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Press Release: KECK
CES 2020 – Trend Mediatecture
CES 2020 - Trend Mediatecture © KECK
With more than 3,000 exhibitors and over 150,000 visitors, the CES 2020 in Las Vegas offered a wide range of insights into the latest innovations and tech developments across all subject areas and industries. The KECK GROUP not only realized exhibition stands and events for its customers, but was also closely following some of the general industry trends.
There is hardly an exhibitor who would not have relied on large-format media use for stand design. However, there were major differences in the way the building and media (content) design was presented, which resulted not only from the communicative focus of the respective exhibitors, but from the different creative approaches as well.
In summary, three main approaches to the use of Mediatektur could be identified:
- Interior design with media
Monitors, LED, and projection surfaces of different formats, sizes, and shapes were used as formative elements for the appearance of the trade fair stand. In doing so, often demanding content was reproduced across several media surfaces and different room depths.
One of the CES highlights – a human-operated drone developed in cooperation with Uber – the curved panoramic LED wall from Hyundai formed.
An impressive backdrop with impressive scenery and quickly accessible information.
Similar to a portal, Sony invited visitors to its stand, which featured curved LED surfaces. The staggered placement and synchronized display of the media areas captured the visitors’ interest and created a feeling of spacious room depth.
- Media installations
Furthermore, monitors, LED, or projection surfaces were used in such a way that they functioned as a complete installation: Partly in combination with structural elements such as grandstands or seating landscapes and partly as a kinetic installation, which were projected with effective media content.
With a kinetic installation of in-house monitors, LG created an impressive moving show whose media content was well coordinated with the the movements.
A continuous round media area surrounded the Nissan show stage and invited visitors through cleverly placed openings into the heart of the stand. The 360° display created an emotionally effective atmosphere.
- Real Object / Virtual Content
As an eye-catcher and effective didactic instrument for conveying (factual) content, real exhibits were directly combined with virtual, media content.
ZF presented Augmented Reality in large format and gave the impression of living exhibits. The real show vehicles were captured by camera and extended by virtual insertions on the LED wall in the background and seamlessly embedded in high-quality animations.
At Mitsubishi, a real autonomous passenger transport vehicle merged here with a panoramic LED surface on which the appropriate environmental impressions were played.
Interactive media in the form of touch-tables or tablets were more likely to be used on the second level, but with direct product or service reference and as an informative in-depth offer.
VR glasses were not perceptible as information technology; the high-quality new developments in this area were only presented as premium exhibits by their manufacturers, but were not used for staging. In contrast, Augmented Reality (AR) has been used very successfully in individual cases as a technology for conveying information.
Live, entertaining and benefit-oriented – staging and presentation
It was noticeable that in addition to its use as a platform for media content and attention elements, Mediatektur was increasingly used as a stage for live productions to convey information and significantly increase the experience factor. Examples include the combination with live shows, live or remote presentations, and the use as a media framework for product demonstrations or moderated expert talks.
Not only is the essential (brand) message important, but both the practical use and true added value for the customer play a big role in the successful communication. In doing so, the CES made it evident that live communication measures in the form of live performances, shows, and good media productions have become very important for exhibitors in order to involve their visitors in brand encounters that are experience-oriented, multi-sensual and, as a result, emotional and long-lasting.
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