Xfinity Space Ready for Opening Day

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When Comcast was ready to refresh and repurpose their Fundamentals Deck at US Cellular Field, EDE worked closely with GMR Marketing and the Chicago White Sox to renovate the space. In just 4 weeks, our team provided in-house engineering, demo, fabrication, paint, graphics, and lighting to update the sponsored space.

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Expanding the Virtual Reality Experience

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Virtual Reality can entertain us, connect us, and revolutionize our view of the world– but for how long? Typically, an attendee at a trade show or event will get to experience a brand’s virtual reality for just a few short minutes. Although they will probably be entertained and impressed with your brand, they can’t take this experience with them. Attendees might spread the word to a few of their friends and colleagues, but it all stops there. This year together with Interface, we came up with a solution–a way for attendees to literally take their Virtual Reality experience away with them and share that same experience with anyone. Anywhere. Anytime.

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2013 Review

2013 was one for the books. We grew as a company, broke ground on a new warehouse facility and grew as families with weddings and births for our employees. We wanted to take a moment to thank our clients and partners and reflect on some highlights from the past year.

Without loyal and ambitious clients we could not have accomplished all that we did. Collaborations with designers, architects, vendors and outside teams helped our appreciative in-house staff bring clients’ stories to life.

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Level Up with Gamification in Your Exhibit

Interface's gamified showroom.

Gamification has been around the marketing world for quite some time.  Gone are the days of gimmicky games based on Wheel of Fortune or Jeopardy, instead games are now created to be relevant and targeted and help deliver defined marketing messages.  Marketers are finding that gamifying a brand helps influence behavior in environments like trade shows, mobile events and experiential settings.  The benefits of gamification can be numerous and typically include:

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Hanging Signs Can Do More Than Just Hang There

examples of hanging signs at trade shows

Hanging signs are staples on trade show floors.  Most exhibitors use them to maximize the display’s height and make the company name visible from a distance.  Obviously this is all fundamentally vital, but truly successful exhibits incorporate hanging signs that do even more.  Don’t contribute to hanging signs becoming the superficial backwards cap of events by just plopping them on top of your exhibit as simple identifiers.  Make them a part of your visitors’ experience to ramp up the effectiveness.

How can you make your hanging sign an actual part of the booth experience?

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Transport Attendees Away from the Trade Show

Yale's custom exhibit at Promat 2013

A major drawback to trade show exhibits is that you can typically only display a product, not its contextual usefulness.  With all of the distractions and unrealistic settings at trade shows, it can be hard for attendees to make an accurate mental connection to the product.  Taking an attendee away from those distractions and putting them into a real life environment helps them focus on how your products meet their needs, which in turn makes your products stand out.

The good news is that you don’t have to actually take attendees out of the convention center.  This can be accomplished in a number of ways with visual, auditory and emotional cues created by the experience within the space.  Even without the ability to recreate large or out-of-element settings to scale, your booth design and fabrication can mimic reality well enough to mentally place attendees in the time and place they will use your product.

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Streamline Your Exhibit’s Video Projections

Interface unveiled their sustainable product lined called Net Effect at this year’s NeoCon in Chicago.  For the debut, they wanted the focus of the new space to be videos playing on monitors and projectors displaying a narrative of related images and text, all tirelessly timed to atmospheric music.  The displays, which spanned over three walls, set up a stage that pulled in attendees to spread a powerful message.

While EDE handled the fabrication of the showroom from setting up the projectors to moving existing plumbing, we collaborated with Ogilvy & Mather to create the graphics display that revolved around timing and had to be seamless.  However, the vision created two main challenges that inspired more thoughtful implementation.

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Fabric – The EDE Architectural Way

The shift toward using fabric as major components of trade show exhibits has become popular within the trade show industry.  The benefits are numerous, ranging from the ability to cover canvas exhibits with graphics to allowing the creation of unique and seemingly impossible shapes and make this seem like a logical choice.  There are drawbacks however, and these inadequacies have led EDE to avoid relying on fabric in the past.  Disadvantages include the lack of clean square edges, the price to reprint graphics, and the transparent nature of fabrics. We have historically chosen to avoid materials that sacrifice construction quality like overwhelming use of fabric oftentimes does.

But with the invention of SEG (silicone edge graphics) fabrics, many of these shortcomings were eliminated and EDE finally felt that creating a reputable structure from fabric was achievable.  Tai Ping’s exhibit for HD Expo 2013 was EDE’s first fully constructed with fabric.

 

Tai Ping's SEG fabric trade show exhibit

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