MKG en Mook Flip 20170707

L A N S A R G U E S / PA R I S / M O N T R É A L / C H I C A G O / D Ü S S E L D O R F
M
A I
TOUR
BUSINESS
S e a s o n - 1 -
An Entretiens Gagnants Éditions Book for the Duo Display Group

“The only constant in life is change.”
Buddha
By introducing virtual reality and making distances seem

shorter, the Internet has profoundly changed our business
exchanges, and has transformed the way we relate to others.
This digital revolution has highlighted the need and necessity
for more human and authentic relationships. At trade shows,
we meet and get to know “real people”, which is the essence
of what we call the “media of encounters”.
Duo has been manufacturing exhibit booths for 35 years, and

in doing so, has carried the image of its exhibitors further,
with greater ease and speed.
We believe that this growing need for exhibiting comes with

an important responsibility: we must ensure that exhibitors
are remarkable, and not just simply get noticed. They must
be empowered to exhibit more fairly, more profitably and
more sustainably. It is our home, planet Earth, which
beseeches us to take this step.
Together, as Duo teams, exhibitors, and dealers, we must work

towards this goal and reinvent the exhibit world to create
the economy of “Good”.
Philippe Beille
CEO of Duo
1
Summary
4
SHOW BUSINESS
16 THE MODULAR
52 THE
BEFORE of
Sirha
CSR
APPLIED TO BOOTHS
M o n t p e l l i e r - R E A L
MEET
E S T A T E
Their rst Duo
118 Duo's history

An Entretiens Gagnants Editions Book for the Duo Display Group 2
rules8
26/44/64/78/88/
98/104/116
FACTORY
- Making simple solutions
isn't that simple!
- Rehearsing peace of mind
L y o n - S I H R A
Green show 70
D ü s s e l d o r f - E U R O S H O P
POINT 80
106
2033
A F U T U R I S T I C
THE NEAR FUTURE 126

M A R K E T I N G S T O R Y
3
Family Business Tour: show business
When international business

takes the stage
SHOW
BUSINESS
Starring Mr. Visitor
and Mrs. Pro Exhibitor

“Here we go!" Mrs. Pro Exhibitor tells herself. She
has been preparing for this performance for a long
time. Everything has been carefully planned to make
it unforgettable. She knows her lines by heart, the
script is perfect, and the scenery is sure to surprise.
She's got a bad case of stage fright, which she sees as
a good sign! She takes a few deep breaths to relax.
Inside, Mr. Visitor is excited as can be. He's been
waiting for this moment for three months.
He's sitting in his seat, and feels the heat rising under
his collar. He will finally be able to see her in full
view, maybe even close up... One hears the sound of
the three blows on the stage, and the curtain rises.
Mrs. Pro Exhibitor makes her grand entrance.
Mr. Visitor feels his palms become sweaty and beads
of perspiration form on his forehead. A satisfied smile
lights up his face. The interaction is instant, and back-
and-forth exchanges will soon start to flow...
5
The media of the encounter
-I-
REALITY
VS
VIRTUAL
1,3
Free trade and globalization have
resulted in the creation of a multitude
of trade shows where millions of
businesses put on a show. With the
massification of offerings and
widespread competition, players in
international business are increasing
the dramatization of their relationships
in order to improve their notoriety and
billion
enhance the value of their goods and
services, among others. Regardless
if they are sales, B-to-B or B-to-C
specialists, they all want to be seen and square feet
recognized, probe their market and be
informed about major places of
business. Each spectator becomes an The size of the
exporter, importer, supplier and
customer. market is
1.3 billion square
feet (121 million
Social networks have not square meters)
replaced live performances: rented, 75% of
they have accelerated them. which are located
in Europe and
North America.
I
n France, trade shows have distant origins. Source UFI.org - The Global Exhibition
The rst ones date back to Ancient times. In Industry Statistics (2014)
the Middle Ages, trade shows served as
places of meeting and commercial exchange.
The rst thematic exhibits appeared in the 19th Trade shows are unique sales and meeting
century. The digital revolution that led the way venues for generating prospects, cultivating
for the global spread of the Internet marked a special business connections, exchanging directly
turning point in the trade show market in the with one's audience and monitoring one's
early 21st century. Consumer goods are placed competition. This is where economic sectors are
in virtual sales outlets, with their advantages structured and where they gain value. As
identied by both the sellers and the consumers exceptional showcases for exports, they are
themselves. The decline of general trade shows currently the most adapted and accessible
has begun, and specialized professional trade answer for SMEs on the international scene.
shows have taken over. Face-to-face interaction
has remained essential in forging business The motto is the now the same for everyone:
relationships between specialists. They all know you have to be remarkable. Mr. Visitor no longer
the importance of accessing human falls for the magic spells, convoluted discourse,
relationships, contacts and in-person exchanges. and other romantic ploys of exhibitors. Dialogue
The rules of business have changed no doubt, must be characterized by emotion
but the unwavering "face-to-face" interaction has and conviviality. This is the only way that
still much to teach followers of virtual Mrs. Pro Exhibitor will be able to build strong
marketplaces. Though it may be the new shrine ties, establish her positioning, make a
devoted to consumer goods sold at the lowest meaningful connection with her target and
prices, e-commerce struggles to generate lasting strengthen her notoriety. Just like the script and
partnership relationships. the casting, scenery plays a major role...
7
Producing awless scenery
-II-
THE WORLD
ON STAGE

€ €
1=8
€1 invested = €8 in
sales. Return on
investment is alrea-
dy at 2 during the
the trade show. An
Just like people, every company has ROI of 8 is achieved
basic relational needs. It must be able to 3-10 months after the
speak its mind; it must be heard, valued, event.
rewarded and recognized. In the global
marketplace in which the flow of
(Source: UNIMEV, “Salons et Foires en
information and communication is France : un puissant outil de développement
constantly increasing, a company must pour les entreprises”, 2015)
control its image to make its image to
gain recognition and make its expertise
known. Getting noticed is no longer
enough: you have to be remarkable, and
remain so.
E
very show requires scenery and staging.
Some stages require customization, often
designed as a "one shot." Others simply
require portable solutions with less cumbersome
accessories such as roll-ups and ags. What's
important is to nd the perfect balance in order foil, red on the cheek, a sun coming out from
to boost sales and increase notoriety. under the ground... But it is the land of truth.
"This is why she also uses the concept of "shop
within a shop" to best put the spotlight on her
Be remarkable, and remain so offering. The stage space is designed to put
visitors in contact with products. The stage then
Putting on a live performance is never easy on becomes the theater where this encounter takes
the stage of international business. You have to place. By discovering the "shop within a shop",
respect codes, put out the right message and be a Mr. Visitor goes from a universe that is not real
force of attraction. Scenography is essential: the to the land of truth. He is more easily guided
scenery must be warm and inviting while towards products on display and is more open to
fostering proximity and communication. Like discussion and discovery. Each troupe puts on its
Victor Hugo, Mrs. Pro Exhibitor supports the own show, ranging from very simple to the most
saying that "The theater is not the land of reality: elaborate. Mrs. Pro Exhibitor and Mr. Visitor
There are trees of cardboard, canvas palaces, would agree: without surprise or magic, no
papier-mâché sky buildings, glass diamonds, gold relationship can last...
9
Do more with less
-III-
SUSTAINABLE
& MOBILE

The players involved in trade shows
and fairs are sure of one thing: they
must see more, go further! This is how
major business stages become
international hubs. Some industry
players believe that the international
orientation that their field is
experiencing will lead to growth of
more than 10% abroad.
The most appreciated French regional fairs are
those which have diversied their offering and
replicated it in other regions. The multiplication
of professional events is attracting a large
5The average
number of trade
shows attended by
an exhibitor in
France in one year.
(Source: UNIMEV study, 2015.)
number of players. However, there is one major
constraint they face: they must adapt their
scenery and performances to different spaces.
Succeeding in this challenging paves the way to
rich rewards! On average, an exhibitor puts on
ve shows each year on French stages.
Multiplication of events
The idea is based on
Mrs. Pro Exhibitor is facing increasing
constraints while budgets are decreasing by the reusing booths
year... However, she has an innate gift for
negotiating and convincing. She put her creative A passionate industrialist presented her with a
team to work and developed a new concept. The whole new concept: modular scenery! The idea is
brief seemed quite clear to her: design a more based on reusing booths: dye-sublimation fabric
sustainable scenography, one that is reusable, is stretched over modular booths, a process that
less expensive, and more easily transportable in guarantees stunning results! After acquiring the
order to optimize transport costs; one that is frames, only the fabric graphics are changed.
able to be stocked all over France and the world, Setup and storage are provided by a network of
and of course one that is just as remarkable and fellow stage hands located all around the world.
noticeable as ever. So when she began to express Under its charm, Mrs. Pro Exhibitor is
her frustration and desperation, a dramatic completely captivated by her knight and shining
development took place... armor...
11
Epilogue:
The era of omnipresence
TOWARDS
THE GIFT
OF UBIQUITY

Globalization, as well as the
technologies of information and
communication, have made the rules of
the commercial theater obsolete. Live
business must undergo a profound
transformation and enter into the era
of omnipresence. Mrs. Pro Exhibitor
has already experienced ubiquity... This
is the time for a new revolution in
100
100% dealers:
%
trade shows. this is the
distribution
"We are rolling out an strategy that Duo
international network of has followed since
independent distributors" its beginnings,
T
he market is multifaceted, and its
without ever
strongholds are local, regional, national wavering from it.
and international. E-commerce has
imposed new rules. Everything can be acquired
in real time. The acceleration of transactions
and the arrival of players from emerging
countries have changed live business. The Ÿ Act 3: Transport a minimum of people
modular concept completes the range of and materials in respect for our
solutions for players putting on performances. It environment. Industrialists have
is positioned between the conventional booth designed frames made out of
suited for prestigious major trade shows, pop-up aluminum, a lightweight and robust
booths and roll-ups suited for smaller shows and material. The frames are modular like
short performances, and general set-ups that Legos, and therefore adaptable to
offer limited personalization. This industrial various congurations and spaces.
solution and innovative technique allows players
to adapt to the changes and new requirements of Fabric graphics are then secured onto their
the market. structures. The 387-square feet (36-square
meters) modular booth then travels in two
Duo has developed the modular concept by compact transport containers. Developed at a
relying on its scenographic know-how and national and international scale, this makes it
expertise. A model was made for Mrs. Pro possible for exhibitors to rent structures all over
Exhibitor's specications. How can one attend the world. The printed fabrics are then simply
more trade shows without increasing the budget shipped in a UPS or FedEx package measuring
and be present on various stages on ve 12.4 x 3.7 x 18.1 inches (315 mm x 95 mm x 460
continents? Nothing is impossible with Duo. mm). A worldwide network of assemblers
Demonstration: provides on-site setup. This economical and eco-
friendly solution deserves a standing ovation!
Ÿ Act 1: Design high quality exhibition
solutions that are adaptable to Now you understand: the gift of ubiquity is
different spaces. reserved for directors. In-person contact most
Ÿ Act 2: Stop designing temporary decor, denitely has bright days ahead. Mrs. Pro
and instead design reusable and Exhibitor will grace numerous stages all over
sustainable solutions. the world to the great delight of Mr. Visitor.
13
VISION
"ROI, the king

of every trade show"
During my time in the booth world at Euroshop,
I met Fabrice from Galis, an experienced professional.
We had coffee together and discussed the industry
and all that goes with it. Here are some excerpts
from our conversation.
I
'm not exaggerating when meetings inspire the trust that recognized" became central.
I tell you that we belong becomes the foundation of the The notions of sales were not
to one of the oldest relationship. fundamental, and essentially
businesses in the world. exhibitors were putting
Gathering at trade fairs has Reconciling image on a performance. After about
endured throughout so many and contact a decade, this period ended
centuries. The digital and the trends changed: now,
revolution and the explosion of In my early days, people attending a trade show
e-commerce have not caused exhibited to sell at any price. is an investment that must be
any setbacks for our business. We had to make as much protable: one must reconcile
Simply put, this is because, for money as possible during the image and contact. Every
many products and services, exhibit. A thing of the past trade show must deliver a
connections and exchanges now, exhibits entered a time return on investment (the
with a buyer are essential. In- when "being seen, enhancing famous ROI). This is why
person contact and face-to-face one's image, and being exhibitors turn to us.

