Immersive Learning Experience: Show & Exhibit Design

Show & Exhibit Design
Howard Givner | Grass Roots Meetings & Events
Sam Lippman | Lippman Connects
Tom Frisby | ET Global Exhibit Group, Expotechnik America, Ltd.

Howard Givner
Managing Director, Head of Americas, Grass Roots Meeting & Events
Tom Frisby
Executive Vice President, Marketing & Design, ET Global Exhibit Group,
Expotechnik America, Ltd.
Sam Lippman
President, Lippman Connects

@hgivner @GrassRootsM&E_USA #pcmaEC 4
Unilever Pays $1Billion for Dollar Shave Club

See it coming?
Screwed
Think it will have
impact?
Yes
No
Willing to
cannibalize
existing business?
Saved
Yes
No Yes
No
Failure of Imagination No Guts

No Keyboard? Good Luck!

Blockbuster passes up
opportunity to buy Netﬂix for
$50 million in 2000.
Netﬂix is now $58 billion.
Blockbuster is gone.
Streaming? Who Needs Streaming?

@hgivner @GrassRootsM&E_USA #pcmaEC
The Sony iPod that Wasn’t
8
+ =

Identifying New Opportunities
1. Which industry standard features should be:
a. Raised
b. Reduced
c. Created
d. Eliminated
2. Result: open waters, less competition
9

10
1. Cirque Du Soleil
a. Raised: music, choreography
b. Reduced: 3 rings to 1
c. Created: theatrical storyline
d. Eliminated: expensive animals

11
2. Soul Cycle
a. Eliminated: weights, exercise
machines
b. Reduced: locker rooms
c. Created: seat reservation
system, pay-per-visit billing
d. Raised: quality of classes,
sense of community

If You Were Building Your Event From Scratch Today . . .
12
1. What features would you
a. Raise
b. Reduce
c. Create
d. Eliminate
2. If you weren’t held back by legacy systems & people, what
would you change?

Designing A More
Engaging Show Floor
Creative Layouts
Sam Lippmann

• CONCEPT
• Organize exhibitors by product category
• Identify areas with branding, signage, color-coded carpet, etc.
• Topic-specific theaters, demo areas
• BENEFITS
• Helps attendees comparison shop
• Facilitates connections with like-minded peers
Product Zones

How inconvenient would it be if Home Depot let vendors pick
their aisle locations & didn’t group them by category?

Creative Floor Plans
• CONCEPT
• Break out of the traditional (& boring) rectangular grid
• BENEFITS
• Provide a sense of journey/discovery for attendees
• Less likely that booths on end rows/aisles feel isolated
• CHALLENGES
• Cost?

P&G | Fern Exposition & Event Services

KFC | Fern Exposition & Event Services

Transition/Impact Zone
Scrim wall defines Transition entry. Impact zone is a darkened “experience
theatre” with an elevated, wrap-around projection screen. Digital directionals
distributed.
Sponsorship Opportunities
Connector
(10) Perimeter “suites” for primary exhibitor-sponsors. Ring defined by large
vertical lifestyle images from exhibitor-sponsors. Digital directionals in center
of hub.
Showcase
Series of propped-out demonstration areas (10) showing how food is an
integral part of a family’s most important celebrations throughout the year.
Demonstrations include food prep and entertaining ideas.
The Pulse (The Cloud)
Series of (4) areas where retailers learn the latest in trends and technology
from industry-leading providers. Possible sponsors: IBM, Accenture, SAP,
Shepard Exposition Services

