T he Cloud is an airy metaphor for data stored somewhere on computers that are out of reach and floating in the ether – just as clouds often are. This is why Turvo Inc., a maker of cloud-based transportation-management software, charged its exhibit house, Kubik Inc., with delivering a stand as ethereal as the pillowy airborne particles themselves. Given the booth's diminutive footprint – just 200 square feet – the designers focused on making it as sleek as possible without compromising functionality. "The biggest challenge was making sure the curved illuminated backwall was evenly lit, so we could have a clean, yet visually impactful booth," said Kubik art director Michael Lasam. Balancing elegance and functionality, the backlit wall emblazoned with the company logo was, not unlike a cloud's rudimentary composition, made from a few simple items: millwork, white fabric, and LED lighting. These elements allowed the company to construct the illusion of a more open space in front as well as a more streamlined view from the main corner. An integrated 85-inch screen displaying product information blended seamlessly into the wall.

The furniture and demo stations' colors were handpicked to both contrast and complement the curving partition. Turvo employed dark wood laminates for the demo counters and side walls, and a light gray carpet visually anchored the latter to the show hall's floor. The demo stations rested on semi-oval counters of white, while the chairs for guests to rest on were shaded the same gleaming white as the backwall, lending them the appearance of cloudlets serenely floating in the wake of a mother cloud. "The simplicity of the design and materials outdid people with gigantic booths," said judges, a verdict that could only have left Turvo on cloud nine.E