January 2017 /// Jacob Javits Center /// NYC

Each January in New York City, the Javits center is taken over by the National Retail Federation (NRF) for Retail’s Big Show. In a sea of 510 exhibitors, among 118 sponsors, we were tasked to make IBM stand out in the crowd. To strategize, design, produce, install, execute and succeed at this goal we channeled one simple mantra: ‘Show up differently.’

Setting ourselves apart in the quite crowded expo hall, we designed a purple-bathed booth buttressed by towering walls, bringing a welcome calm to the in-booth experience which allowed for SME-led demos to be both of value and well-attended. Above the steady crowds flew a massive, circular hanging banner. Graphics brought IBM’s Watson center stage with short messaging statements and brief demo titles depicted throughout.

Where our competition went commercial, we went couture. Poised shoulders above the crowd, welcoming guests to our booth was IBM’s Marchesa dress. Debuted at the Met Gala 2016, this LED-adorned dress lit up different colors based on the real-time sentiment of Tweets about NRF. This partnership between Marchesa and IBM delivered high fashion to our design, which we complemented with gauze fabric panels and beautiful washes of light.

NRF 2017 saw IBM generate both record attendance as well as business leads proving differentiating themselves in the space is anchored in experiential design.