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Points of Light
Most exhibit managers understand the importance of strategic exhibit lighting. Without proper illumination – perhaps spotlighting your graphics or drawing attention to key areas within the booth – your exhibit practically disappears on the trade show floor. But sometimes, effective lighting can morph from a functional element into a key aesthetic component. Such was the case for these six exhibits, whose dramatic lighting strategies deftly transcended ancillary components to become theatrical elements. By Linda Armstrong
Thar She Glows
Exhibitor: Studio Dega
Show: EuroShop
Lighting Design: Studio Dega, St. Petersburg, Russia, 7-812-251-9045, www.studiodega.ru
Almost resembling a bioluminescent deep-sea creature, this amorphous exhibit from Russian exhibit house Studio Dega offered an ever-changing light show at EuroShop 2014. Comprising the firm's system, the booth continually shifted between muted hues of pink, green, and blue.
PHOTO: Ansorg GmbH
Shadow Boxes
Exhibitor: Ansorg GmbH
Show: EuroShop
Lighting Design: Ansorg GmbH, Mulheim, Germany, 49-208-48-46-0, www.ansorg.com
Ansorg GmbH knows a thing or two about shadow and light. The exterior walls of this gorgeous exhibit comprised little more than white laminate dotted with various square panels. But hidden light fixtures beneath these simple panels created a couldn't-miss piece of shadow play.
PHOTO: Kathryn Rapier
Halo Effect
Exhibitor: Nissan North America
Show: North American International Auto Show
Lighting Design: Lightswitch Inc., Chicago, 847-487-4273, www.lightswitch.net
Sometimes effective lighting doesn't take center stage; rather, it throws the spotlight on the products and exhibit elements. This lighting design for Nissan North America amped up the polish and shine on the vehicles and drew attention to a giant red halo reminiscent of a racetrack.
PHOTO: Fine Design Associates Inc.
Simply Red
Exhibitor: Konami Corp.
Show: Electronic Entertainment Expo (E3)
Lighting Design: Fine Design Associates Inc., Doylestown, PA, 215-345-8035, www.finedesignassociates.com
Konami Corp.'s games are all about action. That's why designers added a sense of movement and a bit of tension to the booth by peppering it with mechanized light fixtures. Meanwhile, Konami's corporate red provided couldn't-miss branding, as did the projected logos on overhead banners.
PHOTO: Fairnet Gesellschaft für Messe-, Ausstellungs- und Veranstaltungsservice mbH
A Walk in the Park
Exhibitor: Fairnet
Show: EuroShop
Lighting Design: Fairnet, Leipzig, Germany, 49-341-678-8406, 341-678-8406, www.fairnet.de
How do you turn your trade show exhibit into a tranquil park? You incorporate park-related components, such as trees, a path, and leaf-shaped stools – and then you bathe the space in brilliant, sun-like light that appears to stream from a bright-blue sky overhead.
PHOTO: Fine Design Associates Inc.
Soft Spot
Exhibitor: Turner Broadcasting System Inc.
Show: National Cable and Telecommunications Association
Lighting Design: Fine Design Associates Inc., Doylestown, PA, 215-345-8035, www.finedesignassociates.com
Turner Broadcasting System Inc. turned down the volume a couple of notches with this calm, lavender booth. Combining LED wash lighting and a sheer fabric scrim, designers created a sense of translucency and depth inside the space – and a calm, perhaps unexpected, oasis for attendees.
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