L3Harris Technologies was formed in July 2019 by the merger of two defense/aerospace/technology firms: L3 Technologies and Harris Corporation. This new entity started from day one as a $17 billion corporation with over 50,000 global employees, and their trade show presence would need to confidently portray L3Harris as an undisputed leader in the defense industry. The newly-formed L3Harris events team turned to Acer Exhibits to design the environments which would launch the new brand identity and communicate this status through a complex ongoing show schedule.
Within 60 days from the merger close date, the L3Harris events team had to be show-ready for their two largest domestic exhibits: a 30’x60’ island exhibit at AFA and a staggering 60’x90’ double-deck structure with mezzanines connecting three second-story conference rooms for AUSA, plus a secondary 50’x60’ exhibit.
This team would need maximum flexibility and modularity in their exhibit design, as they would be integrating and adapting best practices from each of the former companies to form their new strategy. The physical structures were to be a blend of usable properties from both companies, complemented with newly-built custom properties. Everything needed to be completely rebranded to reflect the new L3Harris guidelines, but due to confidentiality requirements none of this information was available before the merger date.
Thinking beyond these first two major shows, the exhibit design would have to support an aggressive calendar with numerous shows each month, including simultaneous and back-to-back events. Essentially, the Acer team had to plan for every possible scenario, meeting an incredible array of demands for exhibit footprints ranging from 10’x10’ up to 60x100’ double-deck spaces.
The Acer design team devised angular structures that fully reflected the L3Harris tagline “Fast. Forward.” The central focus of each exhibit is a tower which cantilevers forward, bearing a massive modified LEDskin wall to create the backdrop for a reception desk. A series of technology-enabled workstations surround the central point, each with a cantilevered tabletop element and glow lighting designed to echo features of the tower. Custom hanging signs in the shape of arrows elevate the new branding above the crowd, while massive backlit graphics attract show attendees at the floor level.
With the forward-thinking technology of L3Harris accurately captured in design, Acer’s expert production team got to work. The effort required to complete the fabrication of these exhibits inside a few weeks was impressive, but the experienced Acer team was up to the challenge. The final exhibits – comprising eight full truckloads of properties – were in place and ready for shipment just four weeks after all final approvals were received!
The L3Harris team is delighted with the results of these first two shows. When asked for her thoughts on Acer’s delivery, the L3Harris Director of Marketing Communications said: “The new L3Harris exhibits looked fantastic…a huge hit. Creating these exhibits in such a brief time while integrating the branding of the newly merged companies of L3 Technologies and Harris Corporation was an amazing feat. It’s going to be difficult to top our exhibits next year…but I am sure you will find a way!“
From the Acer vantage point, the L3Harris debut project was a welcome challenge to engage the flexibility, ingenuity, responsiveness and creativity of our entire team. We look forward to an exciting future partnering together to advance the L3Harris trade show program!
Topix Pharmaceuticals approached Acer requesting a new 30'x50' exhibit design to premiere at the American Academy of Dermatology (AAD) annual event. The client wanted to rejuvenate its brand to align with the quality of their enhanced skin care product line.
To help evoke a connection with the brand, Topix desired attendees to experience a spa-like atmosphere within the exhibit. Integrated into the design was a relaxing lounge area with three soothing water walls and soft lighting. The water walls helped to reduce the outside noise and to create an environment for attendees to unwind, enjoy, and connect with the brand.
The palette included soft, natural-toned laminates consistent with the client's ad campaigns and branding. The 15' front tower welcomed visitors with a 13'x9' back lit fabric graphic ad educating about the product line. The client's product was displayed in custom built showcases that were incorporated into the architecture of the exhibit walls alongside custom built display counters.
The natural soft and clean look was very inviting. Illuminated lenticular graphics encouraged attendee engagement by providing both depth and motion to set apart the Topix product display. Anchoring the top corners of the 30'x50' exhibit space were two 18'x18' angular fabric hanging signs showcasing the signature blue of the brand and the logo to attract attendee attention.
Acer met an additional technical challenge in exhibit versatility. The exhibit components had to be reconfigured into 20'x20' and 10'x20' exhibit footprints for future show needs, in order to create branding alignment for usage of the exhibit components in several tradeshow markets.