Fabrice, manager of the Galis
group, a booth design agency, is
also the president of LEADS, a
group made up of the leading
companies from the industry.
We provide them with the incite, and the effect they is and will remain essential.
assistance they need. want to have on prospects. By contrast, for spaces
You also must be able to adapt measuring less than 387
to each trade show, to know square feet (36 sq m) meters,
The rise of the modular solutions are on the
the number of exhibits that
modular solution up and up. Duo has managed
our customers attend locally,
nationally and inter- to successfully enter this niche
nationally... It is only after with a reusable concept with
Before designing a booth, high-end nishes, which
this discovery phrase that you
meaningful exchange with the makes the product relevant
can identify a booth solution.
exhibitor is paramount. You from any point of view. In fact,
rst must clearly identify their However, budgets and spaces
modular solutions allow
business objectives, the are shrinking while the
exhibitors accustomed to the
expected number of visitors, number of trade shows to
traditional booth to test them
the presentation time to attend is on the rise! For large
out while maintaining a high
devote to each visitor, the booths, the conventional booth level of quality. We can help
new exhibitors who normally
use ultra-portable solutions
Trade shows are one of the reach a new level by providing
them with complete and much
rare media outlets to provide more professional-looking
booths!
an ROI of 8*. Interview by
Cyril Gayraud
*(Source: "Salons et Foires en France : un puissant outil dle développement pour les entreprises" study,
UNIMEV-CCI Paris Île-de-France – DGE – CEP conducted by Médiamétrie in 2012-2014)
15
MODULAR
Diptych
FACTORY
Adapting to new market
expectations and
environmental
requirements requires
more than just simple
physical qualities. It's first
and foremost a mindset.
Duo has thus created “the
modular industry" for the
booth world.
THE
An Entretiens
Un GagnantsEntretiens
Mook des Éditions Editions Book for the
Gagnants Duo
pour Display
le Groupe Duo display
Group 00
16
18 Diptych - I -
Making simple solutions

isn't that simple!
Their job: create a 3D
puzzle with a minimum of pieces,
which must fit easily into a
transport container... “Making
simple solutions" requires many
operations and the use of
complementary and sometimes
unexpected activities.
When it comes to R&D, Loïc is constantly
brainstorming. He always has a project or process
to simplify waiting for him on his desk
34 Diptych - II -
Rehearsing peace of mind

Practice makes perfect! Like artists,
those in the factory tirelessly
practice their lines.
Olivier is not at a voice

lesson; rather he is
checking in real time how
easy it is to understand
instruction manuals.
46 - SPOTLIGHT : "I discovered an industry!"

17
Family Business Tour: the modular factory
Diptych - I -
MAKING SIMPLE
SOLUTIONS
ISN'T THAT SIMPLE
Each task is simple; it's
coordinating them all that's
complex. In theory, using tubes
and fabric to create a simple,
beautiful and reusable product
doesn't seem all that
complicated. We quickly realized that nothing is a
foregone conclusion. The script is full of challenges
and unexpected twists. In seeing that making simple
solutions really isn't all that simple, we understood
the interest of industrializing custom booths...

Special software called XPO.CENTER is accessible to
customers. It facilitates the transfer of files for large-
format printing. Jean-Paul is our guide.
19
It all starts with aluminum profiles delivered in

bars measuring 157 inches (4 meters) long. The
machining center cuts, drills and assembles
them for the Panoramic line. Their pace keeps
up with the rhythm of demand. Aluminum's
ability to be recycled is one of the foundations
of the CSR approach initiated in 2007
(see page 70).
An Entretiens
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20
© Guy Hamelin
“The development department has been working “With the growing success of
for months to design modular aluminum profiles. backlit structures, LED lighting
From simplifying the use of the connector and the is also being integrated now
groove for securing the silicone edge that holds the because of its appealing
fabric in place, to simplifying the notches for aesthetic”, Pavel tells us.
electric cords, and of course developing the
necessary durability for multiple sessions of setup
& disassembly... We are constantly making
improvements, just like you would perform ongoing
updates to software", says Arnaud.
00
21
While gluing the edge of a reception

desk, Serge explains to us that the
machining center is quite recent. “It's
our desire to oversee the entire
manufacturing process... All booths leave
our factory with shelves and counters.
It's just one more thing we can do to
control the process."

© Guy Hamelin
For warehousemen Electricity is Domenic's

Nicolas and Kamel and area. He tells me that the
Alisson from purchasing, voltage in North America
the keywords are rigor is not the same as in
and good humor. Europe. This makes him
smile...
23
Here are some signs that Sometimes they have a little fun,
encourage photos, but here I pick on the floor or above... And
up on some reluctance...I ask: “Is sometimes there's a jokester in
this a 'no-go' zone?" “It's just their midst.
because there is a patent that is
still pending...” For a photo, you'll
have to talk to the boss”, Fabien
tells me.
An Entretiens
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24
© Guy Hamelin
“All modular and custom booths are

manufactured and pre-assembled
internally. But I won't go into detail
about the number of puzzle pieces,
after all, it's a game that's even
simpler than LEGOs®."
jokes Tariel.
00
25
Cosme and Claudine are regularly looking for ways to improve the production process. “Constant
improvement is everyone's business here! Everyone feels involved”, they tell me.

RULE #1
MAKE THINGS
POSSIBLE
For Cosme and Claudine, when a structure
comes in for repair, it's often the
consequence of an issue that appeared
beforehand. “We need to identify and rectify
the cause in order to permanently solve the
problem. Our exhibit solutions are improved
every day, it's like debugging software.”
“ Quality is everyone's
business and concerns all
of us in the company. You see,
Claudine is very detail-
oriented and knows these
structures like the back of her
hand. She wants to unders-
tand the cause of the damage
as much as I do. Un-
compromising quality is our
© Guy Hamelin
daily motto”, insists Cosme.

I appreciate his calm tempera-
ment and how spontaneously
he shares his thoughts. Gwendal and David in
Montreal, focusing on a
“Our job is to think up and complex file.
design a process that makes
things easy for our customers.
That's the rule we apply to
each phase. First of all, design, after-sales, logistics and
manufacturing optimization set-up. We try to think of
both reduces time and increa- everything and make the
ses responsiveness, therefore product easier so it brings
saving on production. The unquestionable added value.
approach is the same for 3D The hassles are for us, not for
our customers”, he says with
enthusiasm.
27
© Guy Hamelin
“Printing on paper is mirrored so that it is transferred right side up

during the dye-sublimation process”, Andrés explains to me. We
continue to print at night because the machines are reliable, and a
semi-automatic supervision tool has been developed. "Are you
surprised by the dull colors in the paper version? You'll be blown
away after seeing what it looks like after the paper passes through
the calander. The colors really pop on the fabric: this is the magic of
dye-sublimation printing, you'll see!"

Despite my questioning, Christine remains
unperturbed: it is a heated moment, both
literally and figuratively. “The transfer is
done at a temperature of 210 degrees... If
you do not achieve the right tension and
speed, and if you do not introduce the fabric
straight, you will get bowing and the
sublimation will be ruined...Here that never
happens!"
29
On the weekend, Matthieu works

as a wedding photographer.
Passionate about images, he talks to
me about the magic of dye-
sublimation... “You can enlarge your
images with no limits. Unlike other
printing processes, there are no
frames or pixilation that's visible to
the naked eye."
An Entretiens
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30
The fabric graphics are now printed...
The magic hands of the factory's fairies
busily spring into action... The sewing of
silicone edges, Velcro® and other
fasteners has begun. “Operations that are
able to be automated are so. However,
manual expertise remains an essential
part of this business”, emphasizes
Sylvie.
00
31
“All fabric comes in reels. It is partially laser-cut to provide

precision and perfect straightness for long graphics. However,
manual finishes are still essential”, Estela explains.
An industry built by magic hands
An Entretiens
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32
© Guy Hamelin
“The most delicate step is manual

cutting, which is performed when an
image is split in two to be stretched over
two different frames: they must meet
perfectly, and the hand and eye must
work in perfectly synergy to complete it
successfully”, Françoise explains to me,
while glancing at her cutting guide.
00
33
Diptych - II -
REHEARSING
PEACE
OF MIND
Practice is something that everyone at Duo
is very familiar with. Modular solutions are
made to be quickly set up, dismantled and
re-assembled. The more they are practiced,
the more smoothly things go, which allows
for greater peace of mind. The rehearsal
takes place behind closed doors at Duo. On
the vast floor, everything that will be
sent to a show is assembled, checked and packaged.
The transport containers are opened just before the show.
At this moment, if something is missing or is off, drama
would ensue...Unthinkable!
An Entretiens
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Group 1020
00
34
Scheduling manager Angéline makes trips back
and forth between the shipping department and her
office. Here she is pictured in an interlude between
scenes, creating sharp contrast with the fast-paced
environment around her.
We spend some time on the floor The ballet-like performance

with Yohan and Alain. of setup and dismantle
is ongoing, and everyone
is involved. “This trial
assembly is like an actual
rehearsal; nothing is
improvised. We follow the
setup instructions to the
letter and respect the
timing”, insists Yohan.
An Entretiens
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36
I took this picture at Duo
University (five times a year, the
family hosts its new members for
training on Duo products and
sales)... The tour of the factory is a
moment which is very much
appreciated by new customers.
They can get a comprehensive
view of the entire organization
that is at work to meet their
needs.
00
37
Alain lets out a laugh..

"Well, what can I say, when
you forget to wear gloves,
you have to get the eraser
out!" When working with
light-colored graphics, they
recommend using the
provided gloves.
An Entretiens
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38
They're not running a race; “Your fingers sting a little bit
rather they are creating a at first, but after you start
Duo booth. They'll know setting up 8 to 10 booths a
when they're finished... Today, day, you quickly get used
there are 7 booths to set up, to it”, says Yohan.
dismantle and package.
00
39
Based on which panels are being used, fasteners, door

handles, electrical sockets and USB chargers may be
added... “The cutting of graphics for special orders is done
using the pyrographer. If you mess up, you have to
reprint everything. It happens to everyone when they
first start out!" Alain says with a smile.
An Entretiens
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40
“The only tools you need are your hands.
They are really essential for assembling
frames and fabrics. The utility knife is
mainly used to cut out shipping boxes or for
opening a packet of connectors...
and more!" confirms Yohan.
00
41
In the shipping department, Alice finishes the accessories kit:

Jérôme goes about his daily extension cords, shelves, SOS kit,
routine. The board fills up and etc. “Just because we work quickly
then slowly clears. doesn't mean that we don't do a
thorough check! Our customers
can enjoy peace of mind; we do
this everyday..."
An Entretiens
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42
Julien is overseeing loading
for the Euroshop booth headed
to Düsseldorf... The 12 transport
containers will soon leave the
factory for the show
(see Meet point p. 80).
43
RULE #2
THE CLIENT
RELATIONSHIP
DEPENDS ON YOU!
Each customer is unique. The relationship that we establish and
maintain with each client is personalized. And it's only sustainable if
recognition is mutual. It's important to be yourself and respect
your convictions all the while knowing how to let go.
Laure from the

Wenes Group
demonstrates how
she feels, that's just
her personality.
F or Laure, Duo Customer

Service Manager, eve-
ryone has to be customer-
explains Laure in a condent
and reassuring tone.
they want. Never let go of
them. We keep our commit-
ments whatever the risks may
oriented: production, commu- “Authenticity is a fundamental be. Our action is sustainable”,
nication, accounting, etc. characteristic of our relation- adds Laure. Then, smiling,
Everyone contributes to the ship with all our partners. she condes: “To be in this
quality of each customer We have the same values and business, you can't pretend,
relationship. Everyone knows all have one trait in common: you have to love contact. Birds
how to create this important the will to provide impeccable of a feather ock together!”
relationship, each with his service and stay true to
own personality. “In the ourselves. It's in our DNA!
customer service department, If you don't have that, it's not
everyone knows each client's going to work. You guide your
requirements and personality customers from A to Z, leaving
like the back of their hand”, them the option to take what
45
SPOTLIGHT
"I discovered
an industry!"
My trip to Paris worked out beautifully. I made a
detour to visit Charline, the head of Wenes Group. It
was after finishing her master's degree in 2007 that
she decided to create her design office specialized in
designing booths for professional trade shows.
N
o meeting happens by as lining up with our strategy Charline arrives in Lansargues
chance. Everything that focused on conventional 15 days later. The Duo team
happens for a reason. booths. guides her around step by step,
I'm supposed to be meeting just like a tour operator would!
with Eric, a sales rep for Duo. “I'm here for a day of industrial
It was a colleague who tourism! The tour was very
He is training a young new encouraged me to get in touch
hire from the Wenes Group. well-organized. I was
with Duo. After the general introduced to all departments:
Timing could not have been presentation by Eric and a tour the showroom, prepress,
better, as Charline agrees to of the showroom located in the printing, sewing, dye-
share her new experience 15th district of Paris, I decided sublimation, manufacturing of
working with modular to take him up on his offer: aluminum proles and wood
solutions. “We were of course come and visit the factory, transport containers (a truly
aware that modular booths you'll see that I'm not just revolutionary invention!),
existed, but we didn't see them making it up!” shipping…

