Sometimes it pays to zig when the competition zags. Just ask Material Handling Systems Inc., which provides warehouse-optimization solutions including everything from software to robotics. At Modex, MHS' competitors typically display their massive machinery in action. However, for the 2022 iteration, MHS crafted a tech-forward exhibit with interactive experiences that, according to judges, "made warehousing seem utterly cool." Designed and crafted by EDE Corp., the 50-by-80-foot booth featured an overhead kinetic light sculpture that mimicked MHS' robotic technology and lured visitors to the space. Once inside, attendees discovered a clever product demo and Wordle game combo that visitors played via a custom app and wall-attached monitors. After solving the Wordle, attendees chose one of three giveaways. Demonstrating MHS' order-fulfillment capabilities, an automated sorting technology then picked the selected giveaway from a series of bins and a robotic arm placed it on a conveyor belt for delivery to mesmerized attendees.

Next, visitors moved to three semicircular pods relaying information on solution design, project execution, and services. The solution design pod offered a table equipped with radio frequency identification (RFID) technology and five 3-D models. When staff or attendees placed a model on the table, a presentation outlining MHS' design process launched on a nearby monitor.

To help MHS foster relationships, designers crafted a cozy speakeasy lounge. "Accessible via RFID bracelets sent to select guests, the lounge was purposefully inconspicuous," said EDE's president and creative director Greg Tivadar. By zigging instead of zagging with the masses, MHS scored visitors' attention, competitors' envy, and a Silver Award in the Experiential Exhibit category. E