When Fidelis™ Cybersecurity asked The Trade Group to design a new 30’x30’ trade show exhibit for the Black Hat® 2016 conference in Las Vegas, we couldn’t wait to get started. Fidelis wanted to create a fun, destination exhibit and environment that attendees would not only seek out, but once inside, also want to hang out and stay a while.
Since the core goal of exhibiting at Black Hat was to expose more people to the Fidelis product line and brand (this would be Fidelis’ second show since rebranding earlier this year), functional features couldn’t be overlooked. The exhibit design included four product demo stations and a reception desk, with graphics and signage that highlighted Fidelis’ updated branding.
Creating a Destination: From Inviting Design Elements to Pinball Machines
Fidelis was looking for an exhibit design with a comfortable, inviting, immersive and modern vibe. They also asked that we incorporate multiple gathering spots where people could join a conversation, kick back and have fun.
In order to accomplish these goals, our design team created an environment that meshed eye catching design elements with several interactive components. Key features included:
Open floor plan with plexiglass walls. To keep the sound from neighboring booths out, we installed plexiglass walls for sound control. This element helped create an open feel, while allowing passersby to see inside the exhibit and observe the activities that were going on.
Once inside, guests could easily see all of the “activity stations” in the exhibit, then decide whether to play pinball, hang out with other guests, catch a product demo or grab a T-shirt.
Branded graphics and signage. The new Fidelis branding and logo were highly visible throughout the space. To grab eyes across the trade show floor, two large sign features figured prominently in the design.
- 30’x30’ angular perimeter sign. Visible from afar, this sign also enveloped the exhibit, which enhanced the immersive, branded feel of the space.
- Hanging sign that extended into the exhibit. This sign, which was suspended from the ceiling, was an integral part and focal point of the exhibit structure. Printed with brand messaging on both sides, and positioned at the back of the exhibit, floor-to-ceiling LED light panels really made this sign pop.
Interactive product demo stations. Four demo stations with video presentations were interspersed between other interactive opportunities in the space. This made it convenient for guests to check out Fidelis’ four key products while chatting with reps and other guests.
Comfortable, seating areas. The floor plan featured two spacious seating areas, positioned on opposite sides of the exhibit. Cushy, white, leather couches and chairs delivered the modern vibe and encouraged conversation.
T-shirt bar with seating. Cool T-shirts are coveted at Black Hat, so the space included a T-shirt bar with LED down lighting and uber-modern white stools with funky cutouts. Guests were encouraged to gather at the bar, grab a T-shirt and chat.
Pinball machines. Who doesn’t love a good, vintage pinball game? Fidelis’ guests loved playing the two games – Ghostbusters and Walking Dead – positioned in the center of the exhibit.
Two giant video monitors. We positioned 70” video monitors behind the T-shirt bar and at the back of the exhibit. The movement of the looping video helped raise the energy level in the space.
Backlighting, backlighting and more backlighting. To give a feeling of warmth and draw visitors to key focal points in the space, we backlit the reception counter, four product demo tables and the back wall of the exhibit.
Woodgrain flooring. The flexible, padded, trade show flooring looked like weathered, gray wood, which reinforced the modern, welcoming vibe of the space.
Mission Accomplished: Guests Had a Blast and Fidelis Met Plenty of New Prospects
After the extremely successful Black Hat conference, the client shared that they received many compliments on the exhibit. They were also very pleased with the traffic the booth received and leads they were able to gather at the show. Now on the NEXT show!