hen Exhibitgroup/Giltspur (EG) designed its booth for EXHIBITOR2007, the Roselle, IL,-based exhibit house wanted to attract qualified leads as usual. At past shows, EG accomplished this with more distractions than a Toys “R” Us, including remote-controlled blimps, a 9-foot-tall orange slide, a super-sized genie’s lamp, and more. But this year, EG decided to draw in customers by creating an oasis of calm that would contrast with the cacophony surrounding it.

The 30-by-50-foot exhibit stood out like a lazy tropical resort in the middle of a loud, congested city. Surrounding the top of the booth was a layered fabric structure, imprinted with circles the color of azure and sapphire coral in a Caribbean lagoon.

Once inside, visitors found themselves in a spa-like, muted expanse of teak-colored laminate walls and flooring. Overhead, a Mylar-covered fabric screen illuminated by a blue spotlight created the illusion of a blazing equatorial sky, while 4-foot-high glass vases with a dozen soothing lilies in each stood next to three touchscreens. Set on acrylic slabs lit from within to create a tranquil ice-blue glow, the 42-inch plasma screens ran silent presentations featuring case studies on EG’s past projects.

Interested prospects relaxed with EG staff in a hushed meeting area on foam seats that were hand painted bone white and that looked like gentle ocean waves. A series of acrylic lighting rods, sandblasted for a frosted effect, hung over the lounge like a glowing icicle cocoon. Inside, visitors sipped champagne and wine in EG-branded glasses as if they were in a mellow late-night lounge instead of on a raucous trade show floor.

By building a quiet refuge, EG made a loud impression on attendees. Hoping for 110 leads, the company’s chill-out zone generated 181 leads, proving that sometimes a toned-down approach can produce tuned-up results. e

Client: Exhibitgroup/Giltspur, Roselle, IL
Design/Fabrication: Exhibitgroup/Giltspur
Size: 1,500 square feet
Estimated Cost: $850,000
Estimated Cost/Square Foot: $560