Benz & Ziegler Brand designed and built the booth for LG at INFOCOMM in Orlando, Florida.
The concept aimed to create a museum-like experience.
The design included a canopy as a monumental gateway into the booth, which also served as a visual frame to draw visitors’ attention to the inside of the booth. The visitor journey was defined by a pathway that encouraged visitors to spend time looking at the exhibits and balanced the experience with the information.
The booth design focused on promoting the various LG products and experiences with the creation of vertical elements that carried the company’s screens and devices. Each product was assigned to a different space where visitors could observe and interact with them.
The company’s main product, the T-OLED, was strategically placed in the center of the booth, where the visitor had the opportunity to admire this brand new product, which was made available to the public for the first time at INFOCOMM 2019.
The upper floor was entirely dedicated to communication. Along an elongated balcony, where visitors could watch the exhibition from above with a drink from the bar, several different meeting rooms were aligned with different seating arrangements for casual or formal meetings.
Materials used included white and black lacquer, wood, and various graphics to enhance the visual stimuli for visitors, immersing them in the company’s goals and experiences.