WHAT'S HAPPENING NOW:
SUBSCRIBE TO MAGAZINE
Topics Magazine Find It EXHIBITORLIVE eTrak FastTrak 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
bronze award
Category: Excellent Element Exhibitor: Toshiba Global Commerce Solutions Inc. Design/Fabrication: Exhibitus Inc., Tucker, GA, 800-770-4392, www.exhibitus.com Show: National Retail Federation, 2017 Budget: $250,000 – $499,000 Size: 50-by-60 feet

PHOTOS: PADGETT AND COMPANY INC.
Story Boards
How do you bring a complex and sometimes intangible narrative to life in a way that resonates with attendees and lodges in their memory? Toshiba Global Commerce Solutions Inc. solved that conundrum at the 2017 National Retail Federation expo. By combining age-old storytelling with next-generation technology, the company effectively told the tale behind its Brilliant Commerce solutions, which satisfy consumers' increasing demand for personalization and information. "How we described the technology had to be as arresting as the technology itself," said Brad Falberg, president of Exhibitus Inc., which designed and fabricated Toshiba's 3,000-square-foot booth.
Motion Pictures
Using conductive ink that transforms simple drawings into electrical devices, Toshiba Global Commerce Solutions Inc. fashioned a touch-activated tale about how its retail technology can satisfy consumers' increasing demands.
The company created a trio of raw-wood walls, each of which contained several hand-drawn vignettes highlighting various aspects of Brilliant Commerce. Elevating the illustrations from conventional to captivating was the use of conductive ink, which effectively turns simple drawings into electronic devices capable of manifesting sound, light, and movement that can be triggered with a mere touch. "This was visual storytelling at its best," one Exhibit Design Awards judge said.

On one wall, staffers activated the pictorial narrative by pressing a finger to a picture of a customer picking up a shoe. Their fingertips prompted comet-like streaks of light signifying data traveling from the footwear to a monitor that came alive with more information. On another wall, a touch triggered an illustrated shopper to drive her halogen-bright SUV across the board to a big-box store where the TV she ordered online flew into the vehicle. While the full story played out on the wooden surfaces, staffers enriched the action by sharing additional details on Toshiba's technology. With stunning pictures worth the proverbial 1,000 words, Toshiba's conductive-ink walls were as dazzling as the Brilliant Commerce story they helped tell.E


you might also like
courses

FIND IT - MARKETPLACE
Modular Exhibit Systems
Expand International of America, Inc.
Rental
CEP - Chicago Exhibit Productions, Inc.
Associations
Experiential Designers & Producers Association
Exhibit Producers
Unrivaled
>> More Products
 
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