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EXHIBITOR magazine's Corporate Profile Series: beMatrix USA
The future of exhibit fabrication is here,
and it's Greener, more versatile, and
more affordable. Since the early 1990s,
corporate exhibitors and their exhibit houses
have imagined a future where custom exhibits
would deliver ultimate modularity and cost
efficiency. Designs would be 100-percent
custom, but the structures underneath would
be modular - so modular, in fact, that
exhibitors would be able to easily rent additional
components for their largest shows
or rent duplicate properties when two shows
occurred at the same time. Adoption of this
system across the industry would mean that
exhibitors wouldn't even have to ship their
own exhibit structures. Rather, they'd be able
to rent components in the city where the show
was taking place and only ship their graphics
or infills (or have them created locally).
While the rest of the industry was imagining,
beMatrix USA was innovating - and
quietly taking the industry by storm. Known
affectionately as "the frame with the big
holes," the beMatrix system is now used by
more than 500 North American partners
and is available in 63 different countries.
The system is a collection of aluminum
frames that can be used interchangeably to
create walls, floors, or ceilings in virtually
any rectilinear or curved shape. beMatrix
supplies frames to partners who are general
contractors, event companies, exhibit
designers and builders, graphic printers,
and audiovisual (AV) companies. Partners
then create the designs and any custom
components - including graphics, cabinets,
and the finish panels that cover the
beMatrix frames. "Our vision is to create
the best frames and structure, but leave the
creativity, custom fabrication, and customer
service to the exhibit houses," says Robert
Laarhoven, president of beMatrix USA.
beMatrix differs from aluminum extrusion
systems in that frames arrive preassembled,
which means fewer parts and
faster setups on the show floor. Frames are
effortlessly - and toollessly - connected,
making it three times faster to install than
traditional extrusion systems, all the while
reducing labor costs. beMatrix frames are
also lighter than wooden constructions
(which means lower drayage costs) and
more durable than traditional fabrications.
When a panel is damaged or an exhibitor
wants to change the appearance of the
exhibit or graphics, the exhibitor needs to
merely swap out the infills.
Traditionally, the most prevalent complaint
about modular systems has been that panel
seams could be seen in the final exhibit.
beMatrix overcame this challenge by creating
its frames to accommodate seamless
infills in any material, texture, or finish that
clients' designers can imagine, including
LEDskin, which creates a seamless multimedia
video wall. beMatrix frames also accept
silicone-edge graphics (SEGs) that hide
seams between panels and further reduce
The adoption of beMatrix frames has
been impressive, earning the company a
place on the Inc. 5000 list for the past three
years. At the 2018 International Consumer
Electronics Show, 150,000 square feet of
exhibits (or nearly 10 percent of the entire
trade show floor) used beMatrix components.
But what excites Laarhoven even more than
the company's growth is his team's enthusiasm.
"We are in love with our own product,"
Laarhoven says, "so much so that we like to
call ourselves beManiacs."
CORPORATE HEADQUARTERS: 4476 Park Drive, Norcross, GA 30093
More information about beMatrix USA...
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