P&G – DMAX InStore Design

Procter & Gamble reached out to Creable to bring a fresh perspective on exploring the design potential and flexibility of DMAX, P&G’s unique Instore
structure system that allows for easy customization of POP displays.  The challenge DMAX faced with its system was limiting visual rigidity that did
not allow for seamless integration of the various brand equities.

Creable’s goal was to explore the design potential and apply it to various brand initiatives to prove its feasibility. The approach looked to dress up the
underlaying structures with organic and innovative forms and materials that still resonated with the brands, while leveraging the structural flexibility
of  DMAX.  Creable designed all soft points while working closely with Umiplast who designed and created the internal hard points.

Basic Display :

Large Self Standing Display :

Endcap :


Process :