Big and Beautiful

Client: Varian Medical Systems Inc., Palo Alto, CA Design/Fabrication: The Taylor Group Inc., Brampton, ON, Canada Size: 80-by-140 feet (11,200 square feet) Estimated Cost: $975,000 Estimated Cost/Square Foot: $87

hat do you do when your objectives at a single trade show include the following: Debut a redesigned brand identity, launch a new technology, and highlight 40 complex medical devices? For Palo Alto, CA-based Varian Medical Systems Inc., the answer was simple: "Go big or go home."

At the 2012 American Society for Radiation Oncology (ASTRO) conference in Boston, Varian enlisted the help of exhibit-design and communications firm The Taylor Group Inc. to produce a massive 11,200-square-foot exhibit that accomplished all three marketing objectives while dwarfing the neighboring competition.

Three branded cylindrical signs hung over the Varian exhibit, and drew visitor attention with changing colors accompanied by images of smiling doctors. The cool blue and purple tones and photos were part of Varian's attempt at a comforting new brand image.

In addition to creating an eye-catching spectacle, the signs helped delineate three key exhibit areas: a 360-degree theater where guests viewed live presentations and videos on Varian's products, a VIP lounge for company sales reps to connect with visitors, and a central unveiling point for the company's new cancer-fighting technology. Called the Edge Radiosurgery system, the new product was initially cloaked behind a fabric wall that was dropped in a dramatic Kabuki reveal at a press event on day two of the show.

Throughout the exhibit, designers placed 40 numbered product stations strategically grouped into several categories, including oncology devices, X-ray products, and security/inspection equipment. Stations in each category used subtle elements of the same color scheme to help visitors visually identify the groupings.

Through intelligent use of color and space combined with a focus on organization, Varian's massive exhibit dominated the ASTRO show floor and proved the old adage that sometimes, bigger is better. E