PHOTOS: Alex Beaton Photography Ltd.
How do you make an exhibit open and inviting, yet still substantial and suitable for your brand's Goliath status in the industry? For Cisco Systems Inc., the solution was to create an imposing presence at the International Broadcasting Convention, but without the cumbersome exhibitry to match.
Instead of installing a bulky, impermeable double deck atop its 33-by-75-foot booth, Cisco and its exhibit house, Webster, NY-based Mirror Show Management, opted for a more open approach. L-shaped elements encompassed the exhibit like a bow tied around a package, and wooden slats incorporated into the vertical pillars added an extra textural touch. Soft oak wood tones and the sapphire glow of lights in Cisco's signature blue hue summarily created a posh yet inviting space befitting the behemoth brand.
Lines of Sight
Because the International Broadcasting Convention enforces strict line-of-sight rules, Cisco Systems Inc. used negative space and LED tubing to create a substantial double deck without blocking attendees' view of neighboring exhibitors.
Blue LED tubing ran the 75-foot length of the space and traced the outline of a double deck, creating a formidable presence without adding significant costs to the $399,000 project. Those lights were programmed to send pulses of illumination down their length, adding energy and excitement to the booth. "The LED tubes allowed us to literally carve additional space out of thin air, and lighting was certainly a cost-effective way to add an extra bit of drama," said Matt Thomas, exhibit designer at Mirror Show Management. Meanwhile, a small second-story area set within the border of lights provided a secluded space for meetings with prospects and clients.
Exhibit Design Awards judges lavished praise for the masterful use of light to create an outsized presence on the trade show floor. "This booth would still be fully functional without the upper deck," one judge said. "But with it, the stand becomes a standout." E