Natural Intelligence
While AI was all the buzz at the International Consumer Electronics Show (CES), Tropicana revitalized its 77-year-old brand by intentionally distancing itself from anything artificial. In a clever twist on its logo, the leading orange juice brand modified its packaging to exclude the letters “A” and “I” from its name, rebranding as “Tropcn.” The stunt aimed to spotlight Tropicana's commitment to natural ingredients, asserting that its juices have always been free from artificial additives. The “Tropcn” bottles made their debut in the show's outdoor Central Plaza, where the company distributed its uniquely labeled juice from a strategically placed truck wrapped in clever graphics that read, “100% OJ. 0% AI.” This humorous initiative proved to be a delicious tactic to squeeze attention from sustenance-starved CES attendees whose focus was constantly pulled in multiple directions at once. Hat Trick
After a while, the thousands of flowers at the International Horticultural Expo in Doha, Qatar, can start to look alike, with vast fields extending over the 420-acre site. Vietnam found an inexpensive — and ingenious — way to work around that drawback in its pavilion by branding covers used to shade some of the plants with a duo of indigenous elements. The caps over the foliage resembled the conical hat, aka the nón lá, the traditional headgear long symbolic of the country. Each cover was painted with the Vietnamese flag, a saffron-yellow star set against a cherry-red background. The colorful caps set the blooms in their section apart, becoming Vietnam's own brand of flower power. Takes a Licking
The most authentic part of Audible Inc.'s carnival-themed environment at SXSW was the food. From corn dogs to cotton candy, attendees were free to let out their inner Templeton the rat and gorge themselves into exhaustion. Nestled under the Ferris wheel was a particularly popular sweet treat: ice pops. The unusual flavor combinations, such as pineapple basil and watermelon lime, were named after experiences people could expect from an audiobook. Attendees could choose from among Thrill Me, Entertain Me, and Make Me Swoon. Our team chose Fascinate Me, a spicy Mexican chocolate with complex flavors as fascinating as the words that spill from Bill Bryson's very prolific pen. Stand Builders Assemble!
Exhibit managers dream of a stand-builder who can champion their trade show efforts like a superhero. At EuroShop 2023, Slovakia-based Evka.Team embraced this concept, transforming its exhibit walls into black-and-white comic-book frames to depict its team as superhero problem solvers. One panel showed the managing director pulling off his business clothes to reveal a superhero suit underneath — a nod to the iconic Superman transformation. Overhead, the theme continued with dialogue bubbles that shouted the company's services, such as “stand design,” “graphics,” and “installation.” This clever approach captivated visitors and communicated Evka.Team's message with bold visual storytelling. It was a fun and effective technique to highlight the company's strengths while creating a memorable experience for attendees. Alpine Style
At Integrated Systems Europe (ISE) 2024, nestled in the far corner of an exhibit hall, CGS Dry Hire showed that effective booth design is about more than just a slick appearance — it's about knowing your audience and creating an experience that resonates with them. CGS, a German firm specializing in AV technology rentals for events, transformed its booth into a Bavarian-style alpine chalet, inviting its audience of tech-savvy beer-lovers who make events tick to relax, network, and enjoy a uniquely immersive experience. Staffers in traditional Bavarian attire served authentic snacks and beer from the region, encouraging visitors to take a break from the hustle and bustle of the show floor and discuss CGS's offerings. This Hüttengaudi-inspired approach shows that when you understand your audience and tailor your design to meet their expectations, the results can be something worth raising a glass to. Oh, Honey!
Anyone who walked by BlueHive's booth at EXHIBITORLIVE 2024 to see people perched at the top of a staircase, their head thrust into a beehive like Winnie the Pooh on a honey binge, couldn't help but stop to figure out what was going on. This unusual sight was BlueHive's way of immersing booth visitors in its capabilities. When visitors reached the top of a three-step staircase they could poke their head in a geometric dome, reminiscent of a beehive structure. Acrylic bees on transparent thread hung from the top of the dome, which was mirrored inside, multiplying the bees and giving the dome the appearance of a busy hive. On the front wall of the hive was a screen that played a video explaining BlueHive's capabilities – a sticky activation that kept visitors riveted in place. Code Breaker
QR codes are common as tchotchkes at trade shows — and often easier to ignore. But at the 2023 Kitchen and Bath Industry Show (KBIS), the Café brand from GE Appliances, a Haier company, cleverly made its QR codes stand out. In kitchen vignettes themed around the visual vocabulary of fashion shows, GE Appliances posted QR codes linked to more information about its products. But just as a haute-couture designer might curate a supermodel's appearance right down to a single pearl on a strand of gems, the company mounted the exhibit's QR codes in lustrous metal frames the way a museum might choose to display a precious ancient scarab.