NON-TRADITIONAL LED FOR 2 BOOTHS AT AWS RE:INVENT

For Palo Alto, after back and forth discussions of how to create this wavy look, we steered the client in the right direction, with the most efficient and effective approach creating tubing that linked together that could contain 12 to 16 feet in height of LED. 

Due to a delay in the arrival of the client’s S-bar sign that the tubing was to be attached to, our team had a really tight turnaround time or the project wouldn’t be ready for showtime. Fortunately, our team prepped everything prior to the S-bar showing up, and once it did we worked fast under pressure and got everything up and running in a few hours. 

In addition, because we want to make any project be the best it can be, we will offer up ideas to improve upon a client’s initial plan. For example, when the overhead was simply going to be static images with color lighting, we recommended the color actually do something. So we ran the static images through some color effects to give it motion. 

For NetApp/Spot, we were challenged by the space itself. The booth was 20×40, but inside of that, there needed to be two 20×20 booths: one for NetApp and one for Spot. We already had the look for NetApp that had custom-built structures for LED tiles and tape. The Spot request came along later, and due to a limited budget, Spot’s structures were rental properties. So the challenge was to make Spot’s off-the-shelf parts complement the look of the customized NetApp structures. 

Also, this being our third year working with NetApp, we were used to working with the same install team, who understood that installing a custom build (NetApp) is very different from installing a standard booth (Spot). However, a recent turnover gave us a new install team to work with, and we adapted easily. In addition, we had to improvise on site and get creative in order to integrate some of the Spot booth’s elements due to their being offsite. In the end, we helped create one of the most impressive booths on the floor, how the LED and the content talked to each other throughout the booth, including the pixel tape.