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Global Securities Exchange (GSX) is the industry’s most trusted annual event at the cornerstone of security resilience and advancement worldwide. GSX 2021 was Johnson Controls’ (JCI), a global technology and industrial leader, first event following COVID-19. JCI partnered with Hamilton to design two spaces, the first being an Integrated Security Exhibit and the second a Security Products Private Event Showroom. The Integrated Security team focused on both digital and face-to-face conversations, enhancing relationships with customers and prospects, all in a reduced footprint. The Security Products team took a new approach to showcase their products and solutions in a Showroom environment. They wanted to try something off the show floor with multiple product demonstrations. The showroom would be a mini event within GSX for pre-targeted customers and prospects invited to the space. The goal was to create two safe environments for engagement as the world came out of the pandemic’s peak.


The design of JCI’s Integrated Security Exhibit was inspired by their overarching message: “Blueprint of the future for safe, smart, and sustainable buildings.” The digital design featured a layered effect resembling an abstract building transporting the audience into a safe and controlled environment. The entrance housed a large LED curtain welcoming attendees in and ensuring a visible sightline to the rest of the space. The curtain’s motion graphics and digital messaging helped enforce JCI’s 2021 solutions and reinforced their new and preexisting brand statements. The smaller show floor presence encouraged a do more with less approach.

JCI wanted to transform attendees’ experience from a traditional exhibit to a focused product and solution showcase. The Security Products Private Event Showroom included strategically placed hospitality and casual meeting spaces around JCI’s demonstration stations. The displays housed different brands and created areas for JCI ambassadors to hold presentations featuring their latest products and solutions. JCI sales representatives were available to answer questions and foster new and preexisting relationships.


The two events successfully designed safe environments to reengage with their audiences. The Integrated Security Exhibit occurred in a significantly smaller space, but JCI’s use of digital branding and motion graphics was very effective. While attendance was down, as event safety remained in question following COVID-19, the attendees were highly qualified, resulting in better and more serious conversations. The Security Products Private Event Showroom allowed JCI to continue building relationships through more extended and better-focused discussions. The showroom was over double the footprint in square footage of the previous JCI Security Products exhibits and separated JCI from their competitors. JCI saw attendees staying longer in the space to experience the demonstrations of their solutions. The private event resulted in ongoing sales activity due to the time sales representatives could devote to attendees. Hamilton created secure areas for conversations while showcasing JCI’s newest solutions and digital branding.

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