At age 30, Charline, will be
celebrating the 10-year
anniversary of her company,
Wenes Group, in 2017.
The saying goes that “excellence
knows no age."
I'm still just completely blown The best of both understand that with Duo
away: what an amazing worlds solutions, I will not betray this
place! I had never imagined commitment. Upon our return
to what extent the process had 'made in France' at a time in Paris we quickly launched
been industrialized and so when everyone's all about our rst projects. Although my
thoughtfully considered from subcontracting at a low cost! teams were very skeptical at
the perspective of customer For me, this industrialist has rst, they understood that they
protability and effectiveness. provided the best proof of its could have positioning in
Everything is produced, control over its commitment to markets where they previously
transformed and quality and responsiveness. hadn't, and that they could
manufactured on-site. There First and foremost, our even gain new projects from
are just as many people as customers are purchasing trust customers who had historically
machines. And it's 100% from us. I've come to been users of conventional
booths.
After a few months had gone
by, I even decided to create a
new department completely
“I'm still just completely devoted to modular solutions!”
she exclaims.
blown away: what an
amazing concept!" Interview by
Cyril Gayraud
47
PARIS
96 sq ft
99 ft 3
(2,8 m )
3
(9 sq m)
DRID
MA
161 sq ft
O W RO O (15 sq m)
SH
SELDOR
ÜS
D
TO 193 sq ft
LEARN (18 sq m)
MORE
Valentine, marketing
coordinator for North America,
is on a short-term trip to
MODULAR CONCEPT Lansargues, France
The Matooma booth

Adapt has now been checked.
It is leaving for its
to each stage European spring circuit:
30 m² at the IOT show
in Barcelona, 21 m² at
“The concept is common sense: you use standard
the M2M show in Paris
frames that fit together like LEGOs® using a
connector. Then, you configure your structure and 12 m² at the IBS
based on the area of your exhibit space. All that's show, also in Paris. It
left to do is print a fabric graphic to stretch over will then be stored by
The transport container
it, and store it all in a box that has been optimized Duo on behalf of the
is ready. Olivier and
Valentine check in volume and weight to lower costs and create distributor to be reused
the final details. less pollution for the planet”, says Valentine. this fall in Amsterdam.

LYON
129 sq ft
(12 sq m)
© Duo
Peace of mind A medal winner Laser cutter
in a box
3D: OPEN
SOFTWARE
For Patrick the laser

As there is no such cutter is like a toy.
thing as zero risks, an “The adjustments are
In front of their
emergency kit meticulous and vary
containing gloves,
screens, they set the
connectors and other Jean-Christophe, aka according to the
stage and use 3D Kiki, was awarded a French
renderings to create the useful supplies is medal recognizing quality of
elasticity of the fabric.
expression space in automatically work for his 25 years of It has pinpoint
which the show will included in each loyal service. The next
shipment for total precision regardless of
unfold. Showcase the “Médaille du travail" will go
communication and the peace of mind. to Claudine! length”, he explains.
marketing of products,
consider the movements
of the booth's players,
Red is red !
create a convivial
environment: this is the SET-UP
job of these stage
designers. All of this TIMES
may be achieved using
During the pre- Printing respects the
software that was
assembly phase, each
specially designed for provided color codes.
booth set-up is timed
Duo and is provided to
and each frame is The control of the
dealers starting with
their rst partnership.
labeled with its
To be able to design and
corresponding fabric. process is ongoing.
create 3D renderings Rehearsal is essential if
you want peace of mind Quality is a non-
with personalized
images and, most on opening day! negotiable requirement. Each printed fabric
importantly, cost a
project in just minutes
is checked again during the pre-assembly
is a real revolution for phase. Today, an anomaly is detected: the
booth professionals,
whose design ofces are intensity of the red between two fabrics
often overwhelmed with appears inconsistent. They must re-do the
requests. This software
opens new perspectives. printing phase.
49
Cities worldwide where various trade Duo manufacturing plants
shows take place
THE GIFT OF UBIQUITY

Gaining proximity to
exhibition hubs worldwide
TO Duo has already established 3 printing centers
LEARN on 3 continents (North America, France and
North Africa). Their desire now is to create
MORE stocks of frames located near 30 cities that
host the most trade shows in the world. Soon,
only the fabric graphics will travel...
ULTRA
PORTABLE
The ultra-portable
line always has a
strong presence at
Duo. It delivers a
rm guarantee:
quality!
© Duo

DUO UNIVERSITY
Dedicated to training new distributors
Cindy, captivated by the

demonstration.
Élodie listens to a
presentation by Loïc, who's
explaining market
segmentation and the place
that modular solutions
occupy.
Taking turns, the sales team
takes the lead to encourage
training. Dramatize the products. Who is the
expression space, plan ideal customer? What
a tour, establish a are their needs and
budget, determine expectations? Which
the role of each actor sales process should
MARKET and ensure the be used? These are the
kinds of modules
harmony of the
explored. Next is a
show... Modular guided tour of the Pierre-Emmanuel, web
solutions have their factory, followed by marketing manager.
PRIMARY TRADESHOWS
own rules.
Ex. World auto show
training on PS3D. It's

Each year, Duo everything dealers
CONVENTIONAL organizes 5 training need to optimize their
BOOTHS sessions spanning 2 autonomy.
days which go over all
SECONDARY TRADESHOWS
Each session
Ex. Regional auto shows
the fundamentals of
SALES / IMAGE
MODULAR its business and concludes with a case Lui c’est la caisse qui l’a fait
BOOTHS study that highlights tripper.....................
A modular booth exemplary projects.
is reused 5 times a year
in spaces 96 to 384 sq ft An approach that
stimulates the troops
CONFERENCES /
CONVENTIONS
(9 to 36 sq m)
until the end!

PORTABLE / ULTRA-PORTABLE / OUTDOOR
William focuses on the

Source : Duo University
manufacturing of
Marketing tools transport containers.
51
Lyon: We join
Loïc, Duo's sales
director, two days
before the start of
the show. His desire
was to have us
experience in
person how easy it
is to set up
modular booths. He
takes this
opportunity to
introduce us to
several of his
distributors and
their customers.
This live show,
before that of the
exhibitors, is what
we call the
“before..."
An Entretiens Gagnants Editions Book for the Duo Display Group

BE
THE F
ORE
of Sirha *
* The world event for hospitality, catering,

food service and gastronomy.
53
Family Business Tour: the Before of Sirha
Nearly 2,000
people are
already busy at
work. Friends,
customers,
partners, and
competitors meet,
cross paths,
intermingle...
Without our
guide, we
wouldn't have
much of a clue
of what is going
on amidst the
hustle and bustle
of these
6 halls totaling
1.3M square feet
(120,000 square
meters).
For our tour with Loïc,
it's best to wear sneakers
and earplugs, since the
noise that his suitcase
makes on the concrete
each time he starts
walking is hard to take!

THURSDAY, JAN. 19
9:32 AM
We go on to the next hall. We

come across Frédérik, manager of
the Ze-Kitchen design office in
Paris. He has just overseen the
setup of a conventional booth.
“With modular booths, there's no
longer any need to supervise", he
remarks, quietly adding: “And it's
not just because Loïc is here that I
say that", and we all laugh.
He also takes advantage of visits to

his branch in Bordeaux to go
kitesurfing. It is a lifestyle that
aligns well with the Duo spirit,
which we are beginning to
discover.
55
11:50 AM
"I can do that

for you..."
Jean-Marc: I have four
new modular project
requests waiting for me on
my desk. At Stand Pub we
are too busy at the
moment to process them.
Loïc: Give me your briefs

and I will do the design
work. You'll save time, and
maybe get four new
projects!
Jean-Marc: Why not? I

would prefer to earn a
little less on this and
accompany the customer
over the long term (he
says in a more awake tone,
thanks to the
complimentary espresso
supplied by the next booth
over, a well-known
coffee brand).
Taking selfies is like a

digital notepad for him...
great idea!

It is the end of our lunch
break. While leaving the
room, we meet up with
Tristan from Stand Pub,
who is arriving at the
Eurexpo brewery. Cyril takes
out his notebook and writes
down the following: “Their
products are opening up new
markets for us...[] which we
are not used to being present
in!” After taking several
photos with us, he leaves with
a great burst of laughter
after joining us in our game.
“These are good kids, and
they have the strength of a
global approach..."
57
2:22 PM “The first setup...done!”
David and David shows me his

Geoffroy are phone, on which we
wine sales reps see the photo taken
for Agamy. Their during the trial
company had assembly at the
decided to take factory (see chapter
care of their booth “REHEARSING PEACE
setup internally, OF MIND" p. 34).
but this morning “I have a visual to see
their technician is what it should look
stuck in bed with like and instructions to
a 102.2 fever. They tell me how to put it
came to fill in together... I couldn't
for him. imagine having to do
this without these, on
top of only finding out
about it 3 hours ago."

4:10 PM
From the top of his stool An expert of the

and at the tender age of parallel bars? Not at
22, Noé is the designer for all: Driss also helps
Stand 2B. It was he who out with setup. He
created the design for the comes to lend a
village of Rungis at the hand for major
show. He attended classes trade shows.
at Duo during his end-of-
studies internship. Full of
enthusiasm, Duo steered
him towards this leading
booth design office in Paris
(and one of Duo's faithful
partners) after completing
his studies. “I'm the only
one in my class to have
found a job so quickly",
he tells me.
59
“Do you see this

bison? Nobody could
miss it." For Alain
"The magic lies in of Stand 2B, graphic
the image's size!"
impact is paramount.
This is one of the
major benefits of a
modular booth...
He continues: “You
mustn't overwhelm
people with
information. Simply
let the image
speak..."

FRIDAY, JAN. 20
5:19 PM
There are jobs that At the same time, from

lead to unexpected the booth next door
encounters... come the noises
of saws, planers and
drills, as well as the
smell of paint. “You see,
this is the opposite of
our booths", remarks
Loïc, always on the
lookout for a killer
argument...
61
"We may start late but

we finish early…"
6:30 PM Jérôme from Pop Expo

(a company providing exhibit
solutions and setup based on Lyon),
arrives at the booth. He knows booths
well, as he's been setting them up for “There's no need to
20 years, booths from both Duo and have a tool box: you
others! He was one of the first and use the connector
won't be the last to say what's really to put everything
on his mind. “Before, trade shows together.
generated so much waste, not so Well...perhaps a
much anymore." (see chapter “CSR Swiss army knife
applied to booths" p. 70). for cutting the
“In principle, setup is quick", he says, plastic film would
looking at me, but after a quick be useful", he tells
glance at an electrical terminal me, handing me
improperly noted by the show on the back mine.
map, he says:” This isn't going to be Everything is
nearly as easy. In addition, the so nicely packaged!
structures are 20 feet high
(6 meters). if you've read the layout
fully!.."

7:12 PM
They call these Not in bed yet, guys?

