Arc’Teryx Hosts Its Own Mini-Trade Show

ARC'TERYX introduced a new element in evolution this fall as the company hosted its first ever Evening of Innovation.

Held in Montréal in late October, the Evening of Innovation attracted more than 500 key retailers, shop employees, and VIP customers from the region.
The objective was to showcase the company's superior designs in technical outwear and backpacks ­ while also highlighting the many intelligent innovations ARC'TERYX has developed for the outdoor market.

Carried out over four nights, the Evening of Innovation was held in the newly renovated 2,000sqf space of the Canadian sales agency – Agence Yan Bariteau. For the event, ARC'TERYX used 24 of the large canvas-like panels from its trade show booth and the loft was transformed into a hip gallery where the product was displayed in a fine art effect.

Providing the unique aspect of a trade show in an environment that is educational and fun, each evening kicked off with a short presentation on the history and philosophies of the company, followed by plenty of wine, beer, food and music.

“The whole objective was to have a night that was different from any other night in our industry,” said Bob Holding, ARC'TERYX Senior VP of Sales and Marketing. “We wanted to organize an event that would bring people inside our company and also appeal to a broad spectrum of people ­ key buyers, shop employees and consumers,” said Holding.

To make the evening as informative as possible, ARC'TERYX also teamed with representatives of Gore and Malden to bring a unique educational environment to the affair.

The Evening of Innovation is another technique that ARC'TERYX has created as a means to better educate top retailers and consumers on the benefits of the companies designs and technologies. The company plans to hold four more Evenings of Innovation in 2004, targeting major metropolitan areas like New York, Seattle, and San Francisco.

“We are trying to incorporate the same level of innovation that exists in our products into all aspects of our business, and this event is just one of the ways we are differentiating ourselves from the rest,” said Holding.