Perhaps more than any other space in an exhibit, a hospitality area is where
attendees truly kick back, put down their trade show bags, and relax. But if you want booth visitors to stay long enough to not only finish their beverage but also talk shop with your staffers, this space needs to be comfortable, inviting, and, well, highly hospitable. These six spaces deliver via functional components paired with delicious design. By Linda Armstrong
PHOTO: Padgett and Co. Inc.
Exhibitor: Take-Two Interactive Software Inc. (2K Games)
Show: Electronic Entertainment Expo
Design: Freddie Georges Production Group, La Palma, CA,
Giving a nod to its sports-themed interactive games, Take-Two Interactive Software Inc. knocked one out of the park with this sports-bar-themed hospitality space. Pairing pub-style seating with baseball jerseys, pennants, and dramatic lighting, the design was a huge hit with attendees.
PHOTO: Andreas Keller
Exhibitor: Daimler AG
Show: Internationale Automobil-Ausstellung
Design: Braunwagner GmbH, Aachen, Germany,
Urban, upscale, and forward thinking, this space for Daimler AG perfectly portrays the attributes of its Smart cars. Dubbed the Smart Club Visionaire, the sleek hospitality area featured lounge-style furniture and an overhead element that bathed the space in warm, ever-changing hues.
PHOTO: Gerard Guiking Expofoto
Exhibitor: Agfa-Gevaert N.V.
Design: Gielissen Interiors & Exhibitions, Eindhoven,
Netherlands, 31-40-235-36-37, www.gielissen.com
This subtle design for Agfa-Gevaert N.V., a provider of imaging systems, was all about understatement. Neutral furniture and a similarly hued bar kept attendees' attention focused on the company's corporate-red flooring and the graphics prints, which were displayed over the bar.
PHOTO: Bilfinger SE
Over and Above
Exhibitor: Bilfinger SE
Show: Hannover Messe
Design: Gebhardt Projekte GmbH, Neustadt, Germany,
International engineering company Bilfinger SE offered attendees a room with a view at Hannover Messe. Positioned atop the second deck in a contemporary black-and-white space, the hospitality room featured sleek white furniture and an amazing view of the massive show floor below.
PHOTO: Patrick Patz Fotograf Hospitality
International Broadcasting Convention
Astound Group, Oakville, ON, Canada,
Complementing a series of stripes and curves throughout the space, this hospitality area for Harmonic Inc., a provider of broadcast-industry equipment, continued the feel of auditory waves with curved and angular surfaces along with variations of dramatic lights and soothing shadows.
PHOTO: Olaf Schiemann Photodesign
Citrix Systems GmbH
Salvador Design Innenarchitektur, Neufinsing,
Germany, 49-151-405-7777-6, www.salvador-design.de
Citrix Systems GmbH opted for this pristine space to communicate its new marketing campaign: Simplicity is power. Instead of a multitude of freestanding tables, Citrix chose an elegant assortment of built-in counters – each of which was accompanied by stylish swivel stools.