or Sikorsky Aerospace Services, a division of Sikorsky Aircraft Corp., competing for attention against other divisions' shiny helicopters was like Sandra Bernhard trying to steal the spotlight from Angelina Jolie. Despite the division's skill and precision, its intangible offerings (including aircraft-related repairs and services) were no match for the sexy copters sharing the same exhibit.

To help elevate Aerospace Services to the same level as Sikorsky's Military Systems and Global Helicopters divisions, all three of which shared a 210-by-80-foot space at Heli-Expo 2010, designers created an iconic, abstract version of an aircraft fuselage that Exhibit Design Awards judges felt "gave the copters a run for their money."

The four-section fuselage featured a runway-inspired carpet inlay dissecting its center. Inside the structure, ceiling-mounted graphics offered images of white clouds amid a brilliant blue sky. Along one side of the fuselage, four HD monitors ran looping video clips of employees at work, repairing aircraft. Opposite each monitor, attendees discovered actual components that the division installs in aircraft, such as armored flooring.

While the interior of the fuselage contained dramatic lighting, the exterior lighting featured a creative twist. Designers rigged a series of spotlights to shine directly on each fuselage section. However, each fixture was outfitted with a special plate, allowing the spotlight to throw both light and a shadow in the shape of an airplane propeller - clearly positioning the services division under Sikorsky's "aircraft company" umbrella.

The high-tech, fully integrated fuselage not only helped steer Aerospace Services out of the other divisions' vapor trail; it also generated sky-high visibility and out-of-this world awareness.e