WHAT'S HAPPENING NOW:
SUBSCRIBE TO MAGAZINE
Topics Magazine Find It EXHIBITORLIVE eTrak FastTrak Certification Awards News Advertise
Topics
Exhibits
& Experiences
Exhibit
Design
Exhibit
Design Awards
Green
Exhibiting
Rental
Exhibits
Exhibit
Graphics
RFPs & Booth
Management
Small
Booths
Fabric, Flooring
& More
Technology
Case
Studies
design awards
silver award
Category: Double-Deck Exhibit Exhibitor: Cisco Systems Inc Design: Mirror Show Management, Webster, NY, 585-232-4020, www.mirrorshow.com Fabrication: Display International Schwendinger GmbH & Co. KG, Wurselen, Germany, 49-24-05-461-0, www.displayint.com Show: International Broadcasting Convention, 2016 Budget: $250,000 – $499,000 Size: 33-by-75 feet (2,979 square feet, including second-story space)

PHOTOS: Alex Beaton Photography Ltd.
The Thin Blue Line
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


Share this article:
 
you might also like

courses
FIND IT - MARKETPLACE
Exhibit Producers
Freeman
Designers
EWERT Design Group
Publications
EXHIBITOR Magazine
Modular Exhibit Systems
Skyline Exhibits
>> More Products
 
Join the EXHIBITOR Community Search the Site
TOPICS
Measurement & Budgeting
Planning & Execution
Marketing & Promotion
Events & Venues
Personal & Career
Exhibits & Experiences
International Exhibiting
Resources for Rookies
Research & Resources
MAGAZINE
Subscribe Today!
Renew Subscription
Update Address
Newsletters
Advertise
FIND IT
Exhibit & Display Producers
Products & Services
Supplier to Supplier
All Companies
Compare
Jobs
Get Listed
EXHIBITORLIVE
Sessions
Certification
Exhibit Hall
Exhibit at the Show
Registration
ETRAK
Sessions
Certification
F.A.Q.
Registration
FASTTRAK
Locations
Certification
Registration
CERTIFICATION
The Program
Steps to Certification
Faculty and Staff
Enroll in CTSM
Submit Quiz Answers
My CTSM
AWARDS
Sizzle Awards
All-Star Awards
Exhibit Design Awards
Portable/Modular Awards
Corporate Event Awards
NEWS
Associations/Press
Awards
Company News
International
New Products
People
Shows & Events
Venues & Destinations
EXHIBITOR News
© Exhibitor Media Group | The Leader in Trade Show and Corporate Event Marketing Education 310 South Broadway, Suite 101, Rochester, MN 55904 | (507) 289-6556 | Need Help? Ask Scott