Watlow Electric, a manufacturer of industrial heating products, wanted to contemporize their trade show exhibit with a lighter, re-configurable, modern look. They wanted a “less boxy” look that featured curves, open space, interactive monitors, and interchangeable graphics. Watlow challenged 2020 Exhibits to bring their look up-to-date with sleek new features while creating a booth that could go from a 20’ x 20’ footprint to a 10’ x 20’ with modular features.
Although neither the audience nor the events that Watlow attended changed, the expectations of that audience had evolved. The design team would bring a curved look to the exhibit and brought out the sense of “heat” through a series of LED light placements. Red back-lit LEDs accented product displays, the logo at the reception desk and the curved features overhead. The fabrication focused on continuity, open space, and efficient use of material and technology. The monitors and interchangeable graphics holders allowed Watlow to change their message and enhance their presentation with video.