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VW’s new fuel-efficienct engines feature something it calls BlueMotionTechnologies, which was a central focus of the exhibit and presentations. Several times a day, the show combined a live, flash mob-style performance by 80 dancers with a media presentation on the LED screens, real wind effects and powerful choreographed imagery and sound. The complete effect mapped back to the exhibit’s “horizon” theme. Throughout the show, the LED screens served double duty, providing emotional cues to attendees through moving imagery and delivering VW’s latest news, messages and visions for the future.
#MINIMALIST TRADE SHOW BOOTH DESIGN SERIES#
The visual highlight was an LED media “horizon,” a series of LED screens that created the entire back wall of the 27,000-square-foot exhibit. In this competitive environment, where brands like Mercedes-Benz and BMW regularly erect high-end showrooms the size of small shopping malls, Volkswagen made a statement with its trademark minimalist design perspective, blended with high-energy presentations that delivered its forward-thinking message. This event sets the tone for auto shows and automakers around the world. Not only is it the world’s largest auto show, it’s the place for major reveals of the newest concept and production cars and latest technologies. And for many brands, there is no more high stakes environment than the 13-day International Automotive Fair (IAA) in Frankfurt, Germany. For an industry that’s been taking its knocks over the past few years, annual auto shows are high stakes environments.