

WHAAM HAD THE HONOUR OF IMPLEMENTING OUR DESIGN PHILOSOPHIES TO CREATE A SHOWCASE FOR THE PINNACLE OF DESIGN IN SOUTH AFRICA.

The challenge here was to match the design excellence on display that would simply exalt and compliment the products showcased. The Whaam design team chose a minimalist steel structure that incorporated an industrial feel. Minimalism was used to avoid overpowering, and an industrial feel was used to contrast the well-finished products on display within the environment. Suspended lighting fixed between the frameworks of the structure allowed us to amplify the beauty of each product in this walk-through, gallery style experience.

Design Indaba select 10 of the Most Beautiful Objects in South Africa to feature at their annual design exhibition and tasked Whaam to create the perfect environment experience.

IDCSource Africa 2016, Cape Town

IDC & PARTNERS

A SENSE OF HOME IN THE TEXTILE INDUSTRY

IDC, THE SOUTH AFRICAN PARASTATAL WITH THE MANDATE TO INVEST INTO ENTREPRENEURS IN SELECTED SECTORS OF THE SA ECONOMY

As the focus of this show was the textile indus-try, Whaam chose to introduce a sense of “home” by including an open-plan structure with raw oak finishes and elegant, modern furniture. A creative masterpiece made from geometric oak ribs was constructed at one end of the stand to add aesthetic value as a conver-sation focal point. The stand incorporated two of IDC’s partner entrepreneurs behind the stand in this showcased activation.

After Whaam had completed a number of projects for IDC over the years, Source Africa 2016 was the time for a revamped experience for them and their partners.

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2017 Store Rollout, National

HISENSE

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A NATIONAL FOOTPRINT OF SHOP-IN-SHOP BRAND EXPERIENCES

WHAAM WAS CALLED UPON TO CREATE A BRAND EXPERIENCE TO LAUNCH THE NEW HISENSE ULED PRODUCT RANGE.

The use of the brands bold colour, accented by bright LED lighting, is brought together in a modern structure which represents a spectacle of colour and light to compliment the high-end products on display. This national rollout of structures has had to be specifically designed for each store environment and provides a unique experience in each store.

We created a unique shop-in-shop brand environment that showcases the high tech features of this new TV range that allows the Hisense brand to stand a cut above the compe-tition.

2017 Store Rollout, National

UNDERARMOUR

FIRST STEPS INTO THE SOUTH AFRICAN MARKET

AS PART OF UNDER ARMOUR LAUNCHING IN SOUTH AFRICA, WHAAM WAS TASKED WITH CREATING AN IN-STORE DIFFERENTIAL FOR THEIR SPORTS SHOES.

The national rollout of “glorifier” plinths, are created to amplify the Under Armour shoes as dynamic alternatives within this competitive market. Interchangeable textile graphics are incorporated to allow for the plinth to continu-ally evolve. Some units included a unique backlit system to attract attention. This first step into retail South Africa needed to make a bold statement to generate a momentum of excite-ment around the brand for the future growth of Under Armour in the country.

This international sports lifestyle brand, new to the South African market, wanted to make use of its energetic brand identity to di�erentiate their selected shoe range within the national Totalsports o�ering.

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