Intelerad's custom exhibit for RSNA brought a mixture of elements creating an intimate feeling that stood out from other medical industry exhibits. A 20 ft. tower featured a suspended 3D logo illuminated by LED lights. Along the perimeter of the space were structures made of warm wood laminate and stainless steel that hosted semi-private product demonstration stations while softly-lit private conference rooms anchored the rear of the exhibit. Though graphics helped close off the space from the aisles, there was an openness to the center that allowed visitors to freely move about. Overall, the cohesive mixture of textures and colors created a comfortable atmosphere that transported trade show attendees away from McCormick Place's busy show floor.