Nuance International

What is your business industry category or specialty?   
International trade show exhibits, permanent interiors and live events.

How do you describe your job to people outside the industry?  
We design and build exhibits for trade shows around the world. For many people, their experience with a trade show is a 10 x 10 foot booth with a table, pipe & drape curtain, and a few posters. That is not really what we do. We build custom exhibits for larger brands, often with walls, product displays, demo areas and presentation theaters. Some of our projects are two or three-stories high, including temporary chalets for air shows. We also produce live corporate events for the Olympics, World Expo and other organizations. In addition, a significant portion of our business is the production of exclusive interior spaces, such as retail interiors, museums, office environments, restaurants, hotel lobbies and airport lounges.

Who are your main competitors and what differentiates you from the competition? What makes you unique?
We specialize in working internationally. There are numerous companies in our industry who design and produce exhibits for trade shows locally in their specific city or country. Our profile is very unique. In contrast to local companies, we work in over 70 countries and our employees come from all over the world and speak many different languages. We have offices in multiple countries around Europe and in the Middle East. We understand how to work in this wide variety of environments, cultures and construction regulations. Very few companies in our industry are able to do that.

Secondly, we have the expertise and experience to manage large, complex projects. We have a depth of seasoned project directors, engineers and master craftsmen who are highly sought-after to produce some feature projects around the world. Not all of our projects are of that nature, of course. We handle hundreds of smaller projects every year as well.
 
How was the business started?  
Nuance International was founded in 2006 by designer and industry leader, Jeff Hannah to build upon his understanding of the cultural differences between countries and the impact that those differences make on marketing, design and customer engagement. In 2011, Nuance was acquired by Gielissen Interiors & Exhibitions, who is headquartered in the Netherlands. Gielissen is celebrating its 75th year in business. Jeff Hannah continues to serve as President of Nuance International, with oversight of the US operations.

How many employees does the business have?  
Nuance International has a small team of less than 10 based in our Atlanta office. Worldwide, the Gielissen Interiors & Exhibition group has over 350 employees.

How did you end up in Atlanta?     
Nuance International was founded by Jeff Hannah in 2006, who is from the metro Atlanta area. Gielissen Interiors & Exhibitions acquired Nuance in Atlanta partially due to the fact that Atlanta is a hub for international business.

What is your number one business goal over the next year?  

We have a very focused goal to build relationships with a number of targeted companies in the USA who meet our client profile. These are companies who are based in the USA and who exhibit at trade shows in Europe or the Middle East. Completing a single project is fine, however, in the broader view, we want to see our relationship with these companies develop into a long-term business relationship. This comes from stability, trust and consistent high-level performance.

What is the best advice you have received regarding doing business with Americans/Dutch?
Be direct and clear in your communications. For the Americans, try not to get your feelings hurt when something is stated very directly or bluntly. Don’t take it personally, but as more of an objective statement. For the Dutch, be sensitive to how your direct statements might be perceived by the Americans.

Any other personal information you would like to share, e.g. hobbies, special interests, family etc…
Jeff Hannah enjoys spending time with his wife of over twenty-two years, and their three children. He also enjoys traveling abroad. His international industry and business experience with large global brands, has enabled Jeff to write, teach, and consult for industry events and publications such as Exhibitor Show, Exhibitor Magazine, Trade Show Ideas, Exhibit City News and others. He is also involved in ministry at his local church in the Atlanta area. Jeff earned his B.S. in Industrial Design from Georgia Institute of Technology in 1991.