Ericsson’s products enable wireless networks the world over. The most complex and dense wireless networks are in urban centers. This fact, coupled with the brand statement, “Shaping the Networked Society” are the cornerstones of this booth concept. The attendee experience is that of a dense urban environment. Buildings within the space create areas for software demonstrations. A city square provides a space for presentations. Density was achieved with the liberal use of fabric structures, banners and silhouetted graphics. The booth itself was very dense, having a double-deck containing 12 conference rooms, an upper level catered café and an equipment room to run all of the demos, live. A small retail space in the front promotes Ericsson’s partnership with Sony to produce cell phones. I worked with a lighting designer who developed the truss-mounted lighting scheme that brings the neutral fabric tones to life. This exhibit won a Gold ADDY and was featured in Exhibitor Magazine online.
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