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Client: SentinelOne Inc., Mountain View, CA
Design/Fabrication: Derse Inc., Milwaukee
Size: 20-by-30 feet (600 square feet)
Estimated Cost: $170,000
Estimated Cost/Square Foot: $283

 
The Future is Now
By Charles Pappas with photos by The Photo Group

SentinelOne Inc. wanted its booth at the 2018 RSA Conference to both showcase its new branding and position the cybersecurity firm as constantly moving toward the cutting edge of data. Working with Derse Inc., the company created a 20-by-30-foot island exhibit that used a variety of shapes and structures it felt referenced elements of a futuristic landscape. The result evoked the "Blade Runner" movies' visual landscape of nonrepresentational designs and oblique stationary constructions that seemed ready to leap off the screen at any moment.


The Shapes of Things to Come
The focal point of SentinelOne Inc.'s 600-square-foot exhibit was a polygon-shaped overhead element comprising tension fabric, an aluminum frame, and 240 LED tiles than ran a two-minute looping video.

Attendees first encountered the stand's centerpiece: a custom sign hanging from an overhead truss. Measuring roughly 12-by-22-by-7 feet, the polygon-shaped construct was made of tension fabric stretched over an aluminum frame. Under the fabric, 240 LED tiles ran a two-minute-long animated loop of pulsing lines and glowing orbs meant to suggest an ocean of thoughts running along a super-dense axis of neural pathways.

In a theater area beneath the rigged element, attendees rested on square ottomans printed with SentinelOne's abstract logo. Looking like a piece of the bridge of the starship Enterprise, a 14-by-13-foot freestanding structure at the front of the presentation space comprised dark gray wood with glossy white and brushed aluminum finishes. Angled 15 degrees toward the audience, the wall fostered the illusion that it was steadily moving in their direction. Meanwhile, 28 LED tiles formed a massive monitor that displayed the company's logo and played two looping informational videos as live presenters hosted 10 demos per day on SentinelOne products.

The exhibit's remaining structures – a hospitality bar and two double-sided demo stations with LED screens – were all slanted to one side, suggesting that they were arrested in mid-motion. By populating its exhibit with irregular shapes that seemed to embody kinetic energy, SentinelOne signified it was a company in perpetual motion toward the world of tomorrow. E



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