HALL C
J
I
H
A
B
ANBALLROOM
VENETIAN
2055
1744
1476
2904
1415
1561
1704
1303
1031
1158
1990
2000 2500
10'-11"
10'
10'
14'-2"
14'-4"
14'-2"
THE STARTUP ZONE
80' OPENING
8448 SQ. FT
12,885 SQ. FT
1387 SQ. FT
1250 SQ. FT
1698 SQ. FT
501 SQ. FT
3609 SQ. FT
351 SQ. FT 200 SQ. FT
1248 SQ. FT
2049
10'
1250 SQ. FT
642 SQ. FT
1962 SQ. FT
2241 SQ. FT
2250 SQ. FT
2900
10,279 SQ. FT
2033
2042 SQ. FT
2419
25182019
2463
2449
336 SQ. FT
200'-11"
F&B
50'
60'
F&B
1430
20'
1436
20'
20'
1444
20'
40'
1454
20'
20'
1460
20'
1464 1465
1466 1467
1468 1469
1470 1471
1472 1473
49'-11"
50'
LOUNGE
1525
20'
1529
1531
1537
20'
20'
1545
20'
1549
20'
1555
20'
1557
20'
39'-9"
20'
F&B
1566 1567
1568 1569
1570 1571
1572 1573
1624
20'
1628
1644
20'
1648
20'
1670 1671
1672 1673
20'
20'
LOUNGE
1710
20'
1711
1716
20'
1718
20'
1724
20'
50'
F&B
1736
20'
20'
40'
40'
F&B
1776 1777
1778 1779
1780 1781
1782 1783
1784 1785
1807
20'
1810 1811
1817
20'
20'
1825
20'
1831
20'
1837
20'
20'
1877
1879
1881
1883
1885
20'
1910
1912
1924
20'
1930
20'
1944
20'
1948
20'
1976
1978
1980
1982
INFO
2005
20'
2007
2011
20'
65'-10"
50'
F&B
50'
50'
2039
30'
40'
50'
50'
64'-3"
F&B
2071
20'
2105
20'
2106 2107
2112 2113
2176
20'
2206 2207
2210 2211
20'
2212
2270
2271
20'
2272
2278
20'
40'
50'
50'
2431
20'
20'
SPONSOR
30'
50'
50'
70'
F&B
2471
20'
2483
20'
20'
35'-10"
35'-10"
F&B
2577
2579
2610
20'
20'
2630
20'
20'
SPONSOR
2680 2681
2705
2707
20'
2711
20'
2717
2719
2723
2725
2727
20'
2731
20'
20'
2751
40'
20'
SPONSOR
2757
20'
2765
20'
2771
20'
20'
2777
20'
20'
2783
20'
20'
2804
2810 2811
2812 2813
2816 2817
2818 2819
2822
2824
2860
2862
2864
2866
F&B
20'
20'
LOUNGE
2910 2911
2912 2913
2916 2917
2918 2919
2922 2923
2924 2925
2926
20'
2930
20'
20'
2956
20'
60'
F&B
2970
20'
2972
20'
2976
20'
2977
2983
2985
3076 3077
3082 3083
3084 3085
20' 10' 10'
10'
10'
20'
19'-4"
10'
30'
30'
10'
10'
10'
10'
10'
10'
20'
10'
20'
10'-2"
10'
10'
10'
19'-11"
10'
15'-5"
10'
10'
10'
10'
10'
10'
10'
10'
10'
10'
2457 25'-11"
25'-11"
Lounge
SALES
OFFICE
10' x 30'
ES BREAK
ROOM
10' x 10'
LEAD
RETRIEVAL
10' x 10'SHOW
MGMT
20' x 10'
SERVICEDESK
MIS SIGN
ROOM
20' x 10'
2761
2763
SEATING FOR 3110
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
7'-9"
6'
6'
9'
9'
9'-1"
9'9'
9'9'
9'9'
23'18'
9'-8"