“crates”. We find that The "After" follows
the term transport the "Before"... It's
containers more already 7:50 PM. We send
accurately describes off a few e-mails while
them (see p. 68). They waiting for a taxi. The
will wait here until meeting is at 8:30 PM in
tomorrow, the last the center of Lyon for
day, when their dinner with a long-term
assemblers or the partner. We never eat
exhibitors will bring alone at our hotels in
them to life. this environment!
63
RULE #3
PROGRESS THROUGH PLAY

“Having fun is the best way to learn. Living and reliving the
Duo experience in everyday life helps keep the mind alert.
Don't forget, we make playgrounds for big kids.”
Sonia is an exhibitor
and specializes in rare
vegetables. She
finishes decorating
her booth with a little
help from Jérôme and
a few bursts of
laughter.
I 've been watching Jérôme

for several minutes. The
Duo sales rep lends a hand to
like children. We're a bunch of
friends. Of course, you don't
play with those who aren't like
bottom of the screen (laughter).
Duo University makes it easier
to learn through role-play and
nish the traditional booth you. It's pretty simple after all. innovation becomes exciting if
next door. They look like Tomorrow, I'm training a you play seriously. Everyone
children playing, with bright customer on our PS3D design becomes an architect, it's great
eyes and happy faces. This software. When I see them to see them doing it. What I
improvised game also allows tapping away, I know they're like most is to see exhibitors
him to clearly demonstrate the enjoying themselves. They when they're delivered their
advantages of modular arrange and rearrange their rst stand. They're always
solutions. modules like we all did as discreet but so proud. Like a
children with Lego®, child receiving a trophy!”
Jérôme joins us Meccano® or Kapla®. The
enthusiastically. “You see, only difference is that there is
every day we live and share an amount that appears at the
65
TAKING ACTION
Leaving
the stress zone
It's the beginning of our visit to the Sirha trade show in Lyon. Two
days before it opens, the hustle and bustle is at its height, and has
taken over the 1.3M square feet (120,000 square meters) park.
Nicolas, an assembler for Natural Event, and Driss, his colleague who
arrived that morning, seem unperturbed by the adrenaline that's
quickly rising. Over coffee together (my third since this morning,
I've got to quit!) we discuss our industry, and more... Here are some
excerpts from our conversation.
T
he time has come to - Not at all, do you have leaves for a show. Then, with
unpack the rst crates. some time? this experience in my back
Here, any sort of pocket, I made contact with
precipitation is most He's a real machine. I tease one of their distributors who
unwelcome. Actions are taken, him, as he is one of those was expanding their business,
everything is done with types who can talk while Natural Event, a dealer
application and rigor. "Booths staying focused on their work. specializing in modular
are unique, you have to be "I received training in solutions... The manager, who
methodical", Nicolas tells me catering. I had always had a was alone and overwhelmed
after launching the playlist on special place in my heart for with work, made me an
his phone. I take a few steps cooking, more so than for enticing offer: a permanent
towards him and restart our pastry making. At the end of contract to manage the
discussion: my studies, I joined Duo and logistics and setup part of his
worked for 2 years on the business. At age 26, I couldn't
- Have you worked in "oor", the space where we pass it up! I love this job
this industry for a long time? assemble every booth before it because, unlike how seasoned

Nicolas, in a joking manner, tells
me: “I'm responsible for setup and
logistics at Natural Event...
It's not that hard, you know, being
on my own and all..."
veterans describe girlfriend that I am coming help of on-site assemblers

how it used to be, there's no home at night, I never have to just like I used to be asked
more stress involved. Our plan go back on my word. There are sometimes to set up booths for
almost always goes off without two of us who set up booths friends. Ultimately it's like
a hitch. Based on the layout, now, but most of the time, I am cooking, we all help each other
area, and options, we know on my own. to create a dish that's properly
exactly how long a booth will seasoned, beautifully presented
take to set up. I know that my We need 1 1/2 days to set up and served at the right time”.
former colleagues with whom this 495-square feet (46-square
I worked on the oor have meters) booth. To dismantle it, Interview by
already set up everything and I will be on my own. I'm ne Cyril Gayraud
tested a booth under real with it, since it helps me grow
conditions. There is therefore as a person. I am traveling
no reason for a setup time to less and less. When a site is too
double. When I tell my far away, we call on the
“Simple cuisine allows beautiful

dishes to be created..."
67
TRANSPORT CONTAINER
Protecting your image capital
TO
LEARN containers made of
cardboard and wood
MORE provide a solution to a

complex equation,
offering maximum
lightness, durability
and optimized storage.
Rails are fastened
A NETWORK inside to slide in and
OF ASSEMBLERS lock frames in place. A
CLOSE TO wrap crate is placed on
TRADE SHOWS the frames, which
contains all accessories.
Several dimensions are
Duo has built a available to store from
network of 4 to 14 modules at a
approximately 30 time. Color-coding is
assemblers in Europe used to identify how
and Canada to give many times it has been
every customer the reused. Of course,
choice of entrusting nothing is thrown
setup, storage and away. Everything can
transport to them. be repaired if
necessary. This is part
Resourceful and agile,
of Duo's CSR
they have excellent
commitment.
knowledge of the
event world.
This profession has a
soul and identity that
relies on solidarity. It
Sirha, Lyon. Booths await setup.
is a true community
with a remarkable
spirit, as evidenced by
its positive reactions Like a world traveler, Each color represents a
the scenery makes its code. This indicates that the
when faced with the booth has already been
way around the planet
unknown, as well as reconditioned 3 times at the
to the rhythm of factory.
its patience and the
increasingly frequent
tenacity of each trade shows. It must be
individual. All of them stored for a long time,
know that a booth yet also must be
must be delivered on transported quickly
time and in strict without a hitch. To
compliance with the protect the image
product's quality The frames remain
protected in their crates capital of artists,
The final check reveals that
everything is OK. The
requirements. until setup time. special wheeled container may be sealed.

THE AMERICAN
SIRHA 2017
8:30 PM, January 19. to a son: "Listen: You
WAY
In the USA, you
Michel and Alain, the are growing at quite a cannot choose your
founders of Stand 2B, fast pace and are no assembler; rather,
invite us to dinner in longer the small the trade show
the center of Lyon. company that I once organizers decide
knew. It is to be expected for you. It's there-
They are some of Loïc's that your processes are
rst customers. Alain is fore reassuring to
rationalized, I get it.
also one to talk honestly take care of setup
However, never lose the
and directly. He's quick exibility and state of yourself. Thanks to
to tell Loïc what he mind by which everyone modular solutions,
thinks and addresses in the market recognizes this is completely
him as a father speaks you. " possible!
DISTRIBUTION
sends me a 3D rendering
Sustainability, within 48 hours after having

set up his "LEGOs". We have
a protable business
already created 7 booths
measuring 1615 sq ft
(150 sq m) with this stock.
I have three graphic designs
that I use. Evolu Stand takes
care of the logistics and
storage while my technicians
oversee setup. My initial
investment has already been
largely protable, and it will
be even more so next year
since I won't have to
repurchase frames. I admit
that nding an eco-friendly
solution wasn't our top
priority; however, we have
denitely noticed that we
don't throw anything away
after a trade show. It's a
sustainable booth that has
become protable!"
It is a new experience. Marie-Françoise, the event director

for the Mousquetaires group, has been delighted with it now
for nine months. She has switched to modular solutions, and
she says it's like being on a vacation!
“Our initial problem was the exhibition spaces. Evolu the show we're attending.
sharp increase of trade Stand introduced this Once we have leased our
shows in France. We were solution to us and we space, I sketch a layout by
looking for a modular embraced it right away: hand based on the area we
Frédéric is a sales rep for
solution to be able to reuse we purchased 70 frames purchased, and I send Evolu Stand, a subsidiary of the
our booths and be able to and we change them to everything to Frédéric, who Galis group specializing in
adapt them to ever-changing meet our needs based on modular solutions.
69
Green show
CSR
APPLIED
TO BOOTHS The environmental impact of
booths can obviously be
reduced. Duo started thinking
about this as early as 2007.
The solution was to create a
reusable and therefore
© Duo
sustainable and cost-

effective eco-friendly exhibit system.
A full-fledged CSR concept explained by a responsible
purchasing optimization expert and a few LEGO® blocks.
Demo with Chrystelle, Purchasing Manager

Family Business Tour: green show
Less is more!
"Modulate, create, re-use…

I like this idea of being responsible,
saving the planet and money!"
MODULAR
The inspiration came to us one innate, a question of

afternoon during a debrieng. conscience. The evidence is
Distributors describe Duo clear: booths are ephemeral.
booths as if it was like playing And the waste produced at
with Lego® or Meccano® - each trade show is what's
solutions as simple as child's costing both the exhibitors and
play. We took them literally the planet! Once we had put
and built models with Lego® together all the Lego®, the
solution of a reusable booth Chrystelle playing along.
to convey this idea with the
help of Chrystelle, who's seemed obvious, but we still
interested in CSR but has needed a few more years to
never sold a booth! Which nish the concept." says is looking to save money,
brings us back to the solution Chrystelle. starting with me in
- it's adaptable to different purchasing.
situations, fully recyclable and "This concept of modularity is
an integral part of an eco- the same as Lego®. Starting But to buy wisely - and it's
design approach. with the pieces obtained for a just as valid for our customers
rst trade show, you can who buy from us - we have to
recongure your booth optimize and value our
Modularity as simple depending on the different
and creative as LEGO
®
constraints of each show.
Then you print the fabric
Starting in 2007, Duo necessary for each setting and
launched both an extensive each show. At the end of each
product life cycle analysis as trade show, you put absolutely
well as a corporate everything back in the case,
responsibility charter, two then you start over! It's more
strategically inuential eco-friendly and more
elements. "The CSR approach economical. You see, I could
It's all coming together brick by
was a new idea but truly become a Sales Rep! Everyone brick

You can play around and build quickly; the possibilities are endless.
suppliers, not twist their arm! sense and the intense need for
It's also about rationalizing fair relationships with one's
transportation, for example, or customers and suppliers,
buying in Europe to reduce our efcient resource management
carbon footprint. In fact, I and conscious action against
think it's a lot of common climate change. These are the
elements we've included in our
solutions and continue to
apply to all of our ideas!"
Chrystelle says, smiling.
Interview by
Cyril Gayraud
Sometimes it gets broken then

repaired… (laughter) in reality our
booths also get life-time repairs.
© Duo
“With agility comes creativity

and vice versa”
Look, I'm holding
39 square feet (12 sq m)!
73
The world is small!
"We've created a standalone

exhibit ecosystem that's more mobile,
more sustainable and more protable"
THINK GLOBALLY
© Guy Hamelin
Jahsina is the Canadian customer

service representative for modular
booth orders.
© Duo
B
oth manufacturing "We are completely within the set-up. Finally, we obviously
plants in North circular economy. First of all, recycle aluminum as well as
America and in Europe our booth concept is based on re- fabric which is sent to non-
have been organized in the use (therefore eliminating a prots where it will nd a new
same way. They are established large portion of waste). Then, life. The virtuous circle is
near important exhibit our concept reduces other things: complete.
locations, as a matter of cost the carbon tax, thanks to our Based on these fundamentals
and being able to respond transport cases, set-up time, and we've built a wide array of
quickly. the number of people needed for additional services with the

USE
X E-
R
A
RE- CE
L
DU
E-
E
R
C L
- C Y The product concept was

RE based on Re-use, Re-duce
and Re-cycle, then Duo
added Re-lax!
clear goal of simplifying the lives decisions up to our clients, we're on their promises. And in turn,
of our customers: booth design, not here to force their hand. We we accelerate our own in a
graphic design, logistics and set- want to help them speed up their respectful and friendly manner",
up and take-down services. We business by providing solid condes Chrystelle.
make suggestions and leave the answers that help them deliver Interview by
Cyril Gayraud
Upcycling - a new life life for

fabric Still image carriers, they
become bags, cushions, phone
covers, etc.
© Guy Hamelin
Sidney, buyer in Canada, verifying a

shipment.
75
TO GO even further
#LIVEMORE CO₂
Reducing our
"Sleeping at home
carbon
footprint
changes your life!"
© Duo
Reducing one's carbon
footprint means control-
ling transportation. Only
the fabric travels. The
printed graphic only
weighs 9.88 oz / 10.76
sq ft (280 g/ sq m) and
ts in a small package.
ENERGY
13563 sq ft
(1260 sq m)
of photovoltaic
panels
Stéphane is about to roll... not a cigarette, he doesn't
smoke. He's delivering three cases, picked up from
Duo at Lyon Eurexpo. He calculates his itinerary on
his phone. The itinerary reads 2:59...
© Duo
He knows Duo well. an assembler, going The facility in

from city to city in the Lansargues hosts a
"I was an employee for photovoltaic plant
South, setting-up
a while, it's been 15 with 788 panels on its
structures and stret-
years already, then I roof. An additional
ching canvases. The 500 new panels will
decided to y with my
booths will be set-up be added soon,
own wings", he says.
during the day and thanks to an
Today he's indepen- Stéphane will return 8611 sq ft (800 sq m)
dent and proud to be home in the evening. building extension.

