Thoughts on Creating a Mobile Branded Experience

From day one, the clock is counting down.

No furniture is abused quite like trade show furniture. Dropped from forklifts. Frozen and baked in the backs of trucks and godforsaken warehouses. 60 hour heavy vibration cycles as the crates are shipped across state lines. Packed and setup repeatedly by hungover, tired, jet-lagged staff. It's a recipe for destruction.

 
Blocking studies let us double check personnel placement in multiple configurations, as well as logo and video content visibility.

Blocking studies let us double check personnel placement in multiple configurations, as well as logo and video content visibility.

 

in 2015, Formlabs was ready to grow up as a brand... on a budget. Unveling at CES, the vanguard of the Consumer Elctronics World, the footprint was for a 20' x 20' booth, while the follow-on show schedule meant the booth needed to be fragmented into multiple separate kits that could travel the country over a projected 2 year lifespan. All designs needed to be forward compatible with products that had not yet been released, with flexible displays that could be swapped with future storytelling content. 

Our solution is an architecture that mirrors the minimal, modernist design of the printers, reliant on lighting to tell stories and build ambience while gently encouraging face to face interactions. Clean aluminum planes wrap softly round glowing displays, lit from beneath acrylic displays. 

 
Stereolithography, the process that Formlabs built it's core technology around, uses light to cure ultra-violet sensitive plastics. The booth treatment was sensitive towards telling user stories while accentuating the hypnotic dance of laser through resin. 

Stereolithography, the process that Formlabs built it's core technology around, uses light to cure ultra-violet sensitive plastics. The booth treatment was sensitive towards telling user stories while accentuating the hypnotic dance of laser through resin. 

 

The response was phenomenal. Designing an open floor footprint, rather than traditional corral and gate - allowed a constant flow of visitors. The recessed, lit story displays became a catching hook that drew visitors within chatting distance, perfect for engagement with one of the on-stanby 

Formlabs’ booth at CES is right next-door to the TCT Booth; it’s a thing of beauty, watching the crew set up and finish before anyone else on the show floor (before some had even started) was like watching a finely choreographed ballet, there was little chaos, little confusion it was done, it was ready and the team headed home.
— TCT MAGAZINE