Tips and Trends

Best of RSA: Exhibitors Impress with Unique Uses of Technology and Light

Wednesday, March 25, 2020

Earlier this year, we wrote about how exhibitors can incorporate data and light to drive their trade show success. At the RSA Conference last month, we saw many of these tactics executed beautifully in exhibits across the show floor—including some of our very own 3D Exhibits clients.

RSA gathers professionals from around the globe to learn and experience what is happening with the world’s cybersecurity agenda. Exhibiting in such a tech-forward environment leads companies to step up their game when it comes to creating exhibits that exude technology and innovation.

There was a lot of creativity on display, from unique LED lighting applications to engaging interactives. Read on to discover how each of our clients meshed their brands with data and light to create truly, unique exhibits.


VMware and VMware Carbon Black
VMware and its recent acquisition, Carbon Black, designed individual exhibits that complimented each other to reinforce the connection between the two spaces. Each exhibit showcased VMware’s brand by utilizing a parallelogram shape that is recognized throughout VMware’s marketing. LED pendant lights and parallelogram light boxes in both spaces exuded the brand and created a consistent look. VMware’s exhibit featured a central theater and demo stations for attendees to immerse themselves in VMware’s latest innovations. The VMware Carbon Black exhibit featured private conference rooms to accommodate a busy meeting schedule by utilizing both levels of its double deck structure.


Varonis
Varonis engaged with attendees in numerous ways in order to drive home its message about data threat protection. Features in the space included a 6 foot tall custom branded ‘Breacho’ game (a play on the name ‘Plinko’), a large vertical LED screen that facilitated presentations, and multiple demo stations that educated attendees on Varonis’ capabilities. Attendees were engaged and immersed in the brand throughout the space.


Secureworks
Securework launched a new exhibit that portrayed its brand with a modern and sleek aesthetic. An LED ring was featured under the hanging sign and allowed Secureworks to broadcast multiple messages to attendees on the show floor. LED trim lighting located on the edge of the booth made Secureworks stand out amongst its competitors.


Optiv
Optiv utilized the same exhibit properties from its new build last year in a reconfigured space. The exhibit design and visitor experience reflected the simplicity and peace of mind that Optiv delivers to its clients. Through the minimalist, tonal blue environment, attendees felt and experienced Optiv’s message, “Create Clarity from Chaos.”Optiv’s ability to adapt its demo delivery to the preference of individual attendees reflected its willingness to customize solutions for each client.


McAfee
McAfee created a space that metaphorically represented how data is always moving around us and how McAfee’s solutions protect data. LED light bars located in L-shapes around the exhibit symbolized the data that surrounds us, while the pattern of the LED lights instilled a sense of movement in attendees’ minds. White carpet inlays in the floor tied together the space to create consistency with LED light bars. McAfee’s demo stations and theater wall were wrapped with patterned graphics that represented the same linear movement as the LED lights. Each demo station allowed attendees to dive into a different product solution and the theater was utilized for McAfee to present on its total product solution story.

 
Keeper Security 

Keeper Security’s high-quality software protects digital data. High-end, glossy surfaces in the space helped portray Keeper Security as a brand that holds the quality of its products to the highest standards. The design utilized the same materials found in the company’s corporate headquarters’ lobby. The space had a personal look and feel with custom lighting and custom furniture touches. The light bars wrapping the conference room, the backlit features throughout the space, and the toe-kick lighting on the workstations tied the space together and enabled Keeper Security to make a statement on the show floor.

TokenEx 
The focal point of the TokenEx exhibit was a customized game on the monitor that educated attendees on TokenEx’s products, services, and solutions that maximize data security and minimize burdens.

Don’t miss out on the latest exhibit design and event marketing tips, trends, and best practices. Email Stephanie Coupland (scoupland (at) 3DExhibits (dot) com), let her know what you’d like help with, and she’ll connect you with one of our experts.

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