Green Peace
Bristol Myers Squibb created a slice of paradise right on the American Society of Clinical Oncology (ASCO) show floor in Chicago. The booth was a botanical wonderland, bursting with violets, blues, pinks, and lush greenery. Warm wood elements and a beautifully landscaped “house” created a serene, inviting atmosphere. Benches adorned with miniature potted plants and a long LED wall, bordered by an array of plants, added to the natural charm. This environment wasn't just a display — it was a breath of fresh air, a tranquil escape in the midst of a bustling convention. If Eden were a trade show booth, this would be it. Sneak Easy
Exhibiting 101 warns that walled exhibits can turn attendees sour, but when executed perfectly, create exclusivity everyone wants in on. Rubrik's speakeasy at RSA Conference 2024 nailed it. Designed by Impact XM, the booth used blue velvet curtains and translucent fabric to create a sense of mystery. However, gold-beaded curtains allowed show attendees a peek inside. A telephone booth door marked by a bourbon barrel allowed entrance into the opulent speakeasy. Inside, faux wood flooring, an art deco bar, and cozy seating offered respite from the frenetic show floor. Rubrik's blend of exclusivity and charm proved that sometimes, the best way to stand out is to let people sneak in. All the Right Curves
The interplay between form and function is where trade show magic often happens, as demonstrated by Best Mannequins BV at EuroShop 2023. In unveiling its new mannequin collections limited only by imagination, Best Mannequins avoided a boxy, forgettable exhibit. Instead, its stand mirrored the free-flowing form of the company's offerings, featuring curves as dynamic as those found on the human body. The booth's warm, sandy-hued Mortex finish over its skeleton and a meandering path through the space created a relaxed atmosphere for visitors to explore the creative displays. This thoughtful design allowed attendees to fully embrace the innovative and versatile nature of the company's new products. Signed, Sealed, Delivered
To spotlight Cersaie, the Italian ceramic tile and bathroom furnishings show, using its exhibit at Coverings 2024, Ceramics of Italy offered an unusual activation called “Postcards from Cersaie.” Designed by students from New York's Fashion Institute of Technology, the installation included four large photos depicting the iconic porticos of Bologna, Italy, where Cersaie is held. Guests could snap a picture in front of the photos — depicting the city's iconic porticos recognized as a world heritage site — and share them on social media. The exhibition also included a series of 12 unique ready-to-mail postcards, generated from photographs taken by Cersaie attendees over the past 40 years. Visitors could fill out and mail a postcard directly from the booth to anyone who might be interested in the show. By taking part in Ceramics of Italy's activation, hundreds of attendees demonstrated that mailing it in can sometimes be a good thing. Connecting Threads
Johnson & Johnson launched its new logo at SXSW 2024 and drove home its patient-centered approach to healthcare. Visitors to the company's environment were greeted by a 4-foot-tall piece of interactive string art. Nails were hammered into a wall in the shape of a heart, and each nail was accompanied by words like “my friend,” “clinical trial,” and “resilience.” Next to the arranged nails were shelves that held scissors and different colors of embroidery floss. Graphics on the wall explained that each string color was related to a specific chronic condition. Visitors chose a color of thread that was meaningful to them, cut a length of it, and then wrapped the thread around the nails associated with meaningful words. As participation grew, clusters of strings formed, showing disease prevalence, disease intersection, and meaningful moments and people associated with those diseases. Some participants cried as they added to the community art piece, which gradually took on a compelling emotional weight. Playing it Cool
The temperature at the International Horticultural Expo in Doha, Qatar, can reach a frying-pan average of 99 degrees Fahrenheit, making shade a necessity, not a luxury. But because the energy required for traditional air conditioning only heats up an already-baking planet even more, the Japan pavilion employed a type of shading called “comolevi” for its meditative environment. The stylish, origami-like folds of fabric mimic tree canopies, allowing air to circulate through while permitting just enough light in to feel like it's an hour or two before dusk — and letting guests (literally) chill. Sparkling Showstopper
Standing out in a sea of bling at Jewelers Circular Keystone (JCK) takes a certain sparkle, and Kallati, a women-owned fine jewelry brand, knew exactly how to shine. At the Las Vegas event, the company introduced a show-stopping living jewel. A statuesque model adorned in a gown of shimmering chiffon and ivory feathers greeted guests at the booth entrance. The golden skirt boning was a highlight, holding glasses of sparkling, tangerine-hued beverages that matched the color in Kallati's logo. This dazzling setup drew attendees in and invited them to pause, take a glass, and capture the moment on their phones. The model held a custom hashtag, ensuring Kallati's brand identity sparkled in every photo. The captivating display not only impressed the crowd but provided the Kallati team with opportunities to engage guests, turning admiration into conversation.