raditional exhibit-design logic tends to promote booths that are the architectural equivalent of open arms and a welcoming smile. But for EXHIBITOR2007, Derse Inc., a Milwaukee-headquartered exhibit house, turned that come-one, come-all strategy inside out.

Looking as outré as an exhibit in the Museum of Modern Art, the booth’s enclosed design deterred casual passersby from wandering in, but stopped them like a Taser when they stepped on the 9-by-20-foot floor fronting the exhibit’s entrance. Laminated with a prismatic silver, holographic-like wall covering, the flooring looked like a patio poured from diamonds. While the hypnotic surface shimmered, Derse staffers invited potential leads and existing customers to a reception desk positioned under twin lamps made of interwoven strips of maple veneer. There, staffers verified badge information before escorting attendees into the Illumination Lounge.

According to judges, the lounge was an “interesting juxtaposition of materials.” On one side, Derse wrapped poplar slats around a 20-foot-high steel framework. On the opposite side, the company artfully cut and wove a $25 roll of packing foam around an aluminum frame. Inside this surreal sanctuary, visitors chilled on pearl-hued leather chairs and sofas, and bathed in the soft glow of five Frank Gehry-designed polyester “Cloud” lamps. Lighting recessed in the base of the foam and poplar walls color-washed the interiors with bold orange, green, and blue hues.

“We wanted a booth that would allow for one-on-one meaningful engagements with qualified prospects,” said Russ Fowler, vice president of creative at Derse. With that goal in mind, Derse hoped the booth’s retreat-like design would foster conversations of at least 10 minutes with prospects and clients. But the clubby ambience resulted in discussions that lasted 20 to 25 minutes. For Derse, it appears that artfully keeping people out is the best way to make them want to come in and stay a while.e