12'-8"
12'-9"
17'-1"
14'-11"
11'-11"
6'-1"
8'
7'-3"
8'-8"
4'
10'
SEATING FOR 300
AVBONEYARD
COMBUSTIBLESTORAGE
RIGGINGBONEYARD
COMBUSTIBLESTORAGE
I&DBONEYARD
COMBUSTIBLESTORAGE
DECO/MIS BONEYARD
COMBUSTIBLE STORAGE
6'TABLE6'TABLE6'TABLE6'TABLE6'TABLE
6'TABLE6'TABLE6'TABLE6'TABLE6'TABLE6'TABLE
6'TABLE6'TABLE6'TABLE6'TABLE6'TABLE
6' 6' 6' 6' 6' 6' 6' 9'-10" 6' 6' 7' 7' 6' 6' 6' 6' 6' 6' 6' 6' 6'
9'-6"
34'-6"
30'x20'
MCCALLS
CORRAL
83'-10" 92' 74'-2"
10'
KITCHEN BOH KITCHEN BOH KITCHEN BOH10'
22'-4"
37'-2"
KEEPCLEARAISLE
7'-4"
2979
30'
1424
20'
20'
1533 20'
20'
2570
40'
2572
20'
2856
20'
2110
20'
1713
30'
2672
20'
2172
20'
2170
20'
AU Innovation
Zone
Bluebeam,
Inc
Sponsor
Sponsor
Microsoft
CAD
STUDIO
ABCOM
GMBH
A EC S ol utions
Sponsor
eQuorum
Faro Tech
Leica
Geosystems
Nearmap
US
ro b ert steltman
S efaira
Building
Data
LLC
Tech Soft
3D
Tata
Tech
Striker
Systems
StrucSoft Solutions
ASSA ABLOY Door
Security Solutions
Proto Labs
Eagle Point
Software
CMPRO
Sanveo,
Inc
Keynetix
CADsoft
Consulting
Flux Factory
Cetrus FINALCAD
BOXX Tech
Skycatch
Ultimaker
Topcon
Positioning
Systems, Inc
Sponsor
Microdesk
Jobsite
Tech
TSI
Software
Newforma
REVIZTO
Sponsor
IES Ltd
Abvent
SA
Content
Studio
XS CAD
Lumion
TMA Sys
Luxion/
KeyShot
Autodesk
ReCap
HP Inc.
Pinnacle
Infotech
Inc
Sponsor
SKUR
SrinSoft,
Inc
Procore
Design
Data
Codemill
Oy
Sweets
Victaulic
Contex
Americas
Collaboration
Matterport
Anguleris
TechLatista
iConstruct
dRofusLighting
Analysts
Lenovo
Autodesk
Forge
Autodesk
AutoCAD
Sponsor
Sponsor
Autodesk
Store
Ideate Software
Invicara
Global
eTraining
UNIFI LABS
ASCENT-Center
for Technical
Knowledge
IrisVR
CADD
Microsystems
Advance2000
Oasys
Ltd
FM:Systems
InterSpec
ClearEdge3D
UNIBIM Srv
PVT LTD
Sponsor
Sponsor
Sponsor
Sponsor
CTC Expr
Tools
AVAIL
CADLearning
K nowledgeSmart Assemble
Panoramic
Power
Wakingapp
Dynamic
Software
Solutions
Obelisk
Consulting
ARCAT,
Inc
SolidProfessor
Citrix
ShareFile
Peer
Software
RTV
Tools
Enscape™
Axiom
Puget
Systems
Intertek
Greenlee
Textron
FileGenius
IMAGINiT
Tech
D3 Tech MasterGraphics
Kinship
Orange
Blade
Consultants
DotProduct
Balboa
Capital
RIEGL USA
Sponsor
BIM Track ™
Pluralsight
Allegion
Uponor
Applied Software
Synchro
Software
Specifi
LLC
Intentio
Innovations
Dietrichs
