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
silver award
Category: Island Exhibit Exhibitor: ZTE USA Inc. Design/Fabrication: Derse Inc., Milwaukee, 414-257-2000, derse.com Show: International Consumer Electronics Show, 2018 Budget: $1 ?" $1.9 million Size: 50-by-100 feet

PHOTOS: Exposures Ltd.
Above the Fold
A successful exhibit often hinges on a company's ability to deliver a jaw-dropping design – especially when the featured product involves an actual hinge. Such was the case for ZTE USA Inc., which was promoting its Axon M smartphone at the 2018 International Consumer Electronics Show and tasked Derse Inc. with designing a booth that unmistakably reflected its innovative product.
Seeing Double
More than a little reminiscent of the Axon M smartphone that ZTE USA Inc. was featuring at the International Consumer Electronics Show, the booth's dramatically angled ceiling was covered with Barrisol Mirror sheeting that reflected everything below. The base of the overhead element met with four LED surfaces where attendees could participate in virtual free-throw tournaments.
Out of the box, the Axon M looks like a standard smartphone, but it comes with a twist – or better yet, a fold. A hinge running the length of the phone allows users to unfold the back side, revealing a second 5.2-inch screen.

So Derse designed four 11-by-13-foot, backward-leaning LED screens that stretched from the middle of the exhibit's floor to meet a dramatic, 23-by-80-foot, forward-angled ceiling sheathed in Barrisol Mirror fabric affixed to aluminum frames. The material turned the overhead architecture into an enormous reflection of what was happening below. "The mirrored effect was symbolic of the multidimensional user experiences enabled by the Axon M phone," said Todd Sussman, vice president of creative at Derse.

Meanwhile, the LED screens were used for social-media activations and multiple product presentations narrated by ZTE executives. And several times a day, each of the monitors became a virtual arena where visitors competed in free-throw basketball tournaments via motion-sensing cameras that captured participants' movements and transferred them onto on-screen avatars.

Behind the screens was the 5G Future Tunnel, a 12-by-12-by-40-foot thoroughfare dedicated to telling the story of ZTE's progress in 5G and the Internet of Things. "It's a dual experience – very public in the front and more personal in the tunnel," said one Exhibit Design Awards judge. One might even say it's the sort of concept that will likely have future designers trying to mirror it. E


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