Challenge

ADT Commercial assists in managing an organization’s risks with custom integrated solutions to help cover all locations inside and out. At GSX 2019, ADT Commercial was featuring their new brand launch and logo. They needed to continue their relationship-building efforts and include some product emphasis inside the exhibit. ADT wanted a perimeter-style booth allowing enclosed privacy to produce a highly conversational atmosphere. Their directive was to create a comfortable private lounge where attendees could relax, eat, drink, and learn about ADT Commercial’s offerings.

Approach

The design’s inspiration was derived from a New York-style warehouse loft apartment with exposed brick and beams, pendant lights, and an overall spacious environment. Hamilton worked with GSX show regulations to create a perimeter-style exhibit structure while adhering to the 40% sight-line rule. A strategic combination of opaque and transparent fabric constructed on lightweight aluminum extrusion frames gave ADT physical privacy and respected the show rules. The private lounge space had three types of engagement areas fit to support meetings with potential and existing customers. This area included two small conference rooms and a large conference room, three product demonstration stations, and hospitality with catered food and drinks.

Results

The perimeter-style structure allowed ADT to intentionally receive and direct attendees through their exhibit. Hamilton crafted an immersive relationship-focused and conversational environment for attendees to learn about ADT Commercial's wide range of security-solutions offerings. The modern, industrial loft-style design increased overall traffic and was a home run on the show floor.