AG
Common
Elements
3091
F&B
FE
FE
FE
FS
FE
FE
FE/FS
FE/FS
FE
FE
FS
FE
FS
FE
FHC
FE
FHC
FHC
FE
M
M
FE
MM
FE
PIPES PIPES
P.S.
FREIGHT DOOR A
FV/FE FE
P.S. P.S.
M
P.S.
FE
FE
FV/FE
FE
FE
M P.S.
P.S.
FV/FE
FE
FV/FE FV/FE
FV/FE
FE
MECH
FV
FE
Te
l.
FE
KITCHEN EXPANSION
SERVICE
ELEVATOR
EXITDISCARGEFROMLOWERLEVEL
FHC
FHC
DOOR
ROLL-UP
DOOR
ROLL-UP
DOOR
ROLL-UP
DOOR
ROLL-UP
C HAIN -LIN K FENCE
STORAGE
CHAIN-LINKFENCE
FV
FE
FE
M
FV
FE FEFEFEFE
FVFV
FV/FE
FE
FE
FV
FEFE
FV
FE
FV/FEFE
FE
FV/FE FE
FE
FV
FV/FEFV/FEFV/FE
FV/FE
FV
FEFE
FV/FE
FEFE
FVFV
FEFE
FSFS FS FS FS FS
FS FS FS FS
FS FS FV/FS
FSFSFSFS
FS FS FS
FS
FVFV
FS FSFS
FS
FE
LANDING
LANDING
H T. 8' H T. 8'HT. 7'-11" HT. 7'-11" HT. 7'-11" HT. 7'-11" HT. 7'-11" HT. 7'-11" HT. 7'-11" HT. 7'-11" HT. 7'-11" HT. 7'-11" HT. 7'-11" HT. 7'-11" HT. 7'-11" HT. 7'-11"HT. 6'-4"
PIPE
BUMPERS BUMPERS
PIPE
PIPE PIPES
ROLL-UP
DOOR
CENTRAL
UTILITY
CENTRAL
UTILITY
ROLL-UP
DOOR
ROLL-UP
DOOR
ROLL-UP
DOOR
ROLL-UP
DOOR
ROLL-UP
DOOR
ROLL-UP
DOOR
ROLL-UP
DOOR
FREIGHT DOOR B FREIGHT DOOR C
CHAIN-LINKFENCE
C HAIN -LIN K FENCE
STORAGE
UTILITY
FE
FE
FE
FE
FE
FE FE FE FE
FV
8'
8' 8' 8'
6'
4'
6' 6'
6' 6'
6' 6'
6' 6'
8' 8' 8' 8' 8' 8' 8' 8' 8' 8' 8' 8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
6'6'
6'6'6'6'6'6'6'6'6'6'6'6'6'6'6'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
7'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
6'
7'
7'
7'
7'
7'
8' 8' 8'8'8'8'
8'
8'
8'
8'
8'
8'
8' 8'
6'
6'6'6'6'
6'
3'
6'
6'
6'
6'
6'
6'
6'6'6'6'
6'
6'
6'
6'
6'
6'
3'3'3'3'
EXITEXITEXITEXIT EXITEXITEXITEXIT
EXITSEXITSEXITS
EXITSEXITSEXITS
FE
FE
FHC
FHC
FS
FHC
FS
VENDING
/ATM
SERVICE CORRIDORSERVICE CORRIDOR
FACILITY USAGE
HT. 7'-11"
HT. 7'-11"
CHAIN-LINKFENCE
C HAIN -LIN K FENCE
C HAIN -LIN K FENCE
C HAIN -LIN K FENCE
F&B
STAGING
KEEP
CLEAR
FIRE
AIS
LE
KEEPCLEAR
FIREAISLE
KEEPCLEAR
FIREAISLE
KEEPCLEAR
FIR
EAISLE
KEEP CLEAR
FIRE AISLE
KEEPCLEAR
FIREAISLE
24'-10"
10'
10'
10'
10'
10'
10' 10'
10'
10'
10'
10'
30'-3"
14'
8'
8'
CARPET
CARPET
6 - 4' ROUNDS
8 - 3' ROUNDS
SEATS 68
10'
14'-7"
SERVICE
YUMA
NWALL
10'-10"
6'-6"
49 - 4' ROUNDS
29- 3' ROUNDS
SEATS 410
4'-7"
6'
6'
6'
6'
6'
6'
14'
6'
6'
6'
6'
6'
74 - 4' ROUNDS
60 - 3' ROUNDS
SEATS 684
2083 2182
2085
20'
Sponsor
Sponsor
Sponsor
2477
2479
