o show attendees at the 2013 International Consumer Electronics Show (CES) in Las Vegas how its microprocessor technology helps individuals express their creativity inside the larger ecosystem of computers, Intel Corp. employed the metaphor of a public space. Calling the 14,500-square-foot booth The Digital Park, designers found inspiration in areas where diverse individuals gather, and thus become incubators for new ideas.
In the exhibit's center stood its focal point, the towering Ultrabook Tree. A masterpiece of arboreal art, the 2.5-ton structure speared 20 feet into the air, surpassing the height of the exhibit's second story. The tree trunk (made from 4-inch-diameter rolled steel, Fiberglas cladding, and water-based chrome paint) was studded with 330 programmable LED pixel lights. On its 18 branches, 180 ultrabooks hung open like immense leaves of black steel.
At the techno-tree's base, staffers helped visitors craft animations of flowers on one of eight touchscreen-enabled computers. Moments later, the images suddenly floated up and around all eighteen electronic branches. Exhibit Design Awards judges were also awed by the fusion of skillful creativity and silicon circuitry. "The fact that this looks effortless makes it truly spectacular," one judge said.
Nearby, four 46-inch LCD screens powered by pinwheels on a Plexiglas counter enchanted visitors with their juxtaposition of technology with toys. Attendees spun or blew on the pinwheels, which then activated animations on the screens. Afterward, visitors congregated in a tiered terrace where futurists, musicians, and artists demonstrated how they merged technology into their work and play. By using the analogy of a park and public space, Intel illustrated how technology can help attendees' inner artists shine.