The American Association of Orthodontists® (AAO) Annual Session and Exhibition is an important event for suresmile® – the industry leader in digital treatment systems for orthodontic practices. After four years exhibiting in a 30’x50’ booth space, suresmile was faced with an interesting challenge for the 2017 AAO event in San Diego.
The exhibit hall in the San Diego Convention Center is unusually long. Since suresmile wanted to secure a prime booth space on the main aisle that was highly visible from the south entrance, they ended up with an awkward 20’x60’ space.
According to Senior Design Consultant Austin Montgomery, “While a 20×60 is an awkward booth size, what made the design even more challenging was the fact that the 20’ side was the main “face” to the booth. So we needed to come up with an exhibit design that would draw attendees’ eyes from the front of the exhibit through to the back of the space. In addition, we needed to provide good visibility from the left and right for attendees walking up and down the main aisle.”
Presentation space was the focal point of the design
Highlighting the back of the space was critical, because suresmile would be holding live presentations featuring doctors there. “Since suresmile was limited to a handful of live presentations per day, we wanted to make sure the speaker would be highly visible from multiple vantage points,” says Montgomery.
The client was also looking for a design with a bright, modern and open feel that included defined spaces throughout. Along with the presentation area, suresmile wanted to set aside space for six sales kiosks, plenty of seating and a front reception area.
As Montgomery explains, “Ever since we started working together, suresmile told me they wanted guests to feel like they were walking into an Apple store when they entered their exhibit. Both the client and guests at the show said the new 20’x60’ exhibit design accomplished that goal.”
Key exhibit design elements draw visitors into the space, while keeping costs in check
Bridge features with staggered heights.
The design is anchored by three sets of 16’ columns with bridges that drop in height as you move toward the presentation area. “Along with creating visual interest and drawing the eye to the back of the booth, the bridges gave the booth some weight without taking up valuable floor space. What resulted was a space with an open yet defined feel that required minimal construction,” Montgomery says.
Attention grabbing, bright lighting features.
The exterior of the columns features eye catching backlit fabric graphics, with suresmile’s logo and brand messaging. In addition, LED lighting on the underside of the bridges really lights up the booth along with white carpeting placed throughout.
According to Montgomery, “Initially, the client wasn’t too keen on white carpeted flooring, but we’ve been using it for the past five years, and they really love how it brightens up the booth.”
Video monitors inside and out.
A 70” monitor was positioned on the interior back wall where the presentation area is located. People can see the monitor from afar, and it helps reinforce the area as the focal point of the space. The doctor presenters can refer to the video during presentations, and educational video is set to loop during the balance of the event.
Smaller video monitors installed on the exterior sides of the middle columns play content that mirrors the demos presented at the kiosks inside the booth. The video helps engage and educate passersby who may be hesitant to speak with a representative at first.
Convenient sales kiosks and mindful seating.
Six individual sales kiosks with chairs are positioned on the interior sides of the columns, which speaks to how the three bridges help define the space. The design also includes room in the middle of the booth for glass covered tables and white stools, which were specificallychosen to enhance brightness in the space and avoid a cluttered vibe.
Collaboration and trust lead to inspired design and execution
Montgomery enjoys working with suresmile and the collaborative approach to design that brought the finished design to fruition.
As he explains, “There is always a lot of back and forth between the client and me, but after all of these years, they do trust me to help them meet their goals. While they were a little nervous about going for such a unique design, that uniqueness really set them apart. They had a great AAO show and plan to use the same 20×60 exhibit next year.”
Are you looking for a solution to an exhibit design challenge? The Trade Group’s design team LOVES a good challenge. Just give us a call at 800-343-2005 to learn how we can help.
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