For their first major show in the US, AVA by Novalis liked the idea of an exhibit that mimicked a shipping container, yet the exhibit had to feel open and airy. In the space, copious branding with a premium, non-retail feel was a must to ensure that the client stood out from competitors. The exhibit had to appeal to a wide range of verticals; it needed a blend of impressions targeted to attendees from clinical, industrial, educational, retail and multi-family dwelling environments. The flooring - the client's product - had to be the primary design element to the space. For this project, the structural design would need to accent the floor instead of vice-versa.
Taking all this into consideration, Acer's design team had to work within a few physical space challenges:
The odd-sized 39'8" x 18'1" exhibit space was located alongside exterior windows, so natural lighting would shift throughout the day.
Three columns with unobstructed outlets, electrical panels and fire prevention equipment had to be integrated into the design.
Size limitations on the venue's freight elevators restricted component deliverability.
The columns actually aided in emulating a freight container atmosphere. An overhead beam with pendant lights stretched across all three columns to visually box out the exhibit from the aisle approach. Internally, clean white beams transected the space to add a suggestion of boxy ceiling while maintaining an open feel.
With the exception of the rolling custom counter with integrated 3D logo, all structural elements were kept to the perimeter of the exhibit to allow the clienfs flooring products to dominate. The structural color palette was limited to white and neutrals with pops of the brand signature lime to direct focus to the flooring, which was assembled from a variety of artfully-arranged finishes and colors.
A fusion of materials and textures created appeal for various market segments while complementing the flooring. Corrugated metal elements continued the container feel, while contrasting the premium flooring, the mod lighting accents and the bright clean laminate treatments on counters and cabinets. Buttery-soft rounded-edge leather seating contrasted with the straight lines throughout the structure and with the cement-look laminate treatments on walls.
For engagement, a "selfie station" was created from the client's products layered to form the Chicago skyline for social sharing, engagement and brand interaction. The primary logo treatment was backlit to remain consistent during natural light changes throughout the day, and provide high ID to this edgy brand.
ICSC Show NYC
To showcase the continued efforts surrounding the new Port Covington real estate space, Acer Exhibits designed and fabricated a 1600 sq. ft. exhibit that debuted at ICSC. The goal, to not only inform attendees about Port Covington, but to welcome and invite attendees to experience Port Covington in-proxy.
The use of “honest and authentic materials” throughout the exhibit, showcased reclaimed barn wood and faux painted concrete to create a rustic contemporary atmosphere. There were large printed fabric walls, expanding 16 ft. high with three dimensional logos for brand identity. As visitors entered the exhibit, they were welcomed by an LED backlit metal Port Covington logo. To draw traffic into the exhibit, strategic messages were displayed on the acrylic windows inviting attendees to visit the Port Covington experience. The exhibit lounge area was warm and relaxing with a bar, leather sofas, and midcentury chairs.
“We knew that working with Acer on past projects that they were able to do great things, but our high opinion of them increased exponentially when they were able to execute our 1600 square foot exhibit from design conception to execution in a record of 30 days – unbelievable!” - Marcus, Port Covington
This client wanted to move away from their existing exhibit design aesthetic, which relied heavily on darker natural woods, rustic touches and glaring lights from exposed bulbs. The new design had to be fresh, hands-on and unique - a clean and modern yet inviting and comfortable environment to fully immerse show attendees in the trendy La Colombe vibe. Each La Colombe cafe is unique - no canned, corporate cookie-cutter shops for this brand! The exhibit design would need to be representative of styles reflected in several of their urban cafes.
The exhibit had to allow plenty of space for attendees to experience the unforgettable La Colombe taste by bringing a coffee-house ambience, while at the same time discouraging extensive lingering. As comfortable seating is typically a dominant element in coffee houses, this was a bit contrary to the brand's shop design approach. The show goal was that the product be enjoyed by as many attendees as possible, so traffic flow was a key consideration. Certain existing assets had to be incorporated into a modular structure, as well as the equipment required for refrigerated display cases, cold storage and multiple draft stations.
The Acer design features a central tower which boasts translucent light-diffusing panels supported by mod black channel framing, bringing a subtle impression of warmth reminiscent of steamed-up windows in a coffee house during the cold winter. To emulate a non-intrusive cafe feel, graphics and branding were limited. The 3D LaColombe name centrally placed on the 16' high header topped the exhibit focal point - an immense image of the brand's colorblock dove logo framed by premium pendant lighting. This logo rested above the chilled beverage case, which was fitted with woodgrain finish and adorned with intricate ventilation panel detail inspired by vintage fireplaces.
