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Wave Form
"We eat with our eyes," said Victor Torregroza, events program manager at Intel Corp. "So it was important that the exhibit be a beautiful oasis on the show floor." The 168-foot-long "wave" structure comprised 2,200 square feet of fabric panels, and a total of 14 projectors mapped attendee-generated content across the canvas throughout the four-day show.
photos: Line 8 Photography
Intelligent Life
GOLD AWARD
Category: Experiential Exhibits
Exhibitor: Intel Corp.
Design: 2LK Design Ltd., Farnham, Surrey, U.K. 44-1252-727-727, www.2lk.com
Fabrication: The Taylor Group Inc., Brampton, ON, Canada, 905-451-5800, www.taylorinc.com
Show: International Consumer Electronics Show, 2012
Budget: $3 million
Size: 120-by-100 feet (17,100 square feet, including second-story space)
Cost/Square Foot: $175
t the International Consumer Electronics Show, Intel Corp. let attendees play god – creating new life forms in the blink of an eye thanks to Intel's technological prowess. Enlisting 2LK Design Ltd. and The Taylor Group Inc., Intel wowed attendees with a tsunami of a back wall where "life forms" were cast via 14 projectors.

The 168-foot-long, 20-foot-high structure loomed inside the sprawling 12,000-square-foot space, and visitors learned they could interact with it by scanning their hands at one of six 4-foot-high touchscreen kiosks positioned around the exhibit's perimeter. Within mere seconds, digital images of attendees' scanned palms passed through the algorithms of Intel's Core i7 rendering system, were transformed into candy-colored life forms, and appeared upon the colossal canvas. Like sea creatures swimming through a coral reef, the life forms interacted with one another in a hypnotic visual symphony.

The exhibit also featured 15 product-demo stations, an 8-foot-high structure showcasing the launch of Intel's new Ultrabook, and a 30-by-40-foot arena where visitors waxed poetic about Intel. Every hour, attendees listened to presentations from the likes of DreamWorks Animation SKG Inc. vice president, a National Geographic Society explorer, and even a "Project Runway" winner – all speaking about their experiences with Intel technology.

The dramatic display impressed Exhibit Design Awards judges, who said, "This structure demands attention. It provides a sense of permanence and prominence that cannot be overlooked." By the time the show was over, attendees had created more than 30,000 life forms, and the ethereal exhibit had proven that sometimes intelligent life begets intelligent, interactive design. E




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