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The Floor Is Yours!
For many exhibitors, flooring is merely an effective way to cover convention-center concrete, so selection is often an afterthought driven mostly by color, comfort, and price. Smart marketers, however, understand the incredible power of underfoot undertakings. With careful planning and a bit of creativity, you can use flooring to highlight products, delineate spaces, and even help event attendees traverse your space. Here are six examples of booths that did more with their floors. By Linda Armstrong
For many exhibitors, flooring is merely an effective way to cover convention-center concrete, so selection is often an afterthought driven mostly by color, comfort, and price. Smart marketers, however, understand the incredible power of underfoot undertakings. With careful planning and a bit of creativity, you can use flooring to highlight products, delineate spaces, and even help event attendees traverse your space. Here are six examples of booths that did more with their floors. By Linda Armstrong
PHOTO: Mark Langford Photography
Setting the Stage
Exhibitor: Brainlab AG
Show: American Society for Radiation Oncology Annual Meeting
Design: Catalyst Exhibits Inc., Pleasant Prairie, WI, 800-467-3611, catalystexhibits.com
To highlight a major product upgrade, medical-technology firm Brainlab AG centered a product-demo theater in its exhibit. To delineate that space and draw attention to the presentation, designers overlaid the stand's gray-laminate Formica flooring with a brilliant-white vinyl “swoosh.”
Exhibitor: Brainlab AG
Show: American Society for Radiation Oncology Annual Meeting
Design: Catalyst Exhibits Inc., Pleasant Prairie, WI, 800-467-3611, catalystexhibits.com
To highlight a major product upgrade, medical-technology firm Brainlab AG centered a product-demo theater in its exhibit. To delineate that space and draw attention to the presentation, designers overlaid the stand's gray-laminate Formica flooring with a brilliant-white vinyl “swoosh.”
PHOTO: Forum Your Brandbuilder GmbH
Underfoot Emphasis
Exhibitor: Hisense International Co. Ltd.
Show: Internationale Funkausstellung (IFA)
Design: Forum Your Brandbuilder GmbH, Krefeld, Germany, 49-2151-567890, yourbrandbuilder.de
Flooring was a key communication medium in the 72-by-79-foot stand for Hisense International Co. Ltd. Striped blue-and-white vinyl graphics were placed atop matte black flooring to highlight key product and activation areas, drawing visitors' eyes and feet to important locales.
Exhibitor: Hisense International Co. Ltd.
Show: Internationale Funkausstellung (IFA)
Design: Forum Your Brandbuilder GmbH, Krefeld, Germany, 49-2151-567890, yourbrandbuilder.de
Flooring was a key communication medium in the 72-by-79-foot stand for Hisense International Co. Ltd. Striped blue-and-white vinyl graphics were placed atop matte black flooring to highlight key product and activation areas, drawing visitors' eyes and feet to important locales.
PHOTO: DroneHub
A River Runs Through It
Exhibitor: LiuGong Construction Machinery N.A. LLC
Show: Conexpo-Con/Agg
Design: RES Exhibit Services LLC, Rochester, NY, 800-482-4049, res-exhibits.com
To steer visitors through its product displays and into its three-story structure, LiuGong Construction Machinery N.A. LLC used a corporate-blue pathway that meandered off a main aisle, bisected the stand's pea-gravel-covered environs, and concluded at the main structure.
Exhibitor: LiuGong Construction Machinery N.A. LLC
Show: Conexpo-Con/Agg
Design: RES Exhibit Services LLC, Rochester, NY, 800-482-4049, res-exhibits.com
To steer visitors through its product displays and into its three-story structure, LiuGong Construction Machinery N.A. LLC used a corporate-blue pathway that meandered off a main aisle, bisected the stand's pea-gravel-covered environs, and concluded at the main structure.
PHOTO: Claudine Gossett Photography
A Trio of Trails
Exhibitor: Slack Technologies Inc.
Show: Slack Frontiers
Design: Pinnacle Exhibits Inc., Hillsboro, OR, 503-844-4848, www.pinnacle-exp.com
Slack Technologies Inc. used simple vinyl graphics to direct its user-conference attendees to three main information stations. The color-coded graphics and white text messages attached to the venue's concrete helped visitors easily navigate to their areas of interest.
Exhibitor: Slack Technologies Inc.
Show: Slack Frontiers
Design: Pinnacle Exhibits Inc., Hillsboro, OR, 503-844-4848, www.pinnacle-exp.com
Slack Technologies Inc. used simple vinyl graphics to direct its user-conference attendees to three main information stations. The color-coded graphics and white text messages attached to the venue's concrete helped visitors easily navigate to their areas of interest.
PHOTO: Exposures Ltd.Â
Trail of Toes
Exhibitor: Institut Straumann AG (dba Straumann)
Show: American Association of Oral and Maxillofacial Surgeons
Design: Sacks & Company Inc. (dba Sacks), Andover, MA, 978-988-1100, sacksexhibits.com
Like a trail of breadcrumbs, vinyl graphics in the shape of lion pawprints led visitors from one end of Institut Straumann AG's 20-by-70-foot exhibit to the other. Meandering from demo station to demo station, the graphics ensured visitors never missed an opportunity to learn more.
Exhibitor: Institut Straumann AG (dba Straumann)
Show: American Association of Oral and Maxillofacial Surgeons
Design: Sacks & Company Inc. (dba Sacks), Andover, MA, 978-988-1100, sacksexhibits.com
Like a trail of breadcrumbs, vinyl graphics in the shape of lion pawprints led visitors from one end of Institut Straumann AG's 20-by-70-foot exhibit to the other. Meandering from demo station to demo station, the graphics ensured visitors never missed an opportunity to learn more.
PHOTO: Steve Rossman Photography
Road Trip
Exhibitor: ATT Mobility LLC
Show: Cellular Telecommunications Industry Association (CTIA) Super Mobility Week
Design: You Are Here LLC (dba YAH), Atlanta, 770-955-1300, yahagency.com
Sometimes, nothing does the trick quite like a simulated roadway. ATT Mobility LLC rolled out this option via a carpet inlay that pulled attendees from a main aisle, into its stand, and around a circular interactive experience.
Exhibitor: ATT Mobility LLC
Show: Cellular Telecommunications Industry Association (CTIA) Super Mobility Week
Design: You Are Here LLC (dba YAH), Atlanta, 770-955-1300, yahagency.com
Sometimes, nothing does the trick quite like a simulated roadway. ATT Mobility LLC rolled out this option via a carpet inlay that pulled attendees from a main aisle, into its stand, and around a circular interactive experience.
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