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Rooms With a View
To demonstrate how its products could be used in the real world, Belkin International Inc. commissioned a 70-by-70-foot exhibit that had all the comforts of home. Vignettes featured furniture and décor, and played host to Belkin's products including smartphone accessories, charging cables, and wireless networking devices.
PHOTOs: Raul J. Garcia Photography
Angling for Attention
SILVER AWARD
Category: Island
Exhibitor: Belkin International Inc.
Design/Fabrication: Pinnacle Exhibits Inc., Hillsboro, OR, 503-844-4848, www.pinnacle-exhibits.com
Show: International Consumer Electronics Show, 2013
Budget: $500,000 – $749,000
Size: 70-by-70 feet
rank Sinatra once said, "Angles are attitudes." Although he was referring to a cocked hat, the sentiment rings true for Belkin International Inc.'s exhibit at the 2013 International Consumer Electronics Show. Comprising sexy angles that pulled in passersby, the booth was straightforward and mysterious all at the same time. "The way this exhibit is situated on the footprint creates a visual effect that lures people into its core," said one Exhibit Design Awards judge.

Designed by Pinnacle Exhibits Inc., the angular booth represented a confluence of technology and humanity. Seeking to create an exhibit that connected the dots between Belkin's products and how people would use them in their everyday lives, designers divided the exhibit into eight vignettes, each fashioned after a household room such as a kitchen or living room. In these rooms, attendees could interact with Belkin's various products, including cables, smartphone accessories, and wireless networking devices, while staffers provided more in-depth product demos. Outfitted in natural materials and appointed with upholstered furniture, framed artwork, wood cabinets, and shelves, the rooms exuded a modern yet welcoming vibe.

In addition to the vignettes, the exhibit also featured a bright green wall promoting Belkin's line of lightning cables, which are compatible with newer generation iPods, iPhones, and iPads. A neon sign implored attendees to "Charge!" their lightning-connected gadgets.

The main attraction, however, was a 22-foot-tall white tree that has become a Belkin trademark at CES. Featuring soft white lights buried in the foliage, the tree's organic shape not only stood in stark contrast to the straight lines and angles found throughout the exhibit, but also embodied Belkin's nature-meets-technology ethos. Now that's environmental design.




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