As exhibition design consultancy Iguana Group turns 25, EN learns more about the company’s history and how the industry has evolved from sales director Ben Murphy:
“Iguana Group was conceived by Bromsgrove-born businessman Christopher Murphy in April 1993, and commenced operating from a unit on the Aston Fields Industrial Estate,” he explains. “After strong growth within a short period, Iguana purchased a property adjacent to the BBC Transmitting Station on the Worcester Road in Wychbold and transformed it into a custom-designed premises which remains the company headquarters to this day. From these headquarters, Iguana Group now employs 17 full-time staff – a mixture of sales, design and project managers. As part of an ongoing investment plan in 2017, Iguana has also set-up a US operation in Miami, Florida, working with US-based customers under the Iguana Americas brand.
“In April this year Iguana Group is celebrating 25 years of designing and delivering bespoke exhibition stands to our clients. Our travels have taken us around the planet providing creative exhibition solutions in the UK & Europe, the Americas, India, Africa, Middle East, Australia and Asia Pacific. Our client-base is truly global but we also have strong ties working with local businesses, such as Eyespace Eyewear in Stoke Prior, Titania in Worcester and Mettis Aerospace in Redditch.
“Over the 25 years that we have been in business, we have seen the role of trade shows and the exhibition industry as a whole evolve greatly – from a simple “market-stall” approach to a global form of inclusive marketing which embraces current and future technologies. In the early 90s we were delivering our clients polystyrene and card 3D models of our designs to help them envisage the stand prior to construction.
“Now we deliver 3D virtual visualisations and animated walkthroughs using state-of-the-art design software. Technology is now a major influence in the exhibition stand experience itself: experiential design is used consistently throughout our design solutions. Visitors to an exhibition demand interaction and engagement and it is an essential part of our model that we continue to research deliver cutting-edge technological solutions. Touchscreen interaction, virtual reality and massive LED wall displays feature regularly as part of our diverse portfolio.
“Iguana Group has built a reputation for supplying highly creative and innovative design solutions, professional on-site execution and premium client relationship management. Our business ethos is to provide our customers, new and existing, with the Exhibition ‘Wow factor”, within budget and timelines. Our goal is to retain and grow our customer based through supplying unmatched customer service and delivery.
“To celebrate our 25th anniversary we are planning an all-day event with the Iguana team to say thank you for all the hard work put in by our staff over the years.”