EXHIBITOR magazine's Corporate Profile Series: beMatrix USA

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EXHIBITOR magazine's Corporate Profile Series: beMatrix USA

1/1/2020
The future of exhibit fabrication is here, and it's Greener, more versatile, and more affordable. Since the early 1990s, corporate exhibitors and their exhibit houses have imagined a future where custom exhibits would deliver ultimate modularity and cost efficiency. Designs would be 100-percent custom, but the structures underneath would be modular - so modular, in fact, that exhibitors would be able to easily rent additional components for their largest shows or rent duplicate properties when two shows occurred at the same time. Adoption of this system across the industry would mean that exhibitors wouldn't even have to ship their own exhibit structures. Rather, they'd be able to rent components in the city where the show was taking place and only ship their graphics or infills (or have them created locally).

While the rest of the industry was imagining, beMatrix USA was innovating - and quietly taking the industry by storm. Known affectionately as "the frame with the big holes," the beMatrix system is now used by more than 500 North American partners and is available in 63 different countries.

The system is a collection of aluminum frames that can be used interchangeably to create walls, floors, or ceilings in virtually any rectilinear or curved shape. beMatrix supplies frames to partners who are general contractors, event companies, exhibit designers and builders, graphic printers, and audiovisual (AV) companies. Partners then create the designs and any custom components - including graphics, cabinets, and the finish panels that cover the beMatrix frames. "Our vision is to create the best frames and structure, but leave the creativity, custom fabrication, and customer service to the exhibit houses," says Robert Laarhoven, president of beMatrix USA.

beMatrix differs from aluminum extrusion systems in that frames arrive preassembled, which means fewer parts and faster setups on the show floor. Frames are effortlessly - and toollessly - connected, making it three times faster to install than traditional extrusion systems, all the while reducing labor costs. beMatrix frames are also lighter than wooden constructions (which means lower drayage costs) and more durable than traditional fabrications. When a panel is damaged or an exhibitor wants to change the appearance of the exhibit or graphics, the exhibitor needs to merely swap out the infills.

Traditionally, the most prevalent complaint about modular systems has been that panel seams could be seen in the final exhibit. beMatrix overcame this challenge by creating its frames to accommodate seamless infills in any material, texture, or finish that clients' designers can imagine, including LEDskin, which creates a seamless multimedia video wall. beMatrix frames also accept silicone-edge graphics (SEGs) that hide seams between panels and further reduce weight-related costs.

The adoption of beMatrix frames has been impressive, earning the company a place on the Inc. 5000 list for the past three years. At the 2018 International Consumer Electronics Show, 150,000 square feet of exhibits (or nearly 10 percent of the entire trade show floor) used beMatrix components. But what excites Laarhoven even more than the company's growth is his team's enthusiasm. "We are in love with our own product," Laarhoven says, "so much so that we like to call ourselves beManiacs."