Photographers tend to be fiercely tribal and loyal to one brand of camera. So when Canon Europa N.V. planned its exhibit for Photokina, it wanted to create a vibrant village that recruited new prospects and appealed to ardent users. Designed by 2LK Design Ltd., the 167-by-167-foot exhibit offered captivating spaces of inspiration and education that allowed visitors hands-on opportunities to explore Canon Europa's offerings, especially its newest full-frame mirrorless EOS R camera and RF lenses. "Above all, the Canon experience was intended to drive audience engagement with its 'Live for the Story' positioning and its latest products," said Andrew Sexton, creative director at 2LK. To that end, Canon Europa amassed a photo album's worth of attractions, including the mesmerizing "Air Fountain" designed by New York-based artist Daniel Wurtzel. Attendees tested the EOS R system at the elevated platform that billowed shimmering silk scarves 20 feet into the air as a rotation of ballerinas from the Birmingham Royal Ballet danced among them. Further down the aisle, enthusiasts of macro flower and nature photography enjoyed immersive real-life shooting scenarios at a 26-foot-long succulent terrarium and a suspended kinetic floral sculpture that practically dripped with color. "These elements were designed as art, but they were also extremely accessible to visitors," said one Exhibit Design Awards judge.

Attendees also had opportunities to learn from multiple Canon brand ambassadors in the exhibit's Spotlight Stage, where speakers delivered the inspirational stories behind their most striking images and recounted their personal experiences with the EOS R system. But what made the booth picture perfect was the fact that all its individual elements were in focus, and everything clicked. E