© Duo
The image's impact is spread full force across a beautiful 1033 sq ft area (96 sq m).
RESPECT
SUBLIMATION
Solvent-free © Guy Hamelin
inks Social Issues

The idea is simple; a Maxime from
410°F / 210°C) for a few
strip of paper is printed seconds. When heated, S.Graphique in
(offset) in reverse so that the ink is transferred to Montreal, still can't
the printed message will the fabric, then you can believe it. “At a trade
be the right way around simply separate the show in New York, my
once it is copied onto the paper from the fabric as client was missing a few
desired material. The it is removed from the items. David transported
© Guy Hamelin
paper and the fabric are machine. The printing them by car from
superimposed and processes and inks used Montreal overnight from
pressed against a heated are eco-friendly, solvent- Sunday to Monday, so
Macklin, operating the cylinder (approximately free and odorless. that everything was
mangle
ready for the opening of
CSR
the show. I got David's
FaceTime at 8:00 am in
front of the Empire State
Spread the word! Building, assuring me
that everything was back
In today's world, can a company's unique objective be to make a profit? in order. It was absolute-
Dialogue with stakeholders, sustainable development-integrated management, ly crazy! They respect
social progress and natural resource conservation are no longer just part of their commitments with
an image campaign. A company will not last unless it is sustainable, by all their partners, it is
incorporating social, economic and environmental stakes into its very way truly an exemplary
of being. approach.”
77
RULE #4
WELL-BEING
SERVES QUALITY
What is workplace wellbeing? When I asked this question to
Olga, Quality Director, she said simply: “We work best when
we're well! How's it done? Find the best managerial context
that promotes personal development!”
Sometimes the
wellness area
isn't far away...
Here it's
located on the
company's front
lawn ... until
the future
petanque court
is installed.
“
This initiative came Everyone can make sug- gym class, etc. We are rst and
naturally because for gestions that can change their foremost human beings
years I've placed importance own life or the lives of others serving other human beings.
on the way we do things as for the better. You realize that Respect, trust, commitment
well as the results. I've always workplace design solutions are and sharing are also values
been happy to see others thrive. often little things that can the Duo group has included in
I am convinced that a change a lot. its managerial approach”,
company that cares about the concludes Olga with a
well-being of its employees will Yoga classes started being reassuring smile.
be more efcient and more offered just few months ago
productive. I'm the Director of and both weekly classes are
Quality and it's not a already full. And others have
coincidence if we are at the followed suit. Yohan leads a
origin of discussions with CrossFit course twice a week,
employees about well-being. Jennifer has offered to start a

MEET
POINT
Birds of a feather... ock together!

We've finally arrived in Düsseldorf!
The excited crowd hurriedly enters the
doors of Euroshop*. We head to the Duo
booth, where it's their chance to exhibit
and demonstrate how modular solutions
can really steal the show.
*EUROSHOP - The world's number 1 trade show for store design, shop
furnishings and exhibit booths. Every three years it puts the spotlight
on trends from this sector. More than 2,200 exhibitors and
110,000 professionals help make it a can't-miss event.
81
Family Business Tour: meet point

An 861 square feet
(80 square meters)
booth that's 20 feet
(6 meters) tall! The
social media teasers
weren't lying...
After overcoming many obstacles, including

public transportation strikes and bad weather,
we finally arrive at the Duo booth. An impres-
sive sight awaits us: an 861 square feet
(80 square meters) booth that's 20 feet (6
meters) tall. The social media teasers weren't
lying! The modular booth has showcased its
ability to adapt in the most beautiful way
possible. A part of the booth's structure was
actually sold on the spot to a dealer... “We print
new fabric graphics and the booth changes face
and shape...This is proof of the adaptability of
these chameleon-like booths! Even better, I'm
saving on return trip transport costs”, says
Matthieu, the sales manager for Duo Germany.
83
Visitors come from the four corners

of the globe to see, touch, discuss...
Exhibiting means first knowing how
to communicate in order to conduct
business.
“I love meeting people from new places; it makes me

feel like I have the world at my fingertips!" (Loïc)
Inside the booth... “The library effect is created
using optical illusions. However, it achieves our
desired ambiance, and you forget all about the
modular structure on which the fabric is installed”,
Sandra from the Duo design office tells me.
85
To welcome people means having a spirit of

curiosity and empathy so that you may go from
one encounter to another.

Jérôme has probably shaken hands
with around 100 people today. This is
to be expected for a Duo sales rep.
One of those handshakes stands out,
which was made with a well-known
prospect. “I have no doubt that this one
is for sure! He will soon be part of our
family”, he affirms with confidence.
87
RULE #5
PUT YOURSELF IN THE

OTHER PERSON'S SHOES
“This means understanding and being able to identify what the
other person needs and feels by looking at things from his or
her point of view. With this positive intention, empathy
facilitates business. Simplifying the lives of others may
be complicating one's own life, but that's our commitment.
Move forward together and move the market forward.”
A n example is from the

Euroshop Fair in
Düsseldorf, where Duo applied
This helps determine if we're
going to hit it off. One thing is
for certain, our main goal at
Our responsibility today is to
design exhibit solutions that
are remarked and remarkable!
these rules that make such an this fair was to bring our I like to exhibit because it
event successful. It's a suitcases back full of precious allows me to experience a trade
practical exercise in contacts so we could continue show, from the beginning to
understanding each visitor's to expand our family. the end, and be aware of the
expectations. “A booth has to This strategy is based on time, money and resources
give off a vibe. We chose to empathy and agility. It's an needed to succeed”, insists
stage an apartment. It's the ongoing challenge, but can Philippe.
ideal setting for giving a warm help our dealers satisfy their
welcome and saying: you're at customers, the exhibitors.
home here!”, explains The only truth that counts is
Philippe. that you don't build a concept
based on your own constraints
“We need to understand each but on the expectations of
other to work closely. Then it's others! It's up to us to nd the
all about getting that feeling products and services that
and nding out more about help our clients develop their
the other person. business.

Kevin hi Phaedrum,
inquam, tu mentitum
aut Zenonem putas,
quorum utrumque
audivi,

For Eric, a sales rep for
Duo, what makes him really
come alive is competition
and challenge. Just as if he
were running in a race,
he wakes up in the morning
with an insatiable desire to
conquer everything in his
path!
“I joined Duo 8 years ago. I

didn't even want to go to
the interview, since I really
didn't see myself working
for a company that made
pop-up booths. I then had a
pivotal encounter at the
Louvre in Paris during
which Philippe convinced
me to join the adventure. I
decided to trust him and
began my work with the
product development
department. We did all sorts
of things, and touched on a
bit of everything. We
worked independently and
were trusted to do what it
took to further the company.
Two years later, I became
the head of the design
office, a milestone for Duo. I
had to design all of our
services and solutions
around a product that was
in the middle of being
transformed into a concept
and comprehensive system.
The company grew and
became structured. I admit
that conforming to the new
ways of doing things isn't
always easy for me.
However, one thing has not
changed, and that is the
connection that we create
with all of our customers.
They all know how to
express their gratitude in
return”, he says after
exchanging a friendly
handshake with Mélo, a
loyal customer from
Portugal.
91
“It's easy to explain...
Claire does not often have direct contact with customers. As the manager of the
Duo design office, she designs 3D renderings based on customer briefs. Since she is
often alone working in front of her computer, she appreciates this exchange which
helps fuel her ideas. Under the spotlights she forgets all about the camera...

...like using LEGO..."
®
The concept is easy to explain, since a good

idea sells itself... “Er ist der Fotograf",
Matthieu starts to explain. He looks at me
and quietly whispers: “I've already said the
same thing 70 times”, and then he laughs. I
smile, since they're all trilingual at Duo, in
contrast with my average command of English
as a second language.
93
Safaa, sales manager at Duo, meets Jean-Jacques of Concept

Expo and his entire team for the first time. A lot of the team
members have come out for this: what a pleasant surprise!
Every reunion is…unexpected and full of surprise

When you're family, a handshake is all it
takes to close a deal, and a kiss on the
cheek is how one says hello… Fabrice
of Galis gives a quick yet friendly
greeting to Loïc.
95

Il est où
le bonheur, il est où ?...
Il est là !
le bonheur, il est là !*
*Translation: "Where is happiness? Where is it?
It's here…happiness is here!"
A few days after returning to

Düsseldorf, I receive a video on
Messenger. In it we see Philippe singing
and Tim, a sales rep from the US,
playing a ukulele for Duo-live! I turn
up the volume and they start singing
"Il est où le bonheur" by Christophe
Maé... The focus of this book then
became clearer to me!
Philippe is the conductor of the Duo

group. With this video, his goal is to have
us understand and feel the mood and
rhythm that drives his universe. In a
quiet, cozy bar far from the hustle and
bustle of Euroshop, he tells me: “Of course
we're all here to do business. However, as
a family the way we do things is
important. We're all about having a happy,
friendly attitude! Look around at all of
these different people: they all have the
same passion. If you approach your
business with empathy, it will be natural.
These aren't just words either”, he insists.
And then he adds: “Sit down for 5
minutes, look around you and just take it
in. Can you feel it, this positive energy?"
97
RULE #6
GENTLEMEN'S AGREEMENT
Everyone who works with Duo knows: a handshake
means giving your word. Guilhem, General Manager of
North America, is devoted to that. “Our relationship is based
on a Gentlemen's agreement, where you just have to respect
your commitments. We'll never make direct deals? We're
100% for dealers! Give me five!"
A handshake between
exhibitors and Duo
distributors is also
pertinent.
T he atmosphere may be
cool and fun, but there is
still an implicit code of
more. Our gentlemen's agree-
ment does not have any legal
or contractual value, but its
they share our desire for long-
term partnerships.
Understanding each other,
conduct. Guilhem knows this. symbolism is stronger than communicating and moving
“If something works, don't anything - a handshake seals forward together is far more
change it! We have always the deal. We want to develop a
important than any legal
respected this operating mode different approach to distribu-
tion. Imagine a model that contract.
by the book. Being devoted to
keeping one's word is applied doesn't oblige its members, but
Our clients on the American
to all our commitments, like rather creates a 'community' of
market, where business is
being 100% behind our interests which, on the contra-
ry, would release everyone's governed by lawyers, have
dealers. It's true that we've
grown, we've reached a size energy. One of the important worked with us since the
that requires us to structure criteria when selecting our opening of the subsidiary.
our business relationships dealers is that Without contracts!”
99
Paul is the
director of
Advert Impact
in Lyon.
PROJECT
Surf the waves

of California
“6 years of marriage to the day", Paul remarks to me
as he greets each Duo staff member with a kiss on the
cheek. It was in 2011 that he discovered Duo for the first
time as this same show in Düsseldorf. With a big smile,
he admits to me that this encounter has changed his life.
P aul is a direct and

amiable person, and
wastes no time before setting
synergy with Duo. What I love
is that they never stop
improving their products!
think that this dream is going
to become reality. I am
planning to move there and
the stage. "In 2011, I came to Panoramic in 2011 was become a booth dealer! I'm
this show looking for a stretch already great. They managed going to be selling Duo
canvas supplier for my main to take it to a whole new level products.
retail business. I met the Duo with Panoramic h-line: we're
team, which is pretty much the now able to really enhance a I know their product by heart,
same today. The product space and make this market they're already established in
seemed serious to me; I tested more environmentally-friendly the market there, so it's just up
it and it worked. The human by reusing the booths, and I to me to do the rest...I'm
dimension take care of the rest. assure you, our customers are moving there with a true
One and a half years later, I very sensitive to this. I'm going business project in a market
created a business devoted to to share a secret with you", he that is growing, with a
booths! Given the quality of laughs. "Ever since I was little product that has proven
the product and the services I've dreamed of living the itself... Life is great, isn't it?"
offered, I did not waste any American experience in
time. I signed my rst California. For a guy from Interview by
Cyril Gayraud
contracts with Panoramic Biarritz who loves surng, you
and have since evolved in total can imagine why... And I
EXHIBITING FROM LAS VEGAS TO PARIS:
TO ExhibitorLive
LEARN
MORE
NORTH
AMERICA
The USA is home to a
trade show called
ExhibitorLive which is
held every year in Las
Vegas. Duo takes
advantage of this
occasion to meet with
several of its dealers.
These are the kinds of
convivial moments that
Duo's customers really
appreciate. "I'm very
fond of the work
environment that Duo
creates. They manage
to maintain a high
In Paris (see photo above) and Las Vegas (see photo below) alike,
level of professionalism it is fast and simple to adapt a graphic just as Duo does
while having fun. during its trade shows.
Their desire to provide
us with regular This is the can't-miss
training is very event of the industry
enriching, and there held on American soil.
are always Duo has exhibited at
opportunities for ExhibitorLive for 14
discussion, as well as years. In order not
chances to ask to depart from the rule,
questions and get the show was attended
answers.", says Michael by first-timers this year.
Mast. To conclude the three
evenings of the show, a
social gathering was
organized for about
a dozen customers
who had received prior
invitations. The “BBQ
made by the Duo
Team" context seemed
to be very popular. One
thing is clear: in both
Düsseldorf and Las
Vegas alike, good
Michael Mast, Mast recipes are always
Packaging a hit.
101
1
TO LIBRARY
LEARN 1
MORE
DÜSSELDORF
Euroshop
This is the library space where several

customers and prospects are chatting in
a warm, welcoming setting.
The world's no. 1
retail trade fair
hosts more than 2 3
110,000 visitors
from 138 countries
DEMO KITCHEN
each year, along
with 2,200
exhibitors.
Created in 1966,
Euroshop
conrmed once
again that it is the
can't-miss event for
world trade.
The 2,8M square
feet (261,817 square
meters) space is
structured into
7 dimensions.
(POP Marketing, Expo
& Event Marketing,
Retail Technology,
Lighting, Visual
The product demonstration and 3D The kitchen is always full throughout
Merchandising, Shop design space with the PS3D home the day: coffee and tea are served at any
Fitting & Store Design solution are always a hit! (see p. 49). time, and the evening cocktail is a must…
and Food Tech &
Energy Management).
8 m (2 6 ft)
)
20 ft
6m(
In successive waves, the visitors flooded in; the 2017
show goes down as a win.
ft)
10
m(
32
TRANSPORT
FABRIC TO ENHANCE OPTICAL ILLUSION

