f the exhibits at the 2011 International Builders' Show were buildings in Dubai, then Formica Group's booth would be the Burj Khalifa. Stretching 35 feet skyward, the 20-by-30-foot exhibit dwarfed the vertically challenged structures that surrounded it.

But unlike the tallest building in the world, the Formica exhibit, designed by Kuhlmann Leavitt Inc., was more inviting than imposing, due in large part to the absence of traditional exhibitry. In place of walls, four charcoal gray, 6-by-35-foot woven-vinyl panels hung from overhead truss framed the space. The panels also featured one of the following phrases, "Go Basic," "Go Big," "Go Bold," or "Go Solid" in large text. More than simple buzzwords, the phrases hinted at the company's product lines: Formica Laminate, Premium-FX and 180fx by Formica Group, and Formica Solid Surfacing laminate.

Formica's laminates received additional exposure inside the exhibit, in the form of four rectangular, counter-height tables - one for each product line. Comprising blocks of laminates in varying widths, each table highlighted the unique attributes of the product line it represented, such as the various colors available for Solid Surfacing, or the range of finishes for PremiumFX.

What's more, the rhomboid nature of the hanging panels and tables was repeated in the flooring, which was constructed using dozens of square carpet tiles in shades of brown, black, and gray, arranged in a checkerboard pattern that perfectly set off the laminates. "It could have been a product explosion without any sense of purpose," said one Exhibit Design Awards judge. "But this was very purposeful and well planned." In fact, the thoughtfully executed, product-centric exhibit brings another phrase to mind - go big or go home.e