We had been invited to design a new booth for The Fine Cheese Company from Bath in England.

This was a very successful enterprise that had already exhibited multiple times at the Fancy Food Show in San Francisco. The company was well established in the US market and exported cheese, crackers and biscuits to over 40 countries world-wide. We wondered how we could possibly improve on their image.  How indeed could we set a stage that would invite more business and achieve this within a very ‘short time frame’.

We never had the pleasure or indeed honor of meeting Ann-Marie Dyas, the founder of The Fine Cheese Company. For 30 years she had devoted her creativity, energy and dedication to the Artisan Cheese Industry. She was a judge at the British and World Cheese Awards and recipient of the Guild of Fine Food Lifetime Achievement Award. By all accounts she was a very extraordinary woman full of wit and a passion for cheese.

Supported by the US sales team and the Fine Cheese creative team in England, we developed a design concept that could be built using our top of the line modular system panels from Aluvision.  We hoped our design would stay true to the spirit of the ‘Grand Dame’ of the British Artisan Cheese Industry.

When the Fancy Food show opened in San Francisco, Ann-Marie’s husband, John Siddall was momentarily lost for words. The booth design was not only a reflection of the company branding used throughout the Fine Cheese stores in England, but it also reflected the spirit of the business and its founder.