1 booth & 4 environments
4
OFFICE Feel invited to enter the 861 sq ft (80 sq m)

kitchen. This is a =
completely convivial place where
1059 ft3
at home people open up a little
(30 cubic meters)
more over coffee. The
A booth is built experience continues =
around an atmosphere with the ofce, the 12 crates
that symbolizes a perfect place to The 861 sq ft (80 sq m)
company's values. Duo exchanges contacts booth with a height of
therefore set out to
and discuss products 20 feet (6 meters) is
foster connections,
and services. Products transported in 12
invite guests into a crates measuring 60 to
may then be explained
home, and welcome 99 ft3 (1,7 to 2,8 cubic
and demonstrations
them as part of a meters) each.
family. As for the may be given. Later, Optimization is seen in
decor, optical illusions prospects along with even the smallest
were carefully Duo reps nd details, and benefits
designed to dem- themselves in a quiet are appreciated at all
onstrate the level of space, resting on the levels: they include
library's sofa, to a smaller carbon
detail that dye- footprint, cheaper
sublimation printing discuss the nal
The office corner is 20 feet (6 meters) transport costs, and
high: modular solutions are reaching can achieve. After common points they optimized storage costs.
incredible heights! walking into the share with one The setup time is 2
space, prospects are another. days for 5 people.
103
CSR is defined as social issues and relations with customers, suppliers
and civil society - the evidence in pictures!
RULE #7
BUILD FRIENDLY
RELATIONSHIPS
Meetings are by nature friendly occasions, as proven by one
evening at the Euroshop Fair. Duo employees and customers met
at a brewery on the Rhine, no offense to the owner who
eventually got annoyed by such hearty commotion.
Maxime, Director
of Operations at Duo
in Montreal and
Fabien, Industrial
Director in France,
regularly connect
through Skype.
This doesn't
eliminate the
distance but helps
them maintain a
direct connection.
I remember a discussion with

the sales reps at the
beginning of our meeting. In
pleasant. In this business, we
build trusting relationships.
Once that's established, you
French and Canadian
Production Managers as they
shared process improvements
chorus, they all claimed to have naturally become close.” and anecdotes from their week.
a real connection with their Without a doubt, this friendly
customers: “We all have people So, it's no surprise that I found environment also promotes
of different ages and origins myself in the brewery that well-being at work.
who are in front of us and ready night in what was a very laid
to do business. But they want to back atmosphere. And what is
have fun doing it, without any true for external relationship
fuss and with a lot of applies to those within the
professionalism. It is a reality company as well, as illustrated
inspired by new generations. by the Skype conversation I
Combine the useful with the stumbled upon, between the
105
THEIR
FIRST
DUO A real estate
promoter
exhibits for the
first time with
a modular
booth. A new marketing
director prepares her first
trade show for the group. A
dealer creates a Duo booth for
the first time. Together they
will discover rule no. 5: stay
calm from start to nish.
The 'L'arbre blanc' real estate project will
make a lasting impact on the landscape.
Family Business Tour: their first duo
Agnès from the Promeo group knew that she had found a winner with this customized
turnkey solution created in less than a month. The Duo experience is conclusive. “It looks as
though real paintings were hanging on the walls”, Gilbert, her boss, tells her. She smiles.
“When you're the new
marketing director
and your boss sees the
booth for the first
time... peace of mind
means feeling a sense
of security!"
They say that there's no such thing as a chance

encounter. I meet up with Olivier, a friend from
university, who is now the co-director of the
Promeo group. “I'm telling you... When we first
mentioned to my father that we were considering
a fabric booth measuring 1400 sq ft (130 sq m), his
first reaction was: ‘Are you sure that's going to
work for the Quechua booth ?’ ...and I knew that
it would!"
Far from the commotion
of the show, Alain, the
exhibitor and partner
architect for the "L'arbre
blanc" project, enjoys a
few minutes of peace and
quiet at the Promeo
group's booth. He saw this
booth for the first time
on opening day, as he did
not take part in designing
it. "It's really amazing!
The booth reflects the
purity of 'L'arbre blanc' ",
he tells me. “However, for
taking photos, the
luminosity of the
background makes you
look like you're in a
silhouette...", Pascal reacts
quickly: “All you have to
do is wait for the right
moment for your face to
be lit by the backlit
screen in front of you...”
Click.
111
The LEGO® of the booth world: Build your

own image and adapt to every stage...
Eric of EK Impression designed the booth for the Promeo group with Agnès. “We started
with a blank page, without a style guide or history. What made the difference? It was that
we created something original, large-scale and elegant with four pieces of aluminum and
printed fabric, all within a very tight deadline. And believe it or not, this was the first
Duo booth that I ever created", he adds. We've spoken to him since,
and he's now working on his fourth order!
Our guest
Agnès de Acarregui
Marketing and Communication
Director of Promeo.
They have
industrialized
customization:
the tour of the
factory simply
blew me away...
When Eric from EK Impression told

me that we could achieve this with
Duo's products, I hopped in my car
and went to visit a factory to get my
Agnès sketched the first drawings own idea of it. I instantly understood
of the 1400 square feet (130 square that it would accomplish this: I
meters) booth by hand and was able to
discovered graphics with magical
capture its spirit in doing so. The rest of
the puzzle came together as follows. optical illusion effects, the possibility
of showcasing them using backligh-
ting and the fact that we could even
reuse the modules. I made projec-
tions right away, as Duo was able to
A
adapt to our requirements. Seeing
gnès is still over the moon the organization of this factory and
about the nal rendering of the production volumes it processes
the Promeo Group's booth. completely reassured me, although I
"It's the rst time that we have was still stressed about the
exhibited in such a big space. And deadline", she laughs. "When an
what a rst it was!" she exclaims. industrialist keeps its entire produc-
"We had three major requirements: tion process in-house, this means it
make it beautiful to echo our ‘L'arbre is committed to controlling the
blanc’ program; be sales-minded by quality of its product. We had three
presenting our other programs, and weeks to set up our Lego® creation
manage to blend art, our CEO's and select the right graphics. The
passion, into the mix. results are plain to see!"
113
François,
manager of
Adéquat
Expo in
LIFE STYLE Montpellier, has
20 years of
experience
working in the
booth industry.
Enriching
experiences
François also had his first experience…20 years ago. A
seasoned professional in events and booth design, he has
been a Duo partner for two years and knows modular
solutions in and out. It is a solution that gives him lasting
peace of mind.
A fter a whirlwind visit to

the real estate trade show
in Montpellier, which hosted
product, you have contacts; all
you have to do is pursue your
objectives and spread your
that the design and visual
rendering are top-of-the-line
and that setup is incredibly
around a dozen booths, we sat wings.' I admit that it was simple, your business really
down on the steps, away from stressful in the beginning, but starts to take off! In addition,
the hustle and bustle. since then I have increased my my quality of life has improved,
sales by vefold. Duo solutions I work alone from home and
I noticed that you knew a are powerful business am a big supporter of all of
lot of people here. opportunities! They have Duo's services (design ofce,
structured a ‘drawer offering’ assembler network, storage, etc.)
"I'm from Montpellier, I've that allows for the greatest I devote 100% of my time to
worked in this business for freedom and, most importantly, customer relations. This truly
more than 20 years. This makes provides the most adapted reects my vision..."
it easier for me to access SMEs solution for each situation.
that are active in this industry. When you tell a customer that Interview by
Cyril Gayraud
I started my own business after the solution that you can offer
discovering Duo. I found their them may be reused for dozens
products simply amazing and I of different congurations that
told myself,'Here, you have a are adapted to each trade show,
TO
LEARN
MORE
TAKE ACTION
My small
company has
not been REGIONAL
affected by
crisis...
François explains
his design trick for
encouraging
interchangeability
between frames.
We're celebrating
three years of effective
collaboration with this
local advertising
agency! “Since
starting our
partnership with Duo,
we have not been
affected by crisis”, “The reusable formula has more
Sarah from Heboo than just a few followers”
assures us. You can
nd her on all fronts,
in work clothes for “Specialized regional Adéquat Expo. "At this solutions: it's not the size
trade shows are currently trade show, I have all of the company that gives
setup, then in a suit... growing thanks to types of VSBs and SMEs,
She seems to have value to the booth. For
increasing demand from and it's impossible to tell
found her motto: exhibitors. They are also the difference between both rental and purchase,
“I am always exactly equipping themselves in a them! This is also the I have found a solution
where I need to be for more professional magic of modular for every scenario.”
my customers.” manner. Banner stands
and other portable
solutions are being
replaced by modular
solutions. The reusable
formula has more than
just a few followers”,
conrms François of
115
RULE #8
PEACE OF MIND
IS A CONQUEST
“The curtain goes up at a very precise time.
Regardless of unexpected and last minute changes, everything must
be ready. Excellence is mandatory. You have to maintain peace
of mind from start to nish. Knowing how to observe means
being able to transform things. Only then can we respond
productively." David, Sales Manager for North America, insists on this.
Dave, from
Optima Graphics
(USA), shows
Philippe and
Nicolas his latest
achievements.
I 'm curious, I insist : “Why

are you talking about peace
of mind ?”
this in all the training
courses I coordinate in
Montreal. You can sell a
the US. Americans want
things done quickly to increase
business. They need that peace
215 sq ft (20 sq m) booth for of mind throughout the
“Simply because peace of mind $15,000 in 3 hours. And project.”
is a great asset in our you'd have no problem
relationship with clients. It's backing up its
something symbolic that we manufacturing, design and
want our prospects to feel. Our delivery.
modular approach is a
guarantee of perfect results Everything is organized to
and peace of mind. I swear I'm produce up until four days
hardly exaggerating, I repeat before the event. It's one of
117
Family Business Tour: Duo's history
Duo's
history
A company is built over time through
having an active and open perspective
towards the outside. Innovative concepts
are born from listening to and meeting
with others. Close to market players,
Philippe tells us how the past has shaped
the future, and how 20 years of encounters
have allowed for progress. “With empathy,
we understand other people's emotions.
With sympathy, we can share them."
We take a journey through time with
this CEO, who has never stopped
adapting to market needs.
Duo 1 at the
cutting edge of
three-
dimensional
structures. Its
setup required
highly
qualified
workers.
Dan Duqué,
CEO, presents
Duo 9.
Dan Duqué created

an aluminum trading
company and named it
DUO. Thirty-five
years later, Philippe
meets him and Duo 12
commemorates the set up in the
moment with a selfie. arena of
Arles.
1982 1987 1992

