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design awards

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ince the dawn of the Great Recession, the phrase "do more with less" has slowly evolved from clich� to constant. But on the bright side, that constant has fueled innovation, ingenuity, and efficiency in the exhibit-design world. And nowhere is that more evident than in Intel Corp.'s exhibit at the 2010 International Consumer Electronics Show.

ELEMENTS
Element: Ceiling Structure Exhibitor: Intel Corp. Design: 2LK Design Ltd., Surrey, England, U.K., 44-1252-727727, www.2lk.com Fabrication: Taylor Inc., Brampton, ON, Canada, 905-451-5800, www.taylorinc.com Show: International Consumer Electronics Show, 2010

Despite having its exhibit budget reduced by 30 percent, and having a smaller booth space than the previous year, Intel still wanted a structure that left a sizable impression on CES attendees. With that in mind, the company sought the help of Surrey, England-based 2LK Design Ltd.
to create a booth that, well, did more with less.

2LK's Bronze Award-winning solution was to take advantage of all the exhibit's real estate - namely, the often overlooked square footage above the concrete convention-center floor. "So often, the ceiling space is wasted," Exhibit Design Awards judges said. "Here, it's an integral element that in fact is the main component of the entire design."

That element - dubbed the "Digital Cloud" - was an L-shaped lighting structure comprising 59 cubes of varying depths, each measuring roughly 5-by-5 feet. Inspired by Intel's "Sponsors of Tomorrow" ad campaign, which features a grid graphic, the resulting 62-by-68-foot series of cubes was illuminated via intelligent lighting. But those cubes didn't simply turn on and off. "The lights within the cubes were all programmed to predetermined sequences of color changes, transition speeds, illumination intensity, etc.," said Derek Lunt, managing director of 2LK.

The large, color-changing showpiece helped lure about 80 percent of CES attendees into Intel's exhibit and resulted in a 23-percent increase in the number of in-booth demonstrations compared to the previous year. Talk about a crowning achievement. e

It's Hip to be Square
Powered by intelligent lighting, the 62-by-68-foot, L-shaped ceiling element in Intel Corp.'s exhibit featured 59 illuminated cubes. The cubes each measured roughly 5-by-5 feet and varied in depth from approximately 3 feet to a maximum of 8 feet. The undulating depths created a curvaceous overhead edge and added to the illusion that the so-called Digital Cloud was, indeed, a light, airy structure.

Lena Valenty, managing editor; [email protected]
Photos: Line 8

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