The strikingly colourful stand, dressed in flowing paper sculpture, brought that experience to life at Excel London through three interconnected narratives. Its interactivity reflects James Cropper’s open, collaborative ethos, earning it the trophy awarded by event organiser Easyfairs.
One narrative theme brought James Cropper’s ‘The Colours of…’ campaign to the capital, asking attendees a single question that is both simple and impossibly complex: What colour is London? Visitors cast their votes on a specially designed postcard, posted into a paper replica of an iconic London pillar box. London bus red received the most votes over the two-day event, beating out popular hues like brick yellow, cab black, and pub-tile green.
This sparked conversations about the places, memories, and experiences that enrich our lives, and the central role of colour in all of that. Jordan Scott, Head of Marketing at James Cropper, said: “’What colour is London?’ sounds like a simple question, but people brought their own memories and emotions to the answer. We learned something from those conversations too, about how people experience colour and what makes a material meaningful to them.
“That’s what makes colour such a fascinating part of our work. A colour can evoke an immediate feeling, yet reproducing it consistently in paper takes considerable technical knowledge and precision. We wanted visitors to explore that connection for themselves through the stand, feeling it and contributing to it rather than simply looking at it.”
