Challenge: Xerox had a 10,000 sq. ft. purple Formica exhibit booth at the COMDEX show. The technology company wanted to incorporate its new corporate branding and marketing videos into its existing booth, which lacked a presentation environment or multi-media component. Construction, lighting, video, and on-site expenses had to fit into an extremely tight budget. In addition, we were competing with the Sony theater that was ten feet away.
We needed to address the long, medium and nearby “attract” design criteria that are part of our solution set for any exhibit. We also needed to go in a different visual and kinetic direction in order to separate our theater from Sony’s.
Multimedia solution: Designscape used a 500-square-foot corner of the booth to create an open-air multimedia theater. Since we knew COMDEX would be awash in a sea of multi-colored laminates, we utilized more theatrical materials. Our design/build team created a very large, modern abstract sculpture that incorporated a giant internally lit version of the new Xerox “X” logo, which could be seen from a great distance away because of the scale and mass employed. Part of the sculpture held a large array of various scaled monitors hung at different levels to attract middle distance and nearby attendees.
The presentation stage was designed as a large computer-driven technical control center with an operator and a host. Monitors of the appropriate size and height backed them for the seated audience viewers, along with the requisite audio system for both the host and the videos.
Out of over 2,500 exhibitors, our theater was chosen to be the sole exhibit displayed in the center of a one-page article in the next issue of US News and World Report.
