Brand Design, Brand Marketing and Brand Psychology

Immersive Technology That Thrives at Trade Shows

Posted by sarmistha tarafder on Feb 22, 2017 12:41:17 PM

BOUNTY OF TECHNOLOGY

 

 

"Technology is a gift of God. After the gift of life it is perhaps the greatest of God's gifts. It is the mother of civilizations, of arts and of sciences." Freeman Dyson

 

For many thousands of years the growth curve of human progress was painfully slow and very gradual. Perhaps the only spike in the human social growth curve was during the Hellenistic period when Greek culture gained global prominence leading to exploration of arts, literature, theater, architecture, music, mathematics, philosophy, and science. That  growth curve gained some momentum experiencing progress and prosperity.

But about 200 years ago something profound happened. Yes, you guessed it right! The industrial Revolution created a massive hike in the growth curve forcing the curve to shoot up almost ninety degrees. The growth has been phenomenal. And, it has not stopped ever since!

 

The TWO ECONOMIC CONSEQUENCES OF THE TECHNOLOGY Age

In their book, The Second Machine Age, MIT professors Erik Brynjolfsson and Andrew McAfee, talks about the disruptions that will be brought on by new technologies. They talk about two economic consequences as a result of this exponential progress.

Bounty and Spread.

Bounty is the increase in volume, variety, and quality and the decrease in cost of the many offerings brought on by modern technological progress. It’s the best economic news in the world today.

Spread, however, is not so great; it’s ever-bigger differences among people in economic success — in wealth, income, mobility, and other important measures.

However, they do not hang us loose. They do give us the solutions as to how to "maximize the bounty while mitigating the negative effects of the spread." The book is a phenomenal read. You will come away armed with the insight of dealing with digital encroachment and celebrate the opportunities that it brings with it.

  RULES OF EXHIBIT DESIGN FOR BUSINESS GROWTH

 

Now speaking of technological bounty at trade shows, here are are a couple of examples that shows the demanding diversity of our digital age!

great examples OF immersive technological wonder!

 

Navistar Inc. had one goal in mind —

INGRAIN IT IN THE HEARTS OF YOUR ATTENDEES

How to demonstrate the different ways that its' Loadstar truck could service customers from different industries.

For starters a theater was built inside 98,000-square-foot booth space that could seat 1,100 people. Inside this arena, wrapped with a white matte material, and hoisted by a crane and positioned onstage in front of a curved, 92-foot-long, 15-foot-high screen, Navistar's new 22-foot-long, 18,000-pound Loadstar truck made its grand debut. 

A total of 30 presentations were given over the course of the three-day trade show, and during each "reveal" booth visitors watched as the shrouded truck functioned as a blank canvas onto which a total of 14 projectors mapped varying truck exteriors.

For example, the exterior of an aircraft refueler was projected onto the Loadstar while the cinema-sized screen behind the truck flashed images of a bustling airport. One single Loadstar vehicle was reincarnated into many ways giving trade show attendees priceless insight into the several possible uses for Navistar's newest vehicle. www.exhibitoronline.com

 

 

 

IMAGINE 3,800 translucent tubes  — NOW THAT IS A BRAND IMMERSION THROUGH WHICH THE ATTTENDEES COULD WALK

At CES Las Vegas, Motorola Mobility in its 80-by-110-foot booth space, draped a multimedia curtain in a semicircle around an interactive product showcase and projected a barrage of images upon it.

The 160-foot-long, 19-foot-tall curtain comprised 3,800 translucent tubes, through which attendees could pass.

From inside the semicircle, visitors watched an ever-changing light fair of videos, clips from Motorola TV commercials, brand messaging, and product animations as the footage flashed across the plastic tubes. The images were cast from seven different 22,000-lumen-powered projectors, which were suspended 22 feet in the air and 36 feet from the curtain. This ongoing brand immersion was a spectacular performance that sure enchanted the trade show attendees. www.exhibitoronline.com

 

  THE DANCE AND MAGIC OF CES

 

ALL THAT SOUNDS FINE. BUT... I AM A SMALL BUSINES AND DO NOT HAVE SUCH EXTRAVAGANT BUDGET.

You must be wondering, "Yes, all sounds good but I do not have the big production budget. How do I get to participate in this technological bounty?"

Remember, the MIT professors define bounty as the increase in volume, variety, and quality and the decrease in cost of the many offerings brought on by modern technological progress. Yes, technology has given you a variety of options.

At Skyline, amongst the various systems that we manufacture, Design View is one variety of projection screen that might impress you. It caters to small budget with big impact. Check it out and give us your feedback.

Immersive Technology does not have to be grand and lavish. However, develop a mindset that can soak in the different ideas and once you have done that, you will be amazed what you can achieve.  “Improve by 1% a day, and in just 70 days, you’re twice as good.”

"Any sufficiently advanced technology is indistinguishable from magic."  We are living in magical times. DO NOT GET LEFT BEHIND!

 

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Topics: Trade show booth, Trade show Booth ideas, Trade Show Booth Design, The Value of Tradeshows, Projection screen, Sarmistha Tarafder, Trade Fair Dessign, Technology

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About the Author:

Sarmistha Tarafder is the co-creator of brands in 3 D spaces. Always, in pursuit of essence and enchantment, mind and mystery, myth and matter!