1986
September
May. 25
P
hilippe, age 44, purposeful way. The atmosphere is surprising,
enjoys the good A few days later, he invited me and is even quite calm, as there
things in life. I to come check it out... The are employees sitting there
met him at a meeting was set, and I arrived working on a project for a booth
"Disability and at Duo on a Monday morning. with "tropical" ambiance. It feels
Work" evening in June 2016. He The CEO's ofce is not on the more like the atmosphere of a
told me with a great deal of top oor in a glass tower. In the start-up company. Philippe, who
authenticity about his company entrance, the company's became CEO in 2015, is the
based in Lansargues. He products are on display: perfect example of a jack of all
emphasized his desire to grow it modular booths with graphics trades. "I began working here
but to do so in a special, featuring optical illusion effects. after nishing my engineering
119
Philippe
Beille is hired
to strengthen
the production
teams and the
design office.
duo.blue
the first self-
locking pop-
up frame,
achieves
great
Campbell Whyte, a commercial
Canadian customer, success!
is a Duo partner
from 1982 to 2014.
1995 1996
September 18 September 29
1997
March 24
François Frezouls
purchases Duo
degree. From the start I could looking for an engineer to oversee product innovations, they also
never imagine myself working product development. The had to master the manufactu-
for a large corporation with company was in the midst of ring process. The pop-up booths
strict rules and methods that are undergoing major changes. To and banner stands, particularly
lifeless as the color of their suits. conduct business with dealers, it the duo.blue and duo.sprint,
I'm sure that's the rebel in me was necessary to become an helped accelerate the company's
talking. Still, I had many industrialist, and it seemed like exports. Then, the rst roll-ups
interviews on the Champs- a good goal. Duo wanted to grow with aluminum casings helped
Elysées, but Duo called me and its business in the booth market strengthen this momentum.
François, the CEO at the time, with new ideas. However, to When Dan left in 1998, François
insisted that we meet. He was have complete control over its asked me to become his partner.
François Frezouls, CEO,
and Philippe Beille
pound the pavement with
Ismo Seeve of SEISMO
Amsterdam
The first booth

exported to
Amsterdam
with customer
Eddy Joon.
Parisian customer
Stand 2B, invited for
Launch of duo.sprint, which becomes a best- an "internship" at the
seller in Europe and North America. The grape harvest festival
"Swiss army knife" of banner stands, it would of Nîmes.
go on to sell up to 50,000 units per year.
1998
April 9
1999 2000
June 1 September 29
This began a collaboration that should not change is our North America. "Today we are
has lasted now for nearly 20 mindset and the relationships an industry! I love our factory,
years. Our respective roles of that we have with our customers, I take delight in watching it
CEO and General Manager were our friends we've had for many operate, grow, and produce...
dened according to one simple years." After François retired, If the company changes, it's
rule: "He does everything, and Philippe became the majority because of our encounters, and
I do the rest..." The deal with shareholder along with seven especially because of the empa-
François was truly great: other executives with key thy and caring attitude that
“everything extra that you earn, positions in the company: sales, have become our trademark.
you reinvest it!" he would always production, marketing and We do not establish customer-
tell me. The only thing that nance, in both Europe and supplier relationships: instead
121
2001: We treat our

customers to an
exceptional, dream-like
moment in a helicopter
ride over the Grand
Arrival at the
Canyon.
Las Vegas airport
to attend the
ExhibitorLive
trade show.
With 6 large
bags containing
Las Vegas
our booth, we
take a limousine
to the show, as
it is cheaper
The Duo team than taking the
relaxing in Val 6 taxis that
d'Isère would we need
to transport
everything. A hot bath in -7,6°F (-22°C)
weather after a sales meeting in
Finland, in the archipelago... A
great way to strengthen
2001
January 19
2002
March 18
we create win-win duos. This these rules that you will be still need rules. Otherwise
concept is at the core of Duo's protable." "I have never you might get lost! And, our
philosophy today. It has even forgotten that rules are necessa- rules are rst and foremost
become of the dening rules of ry: we have eight of them common sense, values that
the company: the 'gentlemen's currently", he says. I then we have learned from our
agreement,' as you might call question him about the following experiences, such as convi-
it. Philippe smiles and recalls paradox: "Isn't it somewhat viality, listening to others,
the words of François Frezouls surprising for someone who solidarity, etc."
by heart: "Prot is guaranteed if rejects lifeless methods to have so
you act according to the rules. many rules?" "Even if you After taking a guided tour of the
It is by applying and following know where you're going, you company, we return to his ofce.
Opening of the American
Chicago office in Chicago.
Philadelphia
Opening of
an office in
Philadelphia,
USA. Duo
launches dye-
sublimation
printing on
The former premises of
Sommières. fabric. A
silicone edge
Leaving is sewn on to
cramped allow the
quarters in graphic to
Sommières, snap into
Duo opens its frames.
new premises
in Lansargues.
2004
May 10
2006
June 25 2008
October 12
I was astonished to see to what easy", he tells me with a smile. became our goal, our quest..."
extent a custom booth solution He shows me pictures of the Then, he stops to look at a photo
could be industrialized. I share rst booths, Duo 1, Duo 9, and and exclaims, "Ah! 1998! This is
my comments with Philippe, Duo 12, all of which were duo.sprint, a real commercial
who starts looking for a gray amazing yet incredibly complex success that allowed us to reach
shoe box from which he takes to assemble, he tells me, a milestone in international sales
out dozens of photos. "Do you requiring true architectural and with R&D. Look, here I am
have some extra time? I will feats with aluminum structures. in Finland in 2002... Following
show you everything that "These stages made us unders- a sales meeting we took a bath
happened to get us where we are tand that a good exhibit solution in -7,6°F (-22°C) weather."
today! Simplifying things isn't must be the simplest, so this
123
Duo expands with

the purchase of
Pop Displays
Montreal
March 2014,
Launch of François
Düsseldorf
Panoramic and Loïc take
with a patent the Bréard
at stake. The team to Las
company's new Vegas for an
cutting-edge exceptional
product is team-building
exhibited at trip. A great
Euroshop in way to
Düsseldorf the combine
Creation of a printing same year.
unit in Montreal business with
unforgettable
life moments.
2011
November 30
2014
March
Philippe stops for a minute, and simplied our booths to make de Vinci said that 'simplicity is
appears to be caught up in his exhibitors' lives easier. We the ultimate sophistication,' and
memories. He puts the photos became facilitators in a way! this is what we are trying to
back in the gray shoe box and This is the major strong point of achieve. We live in a complex
tells me: "Although we're our modular solutions. Each day world, one that is mobile and
talking about the future, these we learn how to simplify and undergoing great changes.
photos make me a bit nostal- think simply", he tells me. Exhibitors and our dealers expect
gic..." My curiosity is not simple, protable and environ-
completely satised, and I ask Duo has therefore turned its mentally-friendly booths
him for more details about Duo's ability to simplify into a from us. In this way, they will
progress. "For years, we business in itself! "Leonardo use exhibiting media much
“Profit is guaranteed if you take
action according to the rules. It is
by applying and following these
rules that you will be profitable.
So in short, this is what's
important to me: have a unique
way of viewing others, manage in
a way that puts others first and
encourages them to be their best
self." François Frezouls
melin
a
uy H
©G
2016:
Establishment
of frame
storage
facilities near
exposition
centers.
Duo optimizes
its operations
by developing
Montreal
its CSR
The Montreal unit moves into approach.
much more spacious premises.
Leadership
2015
of the
company is
assumed by
Philippe
2016
January 3
Beille and 7
other
executives. December 25
more often. This opens the door solutions with as little impact as 11:45 AM. Philippe's phone
to writing a beautiful story in possible! However, this approach vibrates, and he signals to me
which we provide solutions with is still new to exhibiting media, that he must answer it. I take
ever-increasing simplicity, which so we must therefore facilitate this moment to say good-bye
include the aspect of responsibi- access to these solutions. Going and take my leave...
lity described in our CSR from an image bearer to a bearer
approach. Taking social, of hope while giving it all
environmental and human meaning. CSR is not a cons-
responsability into account quite traint but rather an opportunity.
simply boils down to using This is what the economy of
common sense: create the best "good" means to me..."
125
A graduate of ESSEC
Business School and
Marketing Director for
Duo, Nicolas worked in
an advertising agency
as an account manager
for Nurun, which was
later purchased by
Publicis. He then
joined Duo's marketing
department, and after
working in Chicago for
three years to develop
its US subsidiary, he
finally returned to his
first love: marketing.
Futuristic fiction aims to describe the world as
it might be in the near future. Nicolas first
embarked upon this difficult process while
sitting on Duo's patio in Lansargues on a
beautiful sunny day. The marketing expert
began to imagine how the future would look, as
he is one who embraces the mystery of what
lies ahead.
2033
A F U T U R I S T I C M A R K E T I N G S T O R Y
THE NEAR
FUTURE 127
Family Business Tour: 2033 the near future
Chapter - I -
D
ecember 2033. France has seen its growth
evolve in a world in which “everything is
getting faster and faster.” Sales
relationships continue to be built on the
same foundations, through interposed
screens or through advisors, who have
become highly trained experts. Face-to-face
exchanges even regained importance in the 2020s, and respecting
commitments is at the heart of all systems. There is no doubt that
articial intelligence has led to signicant changes; however,
common sense has nally come to prevail in economic logic.
Still today, professional trade shows abound all over the world.
Emerging countries from the early 21st century also now host
their own events which are attended by thousands of companies
looking to gain closer proximity to their customers and prospects.
Major metropolises are home to the world's major exhibition
centers, and regional shows are also key events within national
boundaries. Each area of business has its own preferred way of
exhibiting at a global scale.
Mentalities have changed, and needs have changed as well. With

a background of repeated economic crises, international commerce
has experienced a revolution. Corporate social responsibility
(CSR), a new market standard, has imposed new codes: ecology
and respect for citizens are at the heart of all entrepreneurial
commitments. The world of trade shows has undergone a
profound change in relation to environmental issues, as Duo, one
of its forerunners, had predicted.
In 2025, the world of booths was able to make up for lost time in
the circular economy. Businesses have reduced their marketing
and advertising budgets and have adopted a strong pro-
environmental approach. Cutting down on waste,
Denition of CSR :
Corporate social responsibility is a voluntary
approach in which corporations integrate social
and environmental concerns into their business
activities, as well as into their interactions with
stakeholders.
reducing pollution and establishing fair and equitable human

resource management systems are now fully integrated into
production chains.
Modular booths quickly became the market standard as a durable

and reusable solution. In 2010, industrial player Duo had already
launched a new concept based on fabric printing with reusable
aluminum frames that could be adapted to various congurations.
Only the image itself was transported. Seven years later,
exhibitors had fully adopted this solution by creating their own
stock of frames and reusing them for each of their events. Image
was king, and disassembling the frames and changing out fabric
graphics had become a common practice. Only the fabric was
reprinted at production sites present on ve continents.
Building on this growing success, the modular specialist initiated
a circular economy approach. It rened its concept: to limit
transport and storage costs and reduce environmental impact, it
created specialized hubs located near major exhibition centers.
Exhibitors have since relied on these local ecosystems consisting
of materials and assemblers. A virtuous circle quickly developed
based on the economy of sharing. With the rise of articial
intelligence, the modular specialist has optimized the
dematerialization of its production.
(December 2033) ... Corporate

social responsibility (CSR), a new
market standard, has established
new codes
129
Chapter - II -
J
anuary 28, 2034. “Maritime transport in full
turmoil,” reads a headline from the The Herald
Tribune. This ongoing crisis oods the mainstream
media and circulates constantly on social
networks. The world is experiencing a new major
commercial transformation. Commodities travel
less and less, while the economy is just as
globalized as ever. A new code has been established: production
centers are multiplying near places of consumption…
Hugo is a hydraulic engineer. He is eager to take part in Water

