Xfinity Optech Trade Show Booth

Award

2024 Gold Hermes Award
Print Media Trade Show Exhibit Category

The Big Idea

Step inside the future of housing technology that only Xfinity can deliver.

Role

Interim Creative Director

Problem

Xfinity wanted to capitalize on new technology, branding and messaging at their footprint at the OpTech Conference and Expo in Las Vegas. With a recent brand refresh in hand, there was an immediate opportunity to reimagine their trade show presence from the ground up. The OpTech Conference and Expo provided the perfect platform to reintroduce the brand to over 3,000 MDU industry decision makers in a way that felt as bold, modern and future forward as the new Xfinity identity itself.

Project Goal

Build a sleek, modern and future forward booth experience that gave MDU industry decision makers a reason to stop, engage and envision Xfinity as their long term connectivity partner. Drive consumer traffic through an on site VR experience that brought the future of Xfinity connected communities to life. Generate qualified leads for the Xfinity Communities sales team. The result was 90 qualified leads at the largest NMHC OpTech Conference in history and a Gold Hermes Creative Award in the Trade Show Exhibit category.

The Work

Reimagined from the ground up, we designed the tradeshow booth to be a literal beacon to those attending OpTech. From color, to the design, inclusion of LEDs and VR entertainment, this booth was Light Years Ahead of the competition.

Purple is both inviting and intriguing. It commands attention in a good way. At OpTech it became the bold statement. A booth bathed in purple light felt Light Years Ahead of anything else on that floor, signaling that Xfinity was leading the future of connectivity. The brand has always been known for purple but now it was fully owning it, confident and immersive in a space that declared exactly where the future of connected living is headed.

We asked the vendor to make everything bigger. Bigger than last year. We wanted that feeling of connectivity to be prevalent. Large format monitors nearly the full height of the booth structure gave Xfinity a presence that couldn't be ignored. The structure had to be reinforced to accommodate the new scale. The client responded by providing all new content, messaging about connectivity sitting between the monitors at eye level, keeping the brand conversation grounded in what Xfinity does best.

The sky high topper crowned the entire structure with bold branding and a chevron that guided attendees straight to the experience waiting below, visible from every corner of the convention floor.

LED lighting woven underneath the fabric overlays traced the skeleton of the booth structure, making connectivity visible throughout the space. The branded chevron worked on two levels simultaneously. As a brand element it reinforced the Xfinity identity. As a directional tool it guided attendees from the sky high topper above down to the booth floor below, creating a complete and intentional path through the experience.

Inside the booth a VR experience transported attendees directly into the future of Xfinity connected communities, allowing MDU decision makers to see and sense AI integrated connectivity in a real housing development before it existed in the physical world.

Responsibilities

Concept development, creative direction, brand strategy, client facing, copywriting, presentation design, vendor management, brand standards enforcement through production, spatial and environmental design, design through production.