This job was for CA Technologies and their booth presence at the 2014 RSA Conference in San Francisco and Mobile World Congress event in Barcelona Spain. Michael Daulton with Gail & Rice (live events and experiential company) was the Creative Director. Paul Hammond was the Executive Design Director. The vision was to manifest the concept of cloud hosting and security physically on the show floor. The client wanted to make a significant architectural statement with their stand. This is the initial first pass design, consisting of a series of individual cloud arches made from milk plexi over a frame with internal lighting.
As usual I provided full architectural design drawings (CAD-build drawings) in addition to the 3d model shown here. So there were parallel design paths and files (CAD and SketchUP) for both MWC and RSA.
We initially proposed a very minimal interior with client demos on smaller touchscreens (tablets really) on slim metal stalks. All hardware would be concealed within the floor wedges.
Side elevation of the stand for reference. The stand dimensions were only 20' x 20' (slightly larger in Barcelona), so proportions and keeping things elegant and simple were key.
Final design after several revision cycles and additional input from other client stakeholders. The stand got taller to keep the proportions correct. Demos were changed to self guided and client guided. Several videos were created and screens added as attractors on the exterior.
This is the stand the day before opening nearly finished. I am extremely satisfied with the final result.
This is the best angle I could get of the booth. The floor started to get rather tight after this and getting a clear angle was a challenge.
This is the final design of the reverse side of the booth.
The storage boxes also received the cloud graphic treatment. The boxes were lockable (magnetic) and were provided for client storage of personal items.
The end elevation of the finalized design.
This side shows the self-serve demos (2 bars with 2 touchscreens per bar), a small meeting counter and a small contest kiosk.
Additional final design drawings.
Final design as drawn.
Final design as built.
This is the Barcelona (MWC 2014) stand. There was additional room here, so additional features were added. They included a lounge area and a custom meeting table.
The coffee station in the outside of the column was a last minute casualty of the accelerated design and production process.
The MWC stand did not have any self guided demos. All the demos were client served.
