The PowerStation

Pink Powered by Moss

The PowerStation was designed and built by our newly merged company. This was our first full collaboration as one company. It was very exciting for all of us to work on it. This booth was designed as a 20-foot by 30-foot space that would go to two shows - The Special Event Show and a re-branded display for The Exhibitor show. Our concept was to show the power of our newly merged companies and of our technique in relation to fabric architecture and branding. We started with the idea of an atomic ring as a symbol of power and, as we riffed off it, we came to a stylized ribbon to encompass and define the space and a graphic treatment to emphasize our theme. We worked with the idea of one large focal point to encompass the space so whether inside or out you feel our power.

Our team circled around the concept of our parent company being the source of this newly infused power. Visual symbols and metaphors coalesced into an overarching concept of the newly merged company as the PowerStation, emanating energy to the new entity. Taking this as the central theme from which all aspects of the re-branding campaign derive, a variety of images arose. From the flash of lightning bolts or the iconic atomic rings to the Air Traffic Control Tower at LAX, these varied images influenced the marketing campaign trade show booth design. The first sign that there was a newly powered company at The Special Event trade show was the size and design of the booth. We had never had such a large display or dynamic design - a 20-foot by 30-foot attention-grabbing exhibit featuring sweeping, gravity-defying roller-coaster curves with dramatic graphics, all of which showcased their full “powerfully creative” design capabilities. Rising above the show’s displays, our PowerStation had a presence all its own. The swooping rings, comprised of an aluminum-tube frame, pillow-cased within a rich cobalt blue stretch fabrics that, in some areas, had branded graphics - an array of lightning bolts digitally printed on the outer fabric skin - grabbed everyone’s attention. In some places the soaring rings served as an overhead canopy and in others it was a back wall.

The Special Event target audience is our core clientele, the event producer and meeting planner. The debut of a dramatic 20-foot by 30-foot trade show display along with pre-show and at-show promotions were meant to inform this audience that the leading fabric décor provider in the event marketplace, our 25-year-old company, is now known powered by our parent company. In addition, this re-branding and the need to explain what that newly infused ‘power’ means to them were paramount messages needing to be communicated. A dynamic trade show booth showing the strengthened capabilities of the company, along with some new product introductions integrating fabric structures with the latest computer-based technology, were geared directly to this market. Building a shape as complex as this has its own specific issues. Complex issues ranged from creating a functional frame to making sure everything fits well with the fabric to the complex graphic. This giant shape is built as one long ribbon, swoops down and ends by becoming a table / bar. This was a great place to serve our custom branded power drink.

Overall, the display conveyed a sophisticated spatial design and clever approach to interior design and traffic flow. With two entrances/exits on opposite sides of the booth, congestion was never a problem despite the approximately 500 guests. The enveloping rings concealed some exciting, innovative products within a spacious central core which served as a showplace for the presentation of new products. With easy-in/easy-out, the area never got crowded even if attendees took more time experiencing the excitement of two new innovative products. The other good news was at The Special Event we were recognized as Best in Show for this dynamic tension fabric structure.

Project details

Location: Phoenix Convention Center
Size: 20 feet by 30 feet
Fabrics: Performance Stretch Symmetry by Fisher Textiles, Moss Shiny Tricot Spandex by Sportek International Inc.
Project Manager: Jesse Zryb / Kahori Sano, Pink Powered by Moss
Installation: Joe Bonin, Moss Inc