 ome
things are just meant to go together — macaroni and cheese, Batman
and Robin, and FormDecor Inc. and Blowupthings.
At BizBash Expo 2003, FormDecor, a furniture manufacturer and rental
company based in La Palma, CA, combined cutting-edge exhibit design with
a clever marketing strategy — partnering with Blowupthings, a San
Francisco-based inflatable company.
FormDecor provided illuminated seating and tables for the exhibit, while
Blowupthings provided an inflatable, clam-shell-like half dome, which
collapses and fits into two oversized pieces of luggage. The two products
complement each other so well that no other design elements are necessary,
except for a simple reception desk. “Our products are in the same
modern design genre,” says
FormDecor designer Fritz Williams. “They
work well together.”
FormDecor angled the 10-foot-tall inflatable across the 20-by-20-foot
space to obstruct two sides of the exhibit, enticing attendees to peek
around the glowing structure for a glimpse of what’s on the other
side.
Inside, visitors can try out six bulging, armless white chairs with sunken
centers and three internally lit round tables, all created by FormDecor.
The tables, topped with removable clear Plexiglas, showcase a back-lit
corporate message or logo. Embedded in each piece of furniture is an
incandescent lightbulb coated with a blue gel. The gel-coated bulb can
be changed to complement a wide range of color schemes.
“We wanted a simplicity of style that people could relate to on
an innate level,” Williams says.
Williams’ strategy struck just the right chord with judges. As
one said, “It’s a one-liner.” 
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