Two draft stations topped with marble-finish counters and three taps each were placed in the front section of the exhibit. This allowed the milling crowd to enjoy the product in a relaxed, bar-like atmosphere that encouraged sampling without the extensive lingering that comfortable cafe-style seating would undoubtedly bring.
Planning for modularity from the start of the design phase has allowed elements from this design to be redeployed in footprints such as 8'x20', 10'x10' and 10'x20' as well as an alternate 20'x20' layout to be used at shows with a different objective.
ARCHERY TRADE ASSOCIATION TRADESHOW (ATA) INDIANAPOLIS
Acer designed and fabricated a 20’x30’ island tradeshow exhibit for Muck Boots to use at the Archery Trade Association Tradeshow (ATA). The show provides archery industry professionals with a first-look at new outdoor gear for the upcoming season.
The core challenge – how do you showcase 150 pairs of boots with limited real-estate? Acer’s design and production teams brought the client’s vision to life through an iterative, yet highly collaborative, process.
With natural wood and faux stone panels to create a “rustic contemporary” environment, the exhibit features an open floor plan that provides various levels of branding. A novel talking piece, Acer constructed a reception counter with a built-in water tank to demonstrate the waterproof capabilities of Muck’s footwear. Creating visibility and presence throughout the convention hall, the exhibit included a 16’ faux stone tower and 20’ hanging sign.
“Acer Exhibits is a very dynamic company who really care about their customers. We were looking for a new booth with an ‘outdoorsy lodge’ look and they came up with an outstanding layout and design. They created a gorgeous tradeshow booth design that really brought our brand to life. We worked together closely on many details that makes our booth both great looking and be extremely functional. It is very versatile and can be configured differently depending on the booth location. Their service level is outstanding! They do a great job preparing for the shows and their staff is readily available and quick to respond to any request large or small.” - Jennifer, Muck Boots
GLOCK® pistols claim nothing less than perfection in their market, and the brand seeks to inspire confidence in prospective buyers. With a US legacy exceeding 30 years, GLOCK is firmly rooted as an industry leader. GLOCK expressed their market leadership position during SHOT Show with a spectacular 70'x70' double-deck exhibit, uniting elements of multimedia creative campaigns with a branded environment to deliver an immersive brand experience.
Every element of the structure was thoughtfully engineered to reflect the firm's sensibilities and purity of brand. The iconic GLOCK logo - a stylized "G" shape - was echoed throughout the exhibit, most notably in the shape of the interactive demonstration island, and in the sweep of the ceiling forming the second-level conference room structure.
Composed primarily of sleek monochromatic finishes, rich cinnabar accents were used judiciously throughout the design to add visual interest and contrast. Vertical elements were dominated by hanging signs bearing massive monitors featuring GLOCK's minimalist video spots alongside the GLOCK Perfection logo.
Lighting design played a large role in setting a mood of technical expertise and precision engineering, further enforcing the GLOCK brand promise. Glowing pure white light outlined the conference room structure, illuminated the GLOCK logo throughout, and accented the demonstration areas and reception counter to physically manifest GLOCK's perfection as brand experience.
Kiosks supporting the upper deck structure alternated product displays and bold graphics with branded messaging. A two-story billboard featuring immense GLOCK signage anchored the outer exhibit wall and drew attention from throughout the show floor.
ICAST SHOW ORLANDO
For one of the most recognized brands in the world, “consistency of brand” is of paramount concern. Maintaining this consistency across a multi-market exhibit tour, became the core challenge. The team at Acer answered with an exhibit that provided Under Armour flexibility in both configuration and brand/messaging opportunities.
Appealing to differing audiences while maintaining the core brand attributes, the design and creative teams of both Under Armour and Acer worked in close collaboration through some unique challenges. By maximizing surface area and keeping angles structurally consistent, the team produced an exhibit that can be configured to appeal to various customer segments.
“Acer is a fantastic partner. They are committed to our business, incredibly responsive to our requests and always exceed our expectations by delivering top-notch results.” - Shana, Under Armour