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Theatrical Effects
Few exhibit elements garner attention and engagement like a presentation theater. Sure, conference rooms, lounge areas, and hospitality zones often draw plenty of butts to seats. But an in-booth theater is where attendees most effectively connect and interact with your brand – via everything from simple PowerPoint-based messages to whiz-bang 3-D experiences. So given the amount of time and attention attendees devote to your theater, it needs to be a perfect match to your messages and brand, not a carbon copy of the local cinema. Here, then, are six exhibit theaters that are just the ticket.
By Linda Armstrong
PHOTO: Interior Images
Cornea Cinema
Exhibitor: Genentech Inc.
Show: American Academy of Ophthalmology
Design: Taylor Inc., Brampton, ON, Canada, 905-451-5800, www.taylorinc.com
Nothing fits the theme "Focused on Retina" like a giant eyeball-shaped theater. Housing a 3-D movie, this round, fabric theater is hand painted to replicate the details of the human eye. Passing through the retina, i.e., the entry doors, attendees discover a soothing oasis.
PHOTO: David Frank
Accent on Cement
Exhibitor: Eternit AG
Show: Bau
Design: Astrid Bornheim Architektur, Berlin, 49-30-4403-7735, www.astridbornheim.de; DKO Architekten, Berlin
Normally, there's nothing sexy about a fiber-cement manufacturer like Eternit AG. But its theater offers a kiss of the unexpected. Comprising Eternit's products, the walls feature a neutral palette, and the chair fronts follow suit. But the chair backs offer a shocking splash of color.
PHOTO: Padgett and Co. Inc.
Health Club
Exhibitor: GE Healthcare (a General Electric Co. company)
Show: Radiological Society of North America
Design: McMillan Group, Westport, CT,
203-227-8696, www.mcmillangroup.com
Health-care companies are pretty serious, but that doesn't mean their exhibit theaters need to be dull and scientific. Comprising cushioned white benches, an elevated stage, and a ribbon-like form, this open theater space offers the perfect blend of aesthetic appeal and technical precision.
PHOTO: Winntech
STC Skywalker
Exhibitor: Saudi Telecom Co. (STC)
Show: Gitex Saudi Arabia
Design: Winntech, Kansas City, MO,
816-241-4002, www.winntech.com
The world of telecommunications changes faster than celebrities swap wives. And for telecom service provider Saudi Telecom Co., a space-age theme is apropos. Sitting atop a space-ship-like structure in the 17,280-square-foot booth, this second-story theater screams "cutting edge."
PHOTO: Padgett and Co. inc.
Tactical Support
Exhibitor: Take-Two Interactive Software Inc. (2K Games)
Show: Electronic Entertainment Expo (E3)
Design: Freddie Georges Production Group, La Palma, CA,
714-367-9260, www.freddiegeorges.com
It's no secret that avid gamers would jump at the chance to enter a military command center. So Take-Two Interactive Software Inc. turned its theater into a realistic "ops" room. Complete with metal flooring and ductwork, the space transports attendees into the world of covert operations.
PHOTO: Andy Caulfield
Theater in the Round
Exhibitor: Optos plc
Show: American Academy of Optometry
Design: Hill & Partners, Weymouth, MA,
617-471-7990, www.hillpartners.com
The central component in a 40-by-40-foot exhibit, this circular theater is made of tensioned-fabric panels in a clinical but elegant palette. Within this theater for retinal-imaging provider Optos plc, the walls offer graphics of actual retinal scans created via the company's products.
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