Leisure Suite

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Leisure Suite
When you're trying to stand out in the crowd, you need every tool in your exhibit-marketing arsenal, including your in-booth lounge. Sure, tiresome tables and cheerless chairs all serve a purpose, but they don't do anything to set you apart from the herd. For that, you need drama. You need excitement. You might even need some decidedly radical flair. But somehow, some way, your lounge should catch attendees' eyes and lure them to your space. Here are six examples that accomplished just that. By Linda Armstrong

PHOTOS: Von Hagen GmbH

Car Park
Exhibitor: Airport Authority
Show: World Routes
Design: Von Hagen GmbH, Blomberg, Germany, 49-5235-952550, vonhagen.net

Pair outdoor-inspired graphics with custom, car-themed furniture, and you've turned a mundane corner into a conversation starter. The seating supported the exhibit's drive-in theater theme and pulled people into the space, where they parked it for some product info.

PHOTOS: Kingsmen Exhibits Pte. Ltd.

First-Class Experience
Exhibitor: Singapore Technologies Engineering Ltd.
Show: Singapore Airshow
Design: Kingsmen Creatives Ltd., Singapore, 65-688-000-88, kingsmen-int.com

For the Singapore Airshow, Singapore Technologies Engineering Ltd. presented this luxe lounge space reminiscent of a private-jet interior. Complete with a cabin-height ceiling, the space included plush carpet, glossy-wood finishes, and perfectly “plopable” furniture.

PHOTOS: Line 8 Photography

Show-Floor Sanctuary
Exhibitor: Genentech Inc.
Show: American Thoracic Society
Design: Taylor Manufacturing Industries Inc. (The Taylor Group), Brampton, ON, Canada, 905-451-5800, taylorinc.com

How do you craft a calming retreat amid a frenetic trade show floor? If you're Genentech Inc., you mix plush furnishings with soft lighting. Modular, curved furniture formed the basis of this soothing retreat, while thick-pad carpeting buffered the sound and cushioned the feet.

PHOTOS: Michael Taft Photography

Green Land
Exhibitor: Faraday & Future Inc.
Show: International Consumer Electronics Show
Design: Pinnacle Exhibits Inc., Irvine, CA, 949-451-9100, pinnacle-exhibits.com

When you really want to catch the eye, contrasting colors and/or finishes always deliver. This lounge offered earthy, moss-covered walls in brilliant green hues paired with angular, stark-white furniture. Combined, the elements created couldn't-miss eye candy.

PHOTOS: Photoprop

Above and Beyond
Exhibitor: Insta Elektro GmbH
Show: Light and Building
Design: Ueberholz GmbH, Wuppertal, Germany, 49-202-280-96-0, ueberholz.de

Sometimes, an exhibit's overhead space is just as important as its ground-floor offerings. Featuring a drop-down ceiling with embedded lighting products, this lounge offered oodles of elegance. Paired with similarly hued furnishings, the entire space took on a gallery-like quality.

PHOTOS: GoPro Inc.

Night Club
Exhibitor: GoPro Inc.
Show: International Consumer Electronics Show
Design: Astound Group Inc., West Oakville, ON, Canada, 905-465-0474, astoundgroup.com

Stark white is often the default in many exhibits. However, GoPro Inc. switched things up with daring, dark hues. Sable-toned flooring; contemporary, charcoal-colored seating; and dramatic lighting created a theatrical effect that helped this dark horse stand out from the herd.