G6 Hospitality (G6) asked The Trade Group to design a trade show exhibit featuring its higher-end, extended stay hotel brand, Studio 6. G6, which also supports the Motel 6 brand, was looking for a fresh, contemporary, exhibit design with a sleek, minimal, edgy and modern feel. The design also needed to highlight the new look and features of the Studio 6 rooms, which feature a studio-style floor plan, living areas and fully furnished kitchens.
Initially, G6 intended to exhibit at three shows – two requiring a 40×40 and one requiring a 20×20 configuration. The Trade Group designed an exhibit structure to surround a rotating platform upon which a full-size motel room would be displayed. A large hanging sign with the Studio 6 logo was included in the design to reinforce the brand.A change of plans necessitated that G6 pursue two 20×20 shows instead, one that was going to be held in a hotel ballroom. While this isn’t the first trade show held in a ballroom, the original Studio 6 exhibit required modifications to function properly in the new location.
The ballroom venue presented several challenges:
- Reduced room height.
- Obstacles on the ceiling, such as chandeliers.
- Hanging a sign from the ceiling wasn’t an option.
Since G6 was looking for a modern design aesthetic, we were able to use the structural support of square metal extrusions as a design feature. The extrusions also helped to support and create the appearance of a hanging sign – so that part of the design plan didn’t need to be abandoned.
We also incorporated an eye catching, asymmetrical design, with one side higher than the other, to enhance the overall design aesthetic. In addition, we utilized stair-stepped, round, overhead fabric panels to provide visual interest and create an inviting space for visitors.
Creative, accent lighting also played a role in the new design. We integrated down lighting with simple, vertical strings to help define spaces and create imaginary walls, while maintaining an open feel at the same time.
Finally, we included photos of the hotel exterior, interior and room details on large graphic panels throughout the space. These graphics helped showcase multiple aspects of the hotel properties and reinforce Studio 6 brand recognition.
The new exhibit design came with other benefits. Due to the success of the reconfiguration, G6 decided to use the exhibit in traditional convention hall venues as well. This eliminated the expense of rigging at future shows.