Design Objective
Hosting a 1-day private event in Detroit, TATA wanted to highlight 7 distinct business units. Each business unit had multiple technologies to present and demonstrate.
Obstacles to overcome
The event space was certainly going to be tight, given that TATA wanted to keep a steady flow of attendees moving through all of the 7 business unit areas, and still leave space for the ever-important human interactions that take place. Also challenging was to keep a consistent look for branding purposes, and avoid a cluttered look. Set-Up and Tear-Down windows were extremely tight due to restrictions of the event space.
Features of Exhibit
Each of the 7 business units displayed a back wall with integrated 65″ LCD monitors for presentation of products/services. Graphics were kept simple, crisp and clean with clear messaging. Each business unit also had a workstation cabinet that included internal storage, and provided desktop space for computers that drove the presentations on the back walls. All exhibit assets were Rental for maximum budget efficiency.
