Firm Has Unique Role
New York Company Makes Exhibits for Foreign Countries
New York (UPI) – In a bustling W. 54th street loft near New York City’s Hudson River piers, Belmont Corn Jr. builds sophisticated devices to conquer space problems. As they say at Cape Canaveral, he has only to look out the window to appraise his success.
Corn is president of The Displayers, Inc., which constructs more international fair exhibits for foreign interests than any other American company. From his window, Corn can watch hundreds of American businessmen departing every week to invade European markets; in his own company’s case, the Europeans come to him.
The Displayers, Inc. built exhibits recently for Argentina and Israel at the U.S. World Trade Fair in New York; erected a combined display for Great Britain, France, West Germany and the Benelux countries at a Chicago fair, and served as one of the two major contractors for the Soviet exposition in New York last year.
Although The Displayers, Inc. has successfully tackled everything trom construction of a luxurious barn·on·wheels for a dairy company’s prize cow to atomic energy displays for two Geneva conferences, exhibit building has long been regarded as a supremelY European craft.
“The French and the Italians have outdone us in color and styling techniques and the Germans and English on exhibits requiring fineness of detail.” Corn said. But that era may be coming to an end.
European exhibitors, he explained, traditionally spend more of their advertising funds on fair displays than their American counterparts.
“The Europeans come back to same fair space year after year to put forth their major selling effort,” Corn said. “We on the other hand, like to keep our exhibits flexible and movable with the primary aim of cultivating goodwill and prospects for sales.
International fairs, however have been booming since the end of World War II, and since we have taken part in many of them, we’ve seen the best of their ideas, and our sophistication has grown accordingly.”
Corn. whose company celebrates its 25th anniversary this year, became an exhibit builder shortly after collaborating with classmate Herman Wouk on the Columbia Varsity Show in 1934. Wouk, who was to become the author of “The Caine Mutiny”, and “Marjorie Morningstar,” wrote the college show and Corn did the stage settings.
At 25 Corn was the youngest, head of a display company to produce exhibits for the 1939 World’s Fair, and today, The Disptayers. Inc., which builds trade show exhibits. point-of·purchase displays and training aids occupies 100.000 square feet in plants in New York City and Kingston, N.Y.
What lies ahead for exhibit building? “This medium has barely scratched the surface of its potential.” Corn believes “After years of being a haphazard affair, the use of exhibits as a marketing technique is only now being develop.”