In 2014, Fujifilm Medical Systems USA Inc. wanted to create an exhibit that could be adapted for its various divisions' ever-changing exhibiting needs. Joining with Derse Inc., the medical-imaging company had almost as many requirements as Instagram has pictures. Besides needing the exhibit to be adaptable for smaller footprints that ranged from 20-by-20 feet to 50-by-80 feet, Fujifilm wanted it to be a visual knockout with bold colors, superb lighting, and extensive meeting spaces.

Debuting at the Radiological Society of North America conference, the massive 80-by-120-foot booth gleamed with the visual power of Times Square at night. Looming like UFOs above the exhibit were three concave structures. Made of fabric, they mixed dimensional letters and printed graphics with ample white space on which truss-mounted projectors cast branding images and messages. Throughout the day, intelligent RGB lights on the structure cycled through green, blue, pink, and white hues, representing certain product lines. Pink, for example, signified mammography-related items. Meanwhile, theatrical-type spotlights illuminated the many product sections on ground level.

Attendees entered the exhibit on soft carpet that segued into smooth vinyl flooring to subliminally suggest a more clinical ambiance in certain areas, such as the expanse where 28 computer kiosks demonstrated the company's Synapse informatics products. Using the same color sequence as the projectors, LEDs washed the kiosks and nearby 12-foot-long, arrow-shaped walls.

Additionally, a 9-foot-high wall with two monitors offered an augmented reality experience. Guests picked up one of eight X-ray imaging plates and pointed it at a pedestal-mounted Nexus tablet containing a camera and proprietary software – causing a 3-D brochure to appear on both monitors. Guests could then retire to one of seven conference rooms to talk business. Glowing in peacock hues, Fujifilm's dazzling booth proved to be just what the doctor ordered for hundreds of radiological professionals. E