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Sparks

LG created an intuitive and focused experience in its 4,800 square-foot-space. Driven by the concept of simplicity in a complicated life, the overall design sought to unite the product offerings in an organic way while at the same time delivering messaging targeted at specific personalities. Productivity, entertainment and style were some of the core concepts. As attendees entered the exhibit hall, they were drawn to the open-space theater featuring sequences from the “Iron Man 2” movie trailer and a short brand presentation. Then they could follow the exhibit flow, accentuated by the red and white canopy tinted with intelligent lighting, to the product displays. Here, in “Hero” pods, products were interlaced with paper-sheet-sized touch screens that featured brand content and information on product features and accessories. Further into the core of the exhibit, it was all about meaningful custom interactives that were fun and effective in driving the brand messaging. Attendees got to feel how dangerous it is to text and drive, show off their skills shooting hoops on a giant screen with the help of a few keys on an LG phone and learn about the LG recycling program through a touch-screen interactive, which at the end of the game took their photo and placed it on the digital wall. The vibe changed and the volume got higher as a dj spun records in the music-themed part of the space. Here, attendees could also try their hand at mixing music at abstract turntables made from touch screens embedded in steel counters. The interactive was designed to present the brand’s music capabilities in a unique way. Even though part of a large footprint, each area of the exhibit felt intimate in part thanks to soft lighting and slight differences in floor elevations. At an event that can quickly get overwhelming, LG managed to create an impressive brand presence and an artistic space that was hard to leave

LG Electronics

This sprawling futuristic property showcased excellence in technologies as well as exhibit design. From the original curve of the kiosks to the attention-grabbing video wall, to the intelligent lighting and projection on multiple rigged elements, all pieces came together for a cohesive space that united several families of products. The “Smart Life” kiosks in the center highlighted the capabilities of the new Galaxy S phone in everyday activities. In the back of the space, the attendees could see the products in action in a miniature living room vignette with lounge chairs overlooking a serene ocean backdrop. But the most coveted solutions were presented in an enclosed environment, only to underscore how much the brand has to offer.

Samsung

Nokia managed to create an immersive environment in an open footprint. Orange, purple and green fabric chandeliers designated Maps, Mail and Ovi Store areas, each representing a group of the company’s Internet services. The entire exhibit was flooded with warm intelligent lighting, which made the footprint inviting and easy to navigate. It was also easy to spend time here. While engaging with devices on each station, attendees could collect points by participating in demos and at the end of the experience, enjoy an Augmented Reality game.

Nokia

The brand colors were flying high on the show floor as giant tension-fabric ribbons created the vertical dimension of this property for the global network provider. The central focal point was a video billboard, surrounded by product stations, each equipped with an LED or touch- screen. A double-deck construction that spanned two sides of this 70-foot by 60-foot space housed hospitality and demo lounges. Projected patterns on the walls and suspended overhead elements added another layer of visual appeal.

Nokia Siemens Networks

Sometimes the product itself is the main draw. The presentation theater at this exhibit was standing room only when two expert presenters talked about the new version of Windows Phone. The 900 square-foot space had little eye-catching architecture, apart from a backlit scrim wall that separated the theater from the demo area. Yet scores of developers huddled around touch-screens and product displays—amazing considering that the actual 7 series phone wasn’t even out yet. Some also engaged with Windows Surface tables where they could create ringtones and send them to their cell phones

Windows Phone

This global provider of mobile data services brought a space that contrasted with many of the properties on the show floor. You really had to look for an entrance. The perimeter was wrapped in wood panels and deep ochre fabric, leaving it up to the attendees’ imagination to guess what’s inside. The company came to promote its services as opposed to tangible products, so the attention was focused on providing good conversation environments, which it did with a separate hospitality area and lounge, as well as several cozy meeting rooms. With no traffic builders, no giveaways and no touch screens—just the power of exclusivity and curiosity—the space won our attention

Acision

The theme of connectivity solutions flowed through this elegant double-decker like endless rolls of cable. Tall vertical graphics and polished metal architectural elements brought height and substantiality to this space. Inside, over a dozen touch screens and monitors showcased the product offerings and relevant information could be downloaded to a memory stick straight from the monitor. Several spacious meeting rooms were augmented by frosted plexiprint walls. Along the perimeter, 3D screens grabbed the attention, further driving home the high-tech message.

Commscope

The concept of the whiteboard found a new application in the design of this exhibit, which was “quietly brilliant,” just as the brand’s tagline professes. From the vertical surfaces to furniture and carpeting, the flow of white was interrupted by ideas penned in a freestyle font. If you happened to approach the exhibit from the back, the message in the same friendly handwriting informed you that the best was around the corner. The anchor and the focal point of the exhibit was a colorful wall that showcased the company’s devices and accessories, each represented in a square display. At the beginning of the show, some of them were covered with a piece of paper that said, “No peeking! Come back soon.” to drum up interest for the devices to be unveiled. Multiple conversation areas dotted the open footprint, but instead of rented barstools, attendees could take a breather on strategically positioned white benches and couches with a phone in hand.

HTC

Black shiny surfaces with contrasting backlit logos and intense color spots were a departure from the white property that has been the workhorse for this brand. Just as its predecessor, this exhibit also pushed the boundaries of interactive data collection with attendees using smartcards to personalize their experience and receive relevant information through email. With over 20 kiosks for applications and developer data, hardly any were empty during the show. From a design standpoint, every counter and display curve seemed to mimic the shape of the Blackberry. Intelligent lighting on the fabric-laced ceiling and the giant LED screen on the back wall worked in sync and created a visual draw difficult to miss.

Blackberry

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