WHAT'S HAPPENING NOW:
SUBSCRIBE TO MAGAZINE
Topics Magazine Find It EXHIBITORLIVE eTrak FastTrak CTSM Certification Awards News Advertise
Topics
Exhibits
& Experiences
Exhibit
Design
Exhibit
Design Awards
Green
Exhibiting
Rental
Exhibits
Exhibit
Graphics
RFPs & Booth
Management
Small
Booths
Fabric, Flooring
& More
Technology
Case
Studies
design awards

GOLD AWARD
Category: Island - Less Than $150 per Square Foot
Exhibitor: Teknion
Design: Vanderbyl Design,
San Francisco, 415-543-8447, www.vanderbyldesign.com
Fabrication: The Taylor Group, Brampton, ON, Canada, 905-451-5800, www.taylorinc.com
Show: IIDEX/NeoCon Canada, 2009
Budget: $98,000
Size: 30-by-40 feet
Cost/Square Foot: $82

esign is in the details. Nowhere is that more true than in the exhibit-design industry, where designers are tasked with condensing an entire company's identity into one small footprint. Often, style is inadvertently sacrificed for substance. Not so with Teknion's exhibit at the IIDEX/NeoCon Canada show in 2009.

Teknion worked with Vanderbyl Design to craft an aesthetic oasis far removed from the exhibits surrounding it. Sheathed in white, 16-foot-tall spandex-and-aluminum walls on four sides, the 30-by-40-foot exhibit enveloped attendees in a protective embrace. To define the space, Vanderbyl suspended the walls 18 inches off the ground, creating the illusion of a far bigger space than the 1,200-square-foot booth footprint. Adding to the intrigue, the walls featured a ghosted Teknion logo and text promoting the company's WorkplaceOne planning concept, which practically whispered to attendees to enter the space.

Two 7-foot-wide passageways on opposite ends of the exhibit funneled attendees inside, where they were surrounded by a graphic of a tree grove, creating an environment where product displays came by way of function. Eight green backrests sat atop eight white banquettes, playfully punctuating the otherwise serene space.

The benefits of the sparse surroundings were not lost on judges, one of whom said, "In so many booths, the human isn't being respected. Here, you feel like a human being and are able to enjoy the subtlety of your surroundings."

Indeed, this exhibit is noteworthy for what it isn't just as much as for what it is - an exhibit void of overt branding and garish product displays that successfully transformed negative space into a positive experience. Now that's seeing the forest for the trees.  E

Lena Valenty, managing editor; lvalenty@exhibitormagazine.com

Tree Fort
Paradoxically imposing and inviting at the same time, the 16-foot-tall walls were raised 18 inches off the floor to create an enclosed space that didn't completely shut attendees out - or in. Built from recyclable materials, the aluminum-framed spandex walls were a nod to Teknion's commitment to the environment, and were blanketed with full-length graphics of an aspen tree grove. The elegant aesthetic was a welcome departure from the chaos of the trade show floor.

you might also like
 
Join the EXHIBITOR Community Search the Site
TOPICS
Measurement & Budgeting
Planning & Execution
Marketing & Promotion
Events & Venues
Personal & Career
Exhibits & Experiences
International Exhibiting
Resources for Rookies
Research & Resources
MAGAZINE
Subscribe Today!
Renew Subscription
Update Address
Newsletters
Advertise
FIND IT
Exhibit & Display Producers
Products & Services
Supplier to Supplier
All Companies
Compare
Jobs
Get Listed
EXHIBITORLIVE
Sessions
Certification
Exhibit Hall
Exhibit at the Show
Registration
ETRAK
Sessions
Certification
F.A.Q.
Registration
FASTTRAK
Locations
Certification
Registration
CERTIFICATION
The Program
Steps to Certification
Faculty and Staff
Enroll in CTSM
Submit Quiz Answers
My CTSM
AWARDS
Sizzle Awards
All-Star Awards
Exhibit Design Awards
Portable/Modular Awards
Corporate Event Awards
NEWS
Associations/Press
Awards
Company News
International
New Products
People
Shows & Events
Venues & Destinations
EXHIBITOR News
© Exhibitor Media Group | The Leader in Trade Show and Corporate Event Marketing Education 310 South Broadway, Suite 101, Rochester, MN 55904 | (507) 289-6556 | Need Help? Ask Scott