February 2017 /// Moscone Center /// San Francisco, CA

At the annual RSA Cybersecurity Conference (RSA), attendees constantly find themselves inundated in new security offerings, overwhelmed by the magnitude of ever-evolving threats and struggle to keep up with their disconnected tools. Bringing panacea to the pain points, and for 3 years running, IBM has showcased its unified suite of security products through a dynamic and dramatic booth experience.

In 2019, we launched IBM Security's new brand platform, simply titled 'Aurora'. This northern-lights inspired ethos supplants pragmatic fear with a forcefield of undulating, ever-present protection, represented by color, light, and motion. We manifested our own aurora through a 16-panel, kinetic motion gradient of mesh panels bathed in the hues of the Security color palate. Where our competitors had a hanging banner, we had an art installation!

On the floor below (similarly bathed in gradient light wash rendering each guest their own Instagram filter) we once again activated the Protection Pillars, whose transparent OLED touchscreens housed a 3D-printed scenic window display with Choose-your-own-Adventure content illuminating how IBM Security can remove risk to allow you to grow your business. Our Plasma Ball giveaways flew off the shelves, letting guests literally touch the aurora while also tapping into nostalgia.

In 2018, we brought the constellations of interconnected IBM solutions to life with a canopy of kinetic, color-changing LED bulbs. These bulbs aerially. Danced over our Disruption Dome, anchoring the back of the booth for both engagement and theater takeovers. Guest could choose one of four persona narratives to go through a day in the life of a security professional, and how that bad day could have been avoided with IBM Security offerings.

In 2017, our design was inspired by the human Immune System, demonstrating how a multitude of threats are simultaneously identified and attacked by various, collaborative elements. Tendrils at the booth’s entrance drew attendees in and across the solutions throughout the space. At the booth’s rear towered a 16’h, arching LED monolith with a digital engagement allowing users to deep dive through the IBM Security Immune System. Guests stepped onto buttons activating 1 of 3 solutions stories, quieting both narrative animations as well as illuminating the engaged IBM products and their connecting solutions.

Flanking our entrance was the Watson Vision wall engagement. This array of depolarized monitors hid looping video content that went unseen to the naked eye. It was only when guests held up shield-shaped polarized filter wands to reveal the animations behind. The promise of the empowerment Watson brings to security products was illustrated in the fast and tactile experience, quickly attracting crowds and surprising and delighting attendees.

For three consecutive years, our IBM client was over the moon with not only the booth design and experience, but also the collaborative spirit working with us throughout the event’s development. We also have a strange Stanley Kubrick load-in tradition, but you'll have to ask me about that one, sometime.