2576
2578
2676 2677
2679
2682 2683
2684 2685
2982
2984
2077
2079
1461
1463
2336
163'
40'Future of Making Things Pavilion
20'
15'
Product Design
and Mfg Zone
Subscriber
Resource
Center
Autodesk, Architecture, Engr and Construction Zone
KEEPCLEAR
FIREAISLE
10'
10'
10'
10'
8'
8'
8'
8'
WF13
- POWER: 500w
- NETWORK
WF14
- POWER: 500w
- NETWORK
WF15
- POWER: 500w
- NETWORK
WF12
- POWER: 500w
- NETWORK
WF16
- POWER: 500w
- NETWORK
WF11
- POWER: 500w
- NETWORK
RFID (Truss)
- POWER: 500w
- NETWORK
RFID (Truss)
- POWER: 50
- NET
80'RFID(Truss)
ExactlocationwillbebasedonTencue's
Floorplan.
-POWER:500w
-NETWORK
RFID(HallwayRe
1431
1433
1805 1904
2604
20'
20'
2407
20'
40'
SPONSOR
20'
13'-3"
16'-6"
5'-4"
9'-2"
4'-4"
11'-6" 11' 18'-2"
22'-4"
11'-6"
5'-6"
8'-2"
7'-11"
4' 4'-5" 5' 5' 4' 4'-5"
AUTODESK
STORE
1700 ft2
INFO
PRODUCTDESIGN
&MANUFACTURING
F&B
F&B
F&B
F&B
SPONSOR
30x40
SPONSOR
20x40
SPONSOR
20x20
SPONSOR
20x20
SPONSOR
20x20
SPONSOR
20x20
SPONSOR
20x20
F&BF&B
F&B
FIRE EGRESS
& ACCESS TO
SHOW SERVICES
FORGE
AUTOCADSUBSCRIBER
RESOURCE
CENTER
RECAP
F&B
LOUNGE
F&B2
20x20
20x20
20x2020x2020x20
20x20
20x20 20x20
20x20
18
INNOVATION
ZONE
THEATER
SPONSOR
20x20
SPONSOR
20x40
SPONSOR
20x40
80’ CLEAR OPENING
SPONSOR
20x40
HALL B ENTRY
SANDS LOBBY
HALL A
GEN. SESSION
RESTROOMS
RESTROOMS
F&B
ARCHITECTURE,
ENGINEERING &
CONSTRUCTION
F&B
THE STARTUP ZONE
AUGI
LO
U
N
G
E
LOUNGE
~5,800 ft2
10’
10’
50’
50’
50’
50’
10’ 10’
20’
10’
30’
SPONSOR
20x20
DIR
DIR
DIR
DIR
DIR
DIR DIR
LOUNGE
FUSION
SHOP
PROJECTION
PROJECTION
FUTURE OF
MAKING THINGS
EXPERIENCE
F&B
FE
M
M
MM
FE
FV/FE FE
FE
FE
FE
FE
FV/FE
FE
MECH
FV
FE
Tel.
FE
FV/FE
FV
FEFEFEFE
FVFV
FV/FE
FE
FE
FE
FV
FE
FV/FEFE
FE
FV/FE FE
FE
FV
FV/FEFV/FE
FV/FE
FV
FEFEFEFE
FVFV
FEFE FE
LANDING
LANDING
12"x12"x8"
E LE C. BOX
RAMP
RAMP
RAMP
RAMP
P IPES
P IPES
P IPES
OPEN TO
BELOW
8'
6'
4'
6' 6'
6' 6'
6' 6'
6' 6'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
6'6'
6'6'6'6'6'6'6'6'6'6'6'6'6'6'6'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
8'
10'
9'-6"
15'-6"
10'-11"
AUTODESK UNIVERSITY 2016
EVENT FLOORPLAN, SANDS HALLS A&B
SPONSORS EXHIBITORS
DIGITAL DIRECTORY HANGING WAYFINDING SIGN
5x7 STARTUPS
AUTODESK
ZONES
FOOD &
BEVERAGE
THEATERS &
LOUNGES
2,550 ft2
21
3
4
6
5
DIR
1

