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Client: Hisense USA Corp., a subsidiary of the Hisense Co. Ltd.
Design/Fabrication: MC², Chestnut Ridge, NY, www.mc-2.com
Size: 120-by-80 feet
Estimated Cost: $1.1 million
Estimated Cost/Square Foot: $115

PHOTOS: Padgett and Co. Inc.
Vidaa Las Vegas
By Christopher Nelson

At the International Consumer Electronics Show (CES), the lures employed to grab and maintain visitor attention often feel less like traditional exhibit-marketing tactics and more like Vegas-style showmanship. The 120-by-80-foot exhibit for Hisense USA Corp. is a prime example. To launch its new Vidaa series of smart TVs at CES 2014, Hisense worked with Chestnut Ridge, NY-based MC² to create a visitor experience that paired a product-driven color scheme with state-of-the-art technology and pulsating performances by the Jabbawockeez, a group of hip-hop dancers that won the first season of "America's Best Dance Crew."


In Living Colors
Four 21-foot-tall video pillars stood along the main aisle of Hisense USA Corp.'s exhibit playing video featuring meticulously choreographed routines performed by the Jabbawockeez. Winners of the first season of "America's Best Dance Crew," the Jabbawockeez put on live, high-energy performances throughout the four-day show.

Four 21-foot-tall video pillars (each comprising 16 ultra-high-definition screens) displayed footage of the Jabbawockeez and anchored the center of the booth's perimeter. In addition to appearing via the video pillars, the Jabbawockeez also performed live 10-minute routines throughout the four-day show. Each performance took place atop a raised stage centered along a curved, lighted fabric wall that spanned the back of the booth.

The color scheme in the videos and on fabric panels that draped the interior-facing side of each pillar matched the colors of the four primary, content-specific buttons on a Vidaa TV remote — magenta for live TV, yellow for video on demand, green for media, and blue for apps. Meanwhile, overhead lighting illuminated the mostly white technology-laden landscape in corresponding hues.

Between the booth's outer video pillars and rear stage sat an array of demo stations showcasing Hisense products grouped into categories. Toward the back of the booth, visitors found a few additional product displays as well as several conference rooms and a VIP lounge.

Featuring live performances, towering video pillars, and a product-centric color scheme, the Hisense exhibit attracted and engaged attendees at CES, proving that sometimes all it takes is a little showmanship to stand out on the trade show floor.E



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