2.5 million square feet of exhibit space. 3,631 exhibiting companies. 170,000 attendees. The show floor at the annual Consumer Electronics Show in Las Vegas is massive and every attendee is clamoring to experience the latest in technology. So how can a company make sure their brand stands out at the largest electronic show in the world?
#1: DOMINATE THE SHOW FLOOR
For Misfit Wearables, the answer to that question was to dominate the show floor in three 20x20 spaces and one 20x40 space. Hill & Partners created a clean and modern design to unite the Branded Environments and utilized overhead signs and 20 ft. towers with 3D logos to create a strong visual impact. The open retail environment was equipped with an interactive feature area to draw in attendees. Hill & Partners designed custom display cases and feature areas to showcase their partners including Swarovski and Fossil. Large-scale, internally lit graphics in each booth space communicated to the attendees that Misfit is a leader in wearable technology.
2: CREATE A BRANDED ENVIRONMENT
First time CES exhibitor TrackR, a Santa Barbara based start-up that develops tracking devices for lost valuables backed by the world’s largest crowd GPS network, wanted a way to allow the attendee to truly experience how their innovative product worked. The Hill & Partners creative team designed a 20x20 Rental Branded Environment that emulated the look and feel of a home through the use of realistic graphics to allow the attendee to experiences first-hand the uses of the TrackR devices.
3: KNOW YOUR AUDIENCE
Senior Exhibit Designer John Grogan has a unique perspective on the show floor at CES 2016. As both a self-avowed “geek” and as an experienced exhibit designer, John was excited to have the opportunity to take part in the interactive demonstrations and observe the new and innovate ways companies showcased their products at CES. John found that the most successful booths didn’t necessarily have the most advanced tech but rather the booths that had the biggest impact were the ones that were able to successfully engage the attendee at the aisle and pull them into the the environmet. The show floor at CES is vast and mobbed with people, so it is vital for a company to be able to grab the attendees’ attention, whether that’s by being the only booth with color in a sea of white or by having a talking robot puttering around the booth space.