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Sarmistha Tarafder's Articles

Modern Booth-Design: Integrated Intelligence


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integrated intelligence

 

We are living and breathing in an Age of Integration.
 

Every action that we now undertake is or can be integrated with the larger system. The only limiting factors being our own imagination, and if it is realizable computationally.

Being an informed citizen of this age "requires the ability to apply computational ways of thinking to design, to writing, to experimentation, to artistic expression, and to problem solving to the very core of human intellectual activity. In this age, our ideas are no longer constrained solely by what is physically realizable, but by what is computationally realizable." {Hence the popularity of de-constructivism in modern architecture}

........An artist is now able to create an artwork that only exists when someone interacts with it specifying a framework within which each visitor can create a work of art.

A chemist is now able to search more effectively for new compounds by modeling them before ever going into the lab. Nearly every discipline is changing, not just because of new tools but because of new computational ideas and paradigms." Source: Congressional testimony of Dr. Rita Colwell, Director National Science Foundation.

HERE ARE SOME of the COMPUTATIONAL WAYS OF THINKING WHEN YOU ARE designing YOUR NEXT BOOTH

 REALIZE THAT INTEGRATION PROVIDES ECONOMIES OF SCALE, EXCITEMENT IN YOUR SPACE AND TRANSPARENCY OF YOUR MESSAGE


In a trade show display design when we go twenty feet high with inset back-lit marquee picture cube performing as way finders, consolidated presentation areas as enthralling engaging elements, towering messaging collaborating with brand performance we can proudly attest to the fact that we have achieved efficiency in economics, engineering in scale and artistry in form.

It is in the intelligent integration of form, function and fiscal competence when applied to this booth it comes alive in a 20'x 20' island space, shown as the marqueee image in this article. 

TRICKS OF THE TRADE TO KEEP IN MIND TO SHAPE YOUR DESIGN AND PERFECT YOUR PRESENTATION 

IN A SMALL ISLAND SETTING, ALWAYS DESIGN FOR THE CORE 20' x 20' HOWEVER, BE ON THE HUNT TO EASILY EXPAND TO 20' x 30' or 20' x 40'.

You ask 'What does this do for me?' Use the additional space to invite your product enthusiasts to use it for broadcasting live to their channels. This way, your brand gains the 'name and fame' and your space will be perceived as the 'happening place'.

 

island booth design1.jpg

The above booth display is intelligently designed to expand to  20' x 40'             --------------------

 HIGH-ORDER INTELLIGENT BOOTH DESIGN IN A LOW ORDER PECKING ARRANGEMENT

What does this mean?
Simply put; if you are exhibiting in a venue for the first time, you will be given a space, back in the show hall, against a wall or surrounded by few inline exhibitors. You will not get any prime location. They are usually taken up by the brand exhibitors who have been exhibiting for a while. 

What should you do? Ho do you design for this space?

APPLY COMPUTATIONAL WAYS OF THINKING TO DESIGN, EXPERIMENTATION AND EXPRESSION

Go against the grain. Instead of accepting, that what it is think of it this way   you have been given the opportunity to highlight the whole area in the back (or wherever). You can now rock this space. Form an alliance with your neighboring inline exhibitors. Encourage them to come use your space. You are an 'island' in the midst of the inline exhibitors. So, ACT LIKE ONE.

Get into the act of hiring some speakers or better yet, shine the light on your booth staffers. Integrate their knowledge and inspire them to do some public speaking for your brand, in your space. They will love it because they get to explore their intelligence and integrate it with the over-arching brand presentation.

 

island booth with backlit cubes.jpg

The booth architecture above is against a wall with sparsely populated inline exhibitors, around it. If, this looks similar to your space, make integration and collaboration the mantra of your booth design.                                     --------------------------------------------------------------------------                                                        

USE INTEGRATION AS A STYLISTIC EXPRESSION TO PROBLEM SOLVING.

CHANGE YOUR PARADIGM OF THINKING, NOT BECAUSE NEW TOOLS ARE AVAILABLE. BECAUSE YOU ARE EXPLORING COMPUTATIONAL IDEAS.

What does this mean?

Products always gains meaning when used in context. Today, you have more computing power in your hand held device than the rocket that was sent to moon. Yet, do you use it? The short answer is NO. Perhaps, you do not know the various ways that this device can be integrated into your daily life. The key work is INTEGRATION.

Monetize your island space and show them the ART OF USING YOUR PRODUCT.

They do not need to know the science of the product. They need to know the context in that which it can be used. Your exhibit design is ONLY the stage for the performance of your art.

 

island booth with kitchen modules.jpg

In the above design the product (kitchen design) makes meaning because it is integrated with texture, technology and architecture of the booth design . The focus is not on design of the exhibit but on the INTEGRATION with the product.     --------------------------------------------------                                           

Okay, now THAT YOU ARE ARMED WITH CERTAIN DESIGN DIRECTIVES, NOW what?

Now, that you have an integrated brand architecture dominating your space, how do you leverage your stance and integrate your prospects into clients and your clients into loyal brand ambassadors.

Here are 2 directives that usually always works. One, know your audience. This is the key. We are at cross-roads of integrated cross generational and cross-cultural phenomena. Learn cross-generational marketing.

Two, know marketing trends impacting events along with the integrating factor of attendee quality trends and exhibit performance trends.

Download the white paper Evolving Exhibition Trends and their Impact on the Value of Exhibiting.

Armed with the integrated dynamics of trends and targets you are now set for success at your next captivating trade show event. Good Luck!'

2015 by Sarmistha Tarafder