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Pole Position
A majority of the architectural elements in Beyza Ltd.'s 20-by-20-foot exhibit were anchored into Planner Flooring, a product crafted from medium-density fiberboard (MDF) panels with steel-reinforced holes drilled every 12 inches. The flooring not only supported structural exhibit elements, but also added a distinctly industrial aura to the overall booth.
photos: Gabor Ekecs
Case Study
SILVER AWARD
Category: Small Budgets
Exhibitor: Beyza Ltd.
Design/Fabrication: Terminal Design and Space Solutions, Istanbul, 90-216-557-83-84, www.terminaldesign.com.tr
Show: International Consumer Electronics Show, 2012
Budget: $29,165
Size: 20-by-20 feet
Cost/Square Foot: $73
ith prestigious merchandise, including a product line for luxury automaker Astin Martin, Beyza Ltd. reigns at the top of the smartphone and tablet-case echelon. Turkish exhibit designer Terminal Design and Space Solutions wanted to reflect that distinction at the 2012 International Consumer Electronics Show. But doing so in a 20-by-20-foot booth space on a budget of under $30,000 demanded nothing short of design brilliance.

To highlight the refined styling associated with Beyza's suite of natural leather products, Terminal Design crafted an airy structure punctuated with earthy hues, while arching fabric canopies and aluminum poles for lights rose high above the space to infuse it with drama. "Beyza makes high-quality natural products, but we also wanted to demonstrate that the company is technology oriented," designer Alp Gumus said. "And above all else, through the exhibit we wanted to convey that Beyza is serious about good design."

Wood walls bracketing the back corner of the booth provided structure and surface area to the exhibit, giving designers an elegant canvas for both hanging and embedded product displays. Encapsulating the Beyza cases in the wall enhanced the preciousness of them, Gumus said. And Exhibit Design Awards judges agreed. "It's not a new concept, but the wall displays are executed very well and make the products look special," one judge said. Additional display areas were scattered throughout in shiny aluminum and white, giving the space a lightness that judges lauded as smart and sophisticated.

In whole, the small space was a showstopper, even by CES standards. By taking the essence of the brand and translating it into an equally stylish exhibit, Terminal Design projected Beyza's image to the masses and showed that exhibits don't have to be bigger to be better. E




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