Week in Madrid, the professional trade show for his industry. He
travels from continent to continent at least twice a quarter. He
has just packed his suitcase and picked up his cell phone: these
make up his mobile ofce. He would not miss a trade show for
anything, since when at a show he feels a true sense of belonging.
He enjoys the convivial spirit, the cultural blending and the
lasting relationships that he creates there. Beyond doing
business, each trade show is the chance to meet incredible people,
exchange, share and expand his imagination... At the age of 30 he
stopped going in to his ofce. Virtual reality made conventional
workplaces a thing of the past. Today, companies function with a
teleworking model: they rent meeting rooms to provide monthly
business reports, and conduct brainstorming sessions via Skype.
Huge rarely meets his colleagues in person. Friday night happy
hours belong to a bygone era.
Water Week is a very important event for his company. This is

where business is done, where partnerships are created, and
where important contracts are negotiated. Two months ago, Hugo
had the opportunity to meet one of the three major African
hydraulic solution specialists at the Cap trade show in South
Africa. He hopes to meet up with him again in Madrid.
Sometimes, when his younger colleagues are around, he tells
them stories of his journeys in the evening. At age 50, the
Production centers
are multiplying near places
of consumption…
memories abound... He always makes everyone smile when he
talks about his rst trade shows. "Twenty years ago it was a
real adventure. Several marketing and advertising staff
members had to be mobilized to reserve spaces, design
booths, and nd the right delivery and installation
service... All this with the stress of deadlines and making
ight and hotel reservations. Now everything is so easy!
With the Modulo mobile app, you specify the area that
you've reserved, you choose your booth conguration and
select the services that you need: installation & dismantling
services, design, graphic creation, etc. The only thing you
have to do is approve the proof prints to launch the
printing of your fabrics."
"I remember one trade show in Tokyo in 2015. I arrived six

days earlier than everyone else. I was running around all
over the place. You haven't had to experience that... it
builds your character! Now you arrive at a trade show two
hours before it opens, and a guy is waiting for you to give
you the keys to the storage room. Everything is perfect, the
graphic of the water drop is remarkable, and the exible
digital touch screen on the side is already working. You
used to have a big screen and had to make do with bugs. It's
so much more convenient now! You e-sign for your booth,
and the accounting department receives the dealer's
invoice within a few hours..."
Like every year, Marco is waiting for Hugo to give him his booth.
Marco is running early this morning, and a coffee break is very
timely. "I have been setting up and disassembling booths for
twenty years now", he tells him. My company has a warehouse
on the outskirts of town where we store more than 2,000 frames.
131
"All I have to do is take the materials I need for the booths

based on the options for each. UPS delivers the printed
fabrics four days before the trade show starts. It takes us
about three hours to set-up a booth, on average. This is how
it works in more than 50 cities all over the world. We have
created a worldwide set-up network. Nothing travels
anymore besides the fabric graphics... We have
dematerialized everything!"
Marco nishes his espresso and continues: "We are from the
same generation, right? You must have also experienced the
great excitement and setbacks of booths back in the day. A
great deal has happened since then." Hugo smiles. The
economic model that he's learning about bewilders him.
Everything is perfectly structured and runs like a well-oiled
machine. "It must have taken time to create such an
impressive organization... When you don't have to worry
about anything, you end up not asking any questions", he
says with a slight grimace.
Marco tells him that his company implemented the Re-duce, Re-
use, Re-cycle concept in 2020. It is through this acquired expertise
that exhibitors can now enjoy lower rental costs 14 years later.
"Your frames will be used by other exhibitors in the same
week. This is what we call the economy of sharing.
Competitors began adopting the same approach a few years
ago. We also perform repairs for customers who use the
same frames at several national trade shows. Now you rent
a booth like you rent a car: it's so much simpler! We take
care of everything, and we do everything we can to make
sure users are as 'Re-laxed' as can be", concludes Marco with
a smile.
Water Week in Madrid is a huge success. The hustle and bustle of

the immense anthill has given way to silence. In one hour, the
assemblers arrive. Hugo takes this opportunity to draft a report
"Your frames will be used by other
exhibitors in the same week. This is
what we call the economy of
sharing... We take care of everything,
and we do everything we can to make
sure users are 'Re-laxed' as can be"
and pass on the contact information for new prospects from

Malaysia and India to his company. Marco arrives humming a
amenco tune. Hugo has known him for a while now, and he's
always so punctual. He has a deep look in his eyes, a rm
handshake and the craggy face of an old seaman. "Here, I
thought your wife and daughter might enjoy these", he says
to Hugo, handing him a paper bag. Hugo quickly opens it and
discovers two handbags inside. "We give fabric graphics that
won't be reused to charitable organizations. This allows
new integration sectors to be created. It's also what Re-cycle
is all about."
Hugo is once again taken aback. Everything is here: design,

nishes, and subtle ultra-trendy accessories. "I know two women
who are going to be thrilled! These handbags are just like
your booths: truly captivating!"
133
134
S e a s o n - 2 -
Some of the decor

in Lansargues makes us
think that season 2
will be full of surprises!
135
00
They
also
said
Philippe Beille,
CEO of Duo
A family is strong when its members share

common rules and values. To live together
means to get involved, communicate and share.
We all need to bring enthusiasm and make
others want to be a part of it. Together we can
spread this “nice virus”.
With graciousness, motivation, commitment

and the desire to see a job well done,
anything becomes possible.
Thank you to all the men and women who
work daily to make Duo what it is.
You are truly an inspiration!
Justin,
Operation Manager at Display
Dynamics Ltd.
Sebastian,
“Duo is always Key Account Manager at OMNIA
attentive to concept GmbH & Co. KG. Michel,
Co-owner of STAND 2B, Paris
receiving dealer “We're highly
feedback in an effort demanding clients, “Soon they'll
to continually we always want be giving us a
improve both their more!” loyalty medal!”
products and
customer service
experience”.
Aurélie,
Marketing Operations Manager
Kathy and Frank,

Jelena,
Office Manager in Chicago
“Analyzing our dealers' CEO of Katherine Frank
Creative
needs so we can
“Innovation and provide the most “Our personal
quality refers not effective marketing and professional
just to Duo's tools for their business relationship
products, but to the is what drives our with the Duo
people as well.” marketing team on a team speaks for
daily basis!” itself.”
137
They
also
said
Torsten,
Director General,
Czarnoswski Germany
Duy, “Duo has created a

Production in Montreal
new model: a
“We are modular system that
uncompromising allows exhibitors to
Matthieu,
when it comes to Sales Manager for Duo in exhibit worldwide
product quality.” Germany. with coherence, high
visual impact and
controlled costs.”
“Our products
are designed
with a sense of
extreme detail
to meet the
expectations of
our most
demanding
customers,
Jean-Romuald, which is in
Account Manager in Montreal perfect Marina,
harmony with Sales Representative at Duo
in Lansargues.
“Alone we go the German
faster, together market!”
we go further!” “We can industrialize,
but never at the
expense of the close
relationships we have
with our dealers.”
Laetitia,
Customer Service manager in
Montreal Angélique,
Sales Representative in France
“We have to be
heroes for our “Serving clients
customers.” for over
12 years: love
has no limit!”
Christel,
Duo Artistic Director
“Duo lets me
express my
creativity.
When I create
a booth, I
imagine an
atmosphere
and get started
Christina,
immediately!” xpo.center Montreal
“Employees
grow and evolve Som,
Seamstress in Montreal
with Duo. I've
had the chance
to discover “We all
several positions contribute to
here.” customer
satisfaction.”
139
We thank the entire Duo team for all your caring support. It is far from
easy to be constantly observed, photographed, approached and
questioned. It was impossible for us to meet everyone and the number of
pages has dictated certain choices! We've enjoyed the freedom to come
and go and interact with Duo distributors and their customers from one
show to the next. Many thanks to your lovely family for opening your
door to us. We wish you all the best.
Authors Pascal and Cyril
DUO DISPLAY
344 rue du Jardin Colar
34 130 Lansargues
France
duodisplay.com
Publisher: Philippe Beille
All rights reserved. Any partial or total reproduction of this book, by any means whatsoever, is strictly
prohibited unless expressly authorized by the Duo group. The information published here is collected
and drawn from the best sources. However it is provided without warranty of any kind and is by no
means the responsibility of the publishing company.
Photo credits: Pascal Cote, Guy Hamelin, Duo
Legal deposit June 2017

SIREN 395 122 088
A production of Editions Entretiens Gagnants
Our publishing concept is a medium, halfway between book and magazine. The goal is simple: an alternative
way to discover a company through an up-close and personal immersion within its walls. This book tells and
shows the approach of a trade through field reports and meetings with company stakeholders. Our goal: to fill
readers with pleasure as they see and understand through an abundance of immersive iconography and original,
even surprising reading angles.
-
meg
+336 15 65 70 67 editions-entretiens-gagnants.fr Éditeur de la revue
cyril@lemeg.fr Le
lemeg.fr
Photos : 2016-2017 Pascal Cote
Les éditions Entretiens Gagnants

sarl MGA, 4 Impasse Floquet, 34 310 Capestang.
Numéro siret 494 728 678 00017
AnMook
Un Entretiens Gagnants
des Éditions Editions Gagnants
Entretiens the Duo
Book for pour Display
Group 140
00
- 1 -
“We would like to thank all
of the passionate people who
have worked with us to grow
S e a s o n
and bring our beloved
business to life for 20 years
now.”
Philippe Beille,
CEO of Duo.
We were invited to take part in the “Family Business Tour,”

a road trip, or rather a live experience that unfolded on
the stages of international business. We began our
journey in Lansargues, France, where this community has
its roots, a community with an almost “contagious” vibe.
During this adventure we were immersed in the world
of trade shows. The media of encounters is unique: here, the
friends one makes are genuine; they are there with their
senses engaged. We got to know its members, and we
learned about their values, expectations and rules: they
want more mobile booths with a more permanent feel and
a stronger design aesthetic. The keys to profitable exhibiting
are sustainability and adaptability! We discovered that
empathy is more than just a way of meeting others; it is
also a business model. The well-being of others and the
planet depend on it.
Today, being noticed isn't enough: you have to be
remarkable!
Twenty years of both voluntary and fortuitous encounters

have created a lifestyle while also laying the foundations
for the modular booth industry, which has adopted a 100%
B-to-B approach that respects the freedoms of all
individuals. The program is simple: help all business players
present and re-present their scenes easily and indefinitely.
An Entretiens Gagnants Éditions Book for the Duo Display Group

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L A N S A R G U E S / PA R I S / M O N T R É A L / C H I C A G O / D Ü S S E L D O R F

An Entretiens Gagnants Éditions Book for the Duo Display Group

By introducing virtual reality and making distances seem

Duo has been manufacturing exhibit booths for 35 years, and

We believe that this growing need for exhibiting comes with

Together, as Duo teams, exhibitors, and dealers, we must work

Their rst Duo

118 Duo's history

THE NEAR FUTURE 126

When international business

An Entretiens Gagnants Editions Book for the Duo Display Group 4

The media of the encounter

Producing awless scenery

An Entretiens Gagnants Editions Book for the Duo Display Group 8

Do more with less

An Entretiens Gagnants Editions Book for the Duo Display Group 10

An Entretiens Gagnants Editions Book for the Duo Display Group 12

"ROI, the king

An Entretiens Gagnants Editions Book for the Duo Display Group 14

Making simple solutions

Rehearsing peace of mind

Olivier is not at a voice

46 - SPOTLIGHT : "I discovered an industry!"

An Entretiens Gagnants Editions Book for the Duo Display Group 18

It all starts with aluminum profiles delivered in

While gluing the edge of a reception

An Entretiens Gagnants Editions Book for the Duo Display Group 22

For warehousemen Electricity is Domenic's

“All modular and custom booths are

An Entretiens Gagnants Editions Book for the Duo Display Group 26

daily motto”, insists Cosme.

“Printing on paper is mirrored so that it is transferred right side up

An Entretiens Gagnants Editions Book for the Duo Display Group 28

On the weekend, Matthieu works

“All fabric comes in reels. It is partially laser-cut to provide

An industry built by magic hands

“The most delicate step is manual

We spend some time on the floor The ballet-like performance

Alain lets out a laugh..

Based on which panels are being used, fasteners, door

In the shipping department, Alice finishes the accessories kit:

Laure from the

F or Laure, Duo Customer

An Entretiens Gagnants Editions Book for the Duo Display Group 46

The Matooma booth

An Entretiens Gagnants Editions Book for the Duo Display Group 48

For Patrick the laser

THE GIFT OF UBIQUITY

An Entretiens Gagnants Editions Book for the Duo Display Group 50

Cindy, captivated by the

training on PS3D. It's

until the end!

William focuses on the

An Entretiens Gagnants Editions Book for the Duo Display Group

* The world event for hospitality, catering,

An Entretiens Gagnants Editions Book for the Duo Display Group 54

We go on to the next hall. We

He also takes advantage of visits to

"I can do that

Loïc: Give me your briefs

Jean-Marc: Why not? I

Taking selfies is like a

An Entretiens Gagnants Editions Book for the Duo Display Group 56