SILVER AWARD
	Category: Design Consistency Exhibitor: Insta Elektro GmbH Design/ Fabrication: Ueberholz GmbH, Wuppertal, Germany, 49-202-280-96-0, www.ueberholz.de Shows: Light+Building, 2006, 2008, 2010 Budgets: $70,000, $208,000, $274,000 Size: 36-by-39 feet, 33-by-59 feet, 75-by-32 feet Cost/Square Foot: $50, $106, $114

lient retention is a marvelous thing for exhibit designers, but it also presents a not-so-marvy problem. Designers must craft a new design year after year that relays the same brand message yet avoids feeling stale.

The designers at Ueberholz GmbH seem to have mastered this tricky craft. Judges hailed their three exhibits for Insta Elektro GmbH, a manufacturer of lighting components and systems, as "similarly restrained and sophisticated - and yet decidedly sexy."

While each exhibit in the trio debuted in a different year at the Light+Building show, the 2006 exhibit seemed to set a sophisticated tone for the group. Designed to highlight Insta's LED Plaine product, the exhibit featured a 13-by-18-foot, four-sided LED screen suspended in the center of the space. A desk beneath the screen housed an LED strip, and similar strips were embedded in the walls and flooring.

Covering 1,947 square feet, the 2008 booth repeated the 2006 exhibit's wave of colors and stark-white palette. However, in place of the central presentation screen, Ueberholz crafted a two-story structure, which housed hospitality and meeting space on the upper deck.

In 2010, Ueberholz expanded the space via the footprint. Minus the two-story structure, the 75-by-32-foot exhibit included a touch of nature with a display of living bamboo, a wall covered in green plants, and wood floors scattered throughout. The exhibit offered an aisle-side color-changing display of Insta's product capabilities.

Each of the three exhibits offered a one-of-a-kind experience, yet, as a whole, the combined exhibits relayed the Insta brand message in a single glance. Looks like in this instance, the third time - along with the first and second times - was the charm. e