During the Great Recession, the phrase "do more with less" slowly evolved from cliché to constant. But on the bright side, that constant has fueled innovation, ingenuity, and efficiency in the exhibit-design world. And nowhere was that more evident than in Intel Corp.'s exhibit at the 2010 International Consumer Electronics Show.
Despite having its exhibit budget reduced by 30 percent compared to the 2009 show, Intel still wanted a structure that left an impression on CES attendees. With that in mind, the company asked Farnham, Surrey, U.K.-based 2LK Design Ltd. to create a booth that, well, did more with less.
Powered by intelligent lighting, the 62-by-68-foot, L-shaped ceiling element in Intel Corp.'s exhibit featured 59 illuminated cubes. The cubes each measured roughly 5-by-5 feet and varied in depth from approximately 3 feet to a maximum 8 feet. The resulting undulation added texture and depth to the curvaceous overhead element and furthered the illusion that the so-called "Digital Cloud" was, indeed, a light, airy structure.
2LK's solution was to take advantage of all the exhibit's real estate – namely, the often overlooked square footage above the concrete floor. With that in mind, the firm devised what it dubbed the "Digital Cloud," an L-shaped lighting structure comprising 59 cubes of varying depths. Inspired by Intel's "Sponsors of Tomorrow" ad campaign, which featured a grid graphic, the resulting 62-by-68-foot series of cubes was illuminated via intelligent lighting. "Lights within the cubes were programmed to predetermined sequences of color changes, transition speeds, illumination intensity, etc.," said Derek Lunt, managing director of 2LK. "We wanted ambient states when the cloud gave off a cool, calming effect, then moments
of intensity with bright colors and fast transitions." Beneath the digital cloud, a barrage of various touchscreens and demos provided visitors an opportunity to experience products powered by Intel technologies.
"I love that the exhibit's main theatrical element is its ceiling," said one Exhibit Design Awards judge. "Unlike a ground-based focal point, this ceiling structure attracted attention from a long distance and drew in attendees to experience the brand."