The Datica booth for the enormous HIMSS conference in Orlando, Florida was to be an oasis in the chaos of a trade-show floor. Our VP of Marketing, Kris Gösser, had the insight that there is simply nowhere to sit and have a cup of coffee at these vast events. Since HIMSS is the kind of conference where big deals are made, rather than trying to compete for attention, we decided to build a booth environment that had no hard sales pitch — -people on their feet all day could use a place to rest. We wanted a place where one could sit and have a conversation, or just take a break. It also projects confidence and was a place to showcase our new company name and brand, developed by Design Director Ryan Rich.
Production sketches. Because this was a one-off conference and to save on budget, the original plan was for me to fly to Florida and construct it from 2x4's and plywood on-site. Here's a few mockups I drew up to explore that.
In the end, we decided to commission a simple, collapsible 10x10' backdrop we could use in other events.