hgnetappa1ProjectFolders2014TradeshowsAARMA14CADFloor_PlansF01-Rev50-ARMA2014.dwg
2:12pm 10/21/14
2:11pm 10/21/14
SHEET NO.:
FULL SCALE @ 24 x 36
50%
NTS @ 8 1/2 x 11
PLOTTED:
UPDATED:
DRAWN BY:
C.D.R.#:
REV. NO.:
F-
OF
W.O.#:
DRAWINGSTATUS:
DRAWING STATUS:
OneHargroveDrive,LanhamMD20706|301.306.9000
gregjones
50-31647
28964
ARMA2014
FloorPlan
HallsD-EandF
SanDiegoConventionCenter
SanDiegoCalifornia
October27-28,2014
50
01 08
01
gj
PLAN VIEW: HALLS D - F
SCALE: N.T.S
1
ARMA | Hargrove

Product Kiosks
• CONCEPT
• Small high top tables for vendors to demo their products.
• BENEFITS
• More approachable for attendees
• Faster set up
• Works in smaller spaces
• CHALLENGES
• Storage of exhibitor materials?

Designing A More
Engaging Show Floor
Engagement Concepts
Howard Givner

Shared Insight Stage
• CONCEPT
• Short conversations where people
share how they did X, what they’d
do differently next time, etc.
• Can be solo or interview format.
• BENEFITS
• Audience bonds with ‘real people
sharing useful stories’
• Crowd-source topics in advance
from registration (add field asking
for ‘pain point’)

Personal Audio (Silent Disco)
• CONCEPT
• Individual headsets fed
with audio from presenter.
• BENEFITS
• Audience can concentrate
without volume bothering
others.

Live Sketch Artist
• CONCEPT
• Graphic artist draws
infographic of stage
presentations in real
time.
• BENEFITS
• Attendees take pics >
viral on social media.

Free Business Coaching Sessions
• CONCEPT
• Engage consultant to
offer for free.
• Sign up in advance for
time slots.
• BENEFITS
• Businesses gain valuable
strategic guidance.
• Passersby see
companies solving
problems on show floor.

Podcast Studio
• CONCEPT
• Live broadcast/taping
• BENEFITS
• Adds buzz

Career/Mentor Center
• CONCEPT
• 15 min one-on-one meetings
with topic-specific mentors.
• BENEFITS
• Mentors like it as much as
metees.
• Calling it a ‘mentor’ center
avoids stigma of seeking job
advice.

Flash Learning Sessions
• CONCEPT
• Organizers schedule micro
sessions on floor based on
interest in session topics.
• Communicate via event app.
• BENEFITS
• React to audience interest in
real time.
• Ad hoc format adds energy to
floor
Flash Micro-Session:
‘Snapchat Filters’. Meet at
the bookstore lounge.
3:45-4:00

Hackathons / Labs
• CONCEPT
• Dedicated area where people
come together to tackle
common industry challenges.
• BENEFITS
• Evolving in real time provides
ongoing buzz, energy.
• Participants feel like they’re
part of a cause bigger than
themselves.

Creative Food Options
• CONCEPT
• Lunch trucks, beer
gardens, & other fun
food/bev options.
• BENEFITS
• Makes food areas fun.
• Anything besides
standard convention
center food!

Improving Exhibitor &
Attendee R.O.I.
Facilitating Connections /
Personalizing Experiences
Howard Givner

Improving Exhibitor &
Attendee R.O.I.
Measurement & Applied
Learnings
Howard Givner

Add A ‘Goals’ Field in Reg. Form

Designing
A More
Engaging
Show Floor
Design
Thinking
Improving
Exhibitor &
Attendee
R.O.I.
Breakout Sessions
Howard GivnerSam LippmannTom Frisby

Immersive Learning Experience: Show & Exhibit Design

Immersive Learning Experience: Show & Exhibit Design

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