An excellent way to stand out on the trade show floor is to design your trade show exhibit around a major focal point. Ideally, this is something eye-catching and even three-dimensional that makes a clear statement about your product or brand. This could be an LED wall, a sculpture—even something suspended from the ceiling.
For example, bath fixture company, Toto, fabricated a supersized water vortex (the inverted cone of water that swirls down the drain). Placed in the center of its new products area, the vortex’s presence alerted attendees that this was the portion of the Toto booth where the most important things were happening. The elegance of this dynamically lit piece of fabric construction also reinforced Toto’s high-end image.
Creating a central point of interest in your exhibit works on many levels:
- Wayfinding anchor point. People use visual cues to orient themselves. “We came in the entrance near the coffee place.” “If we get split up, let’s meet up at the clock tower.” If you build an object or structure that functions as an anchor point, you’ll make it easier for people to find their way around your booth—and turn your booth into a reference point for people as they navigate the show floor.
- Traffic builder. People are naturally drawn to the tallest, largest or most interesting structure. Therefore, integrating a central focal point into your trade show exhibit design will draw more attendees into your booth.
- Statement. Your visual centerpiece can also reinforce a message, highlight a featured product, or non-verbally reinforce your brand positioning.
Four more examples:
1. Spatial Anchor. Suspending a giant red balloon over the center of this exhibit pulls the exhibit components together and transforms the exhibit from a bunch of walls and demos into a cohesive environment.
2. Product Spotlight. Lighting and an overhead canopy reinforce that this display is the must-see area of the exhibit.
3. Sculptural Centerpiece. The dynamic lines and lighting of this element draw attendees into the exhibit just to see what this piece is. Once they enter, they can experience the exhibitor’s story via iPad interface.
4. Thematic Continuity. This exhibit features rose-pink exhibitry, large roses on its graphics, hundreds of small, illuminated roses as its ceiling—all pulled together by a single giant rose suspended upside-down over its exhibit.
What cool things have you seen on the show floor lately? Please share. We’d love to know.