Parker Hannifin Corp. went to the International Fluid Power Expo (IFPE) with one goal in mind, according to Kubik Inc. design director Chris Mason: "Create an eye-catching, impactful feature display that communicated broad messages without getting into the product specifics, which could be explored elsewhere in the booth." This goal was met with cutting-edge Naked Eye 3-D technology that showcased an industry-wide focus on clean technology and smart electrification. An L-shaped LED wall built with aluminum beMatrix frames provided Parker's central feature display. The LED-skin-covered wall created the illusion of a 3-D space where various construction vehicles performed maneuvers emphasizing key themes like clean technology and electrification accompanied by scrawling text. It was a scaled-down use of the same technology that powers 3-D billboards in places like New York City's Times Square and other major cities. Animated images that appear on these billboards almost seem able to step off the screen and interact with their environment.

"To a certain degree this is best experienced from a particular viewpoint, at the front of the booth," said Mason of the vehicular video. "Creating the content to be visible from multiple approaches was a challenge." But it was by all accounts a resounding success. An EDA judge called it "extremely clever and addictive to watch." The Parker Hannifin booth was right at the entrance of the IFPE, so anyone exploring that floor would have to walk by and see pieces of heavy machinery in 3-D or floating hydrogen atoms for alternative fuels. The sequencing ran seamlessly with other LED screens throughout the exhibit so that once the display excavated attendees' interest, they could explore more specific messages about Parker Hannifin products.E