Trade Show Exhibit
Overview
The goal of this project was to create a new trade show exhibit with a modern on-brand design to showcase our vast library of content and products. This was to be achieved while increasing our profile and brand awareness at the premier attractions industry trade show with over 42 000 attendees. Being an entertainment industry trade show, the atmosphere is very dynamic with many competitors vying for attention. High visibility would be necessary to be seen above the noise, both audio and visual. Floor space was 2000 square feet and the exhibit had to be assembled on site in less than five days.
The exhibit design and multimedia had to be distinctive and welcoming given SimEx-Iwerks Entertainment’s stature within the global attractions industry as a premier creator and supplier of family friendly, media-based attractions. The exhibit had to function as a temporary office and attraction in itself, so we could demonstrate the high quality films and immersive attractions that made SimEx-Iwerks an industry leader. Advertising, sales collateral, and digital media before, during, and after the event had to be consistent with the brand image to reinforce the messaging.
Since SimEx-Iwerks specializes in media-based attractions, the exterior design of the booth was reminiscent of a high-end entertainment centre, complete with large format backlit poster boxes mounted on a two-storey high feature wall. The exterior of the booth also had to provide semi-private meeting space, a reception area, display space for merchandise, photo ops, video presentations of trailers, living posters, animated banners, and product videos.
Exterior meeting areas were separated by a double-sided multimedia feature wall that displayed film and hardware promotional videos which were created in-house. Flying banners with the company logo suspended from the ceiling echoed the graceful curves of the walls and acted as a visual beacon for visitors.
Within the booth was a practical product demonstration space complete with a multi-seat motion base and VR, an HD 3D theater with Dolby Surround Sound and a 20’ screen to showcase the large collection of attraction films, a private staff space and a sound-insulated conference room.
Attendance at the booth was at an all-time high, and the project was completed on time and on budget. The FlyRide® demo and 3D theater were in high demand and fully booked for the first 3 days of the show. Contracts were signed and partnerships new and old were invigorated.
As project manager and creative director, I played a key role in the planning, budgeting, design, visualization, and execution of the overall exhibit and related content, including various intellectual property approvals.
Credits
Creative Direction: Minos Lam, Richard Needham
Project Management: Minos Lam
Architecture: Cheryl Geddes
Art Direction, Lead Graphic Design: Maggie Ostler
Post Production Audio: Grant McAlpine
Video Content Production: Jason Buckley
Graphic Design: Paolo Rinaldi, Fabian Kearns, Jessica Johnson, Austin Mateka
Booth design & production: The Taylor Group
- ClientSimEx-Iwerks
- CategoriesEnvironmental