While the trade show floor is an obvious place that marketers look to make a major brand impact, sometimes it’s the smaller spaces, often overlooked, that provide great opportunities to make unique and meaningful brand impressions.
HTC has an eye for details, an enlightened style and a progressive elegant fit and finish inherent in all their products. It should come as no surprise that they’d want their private meeting rooms at CES to exude the same brand essence.
With photos and floor plans of their Wynn Las Vegas Salon Suite meeting rooms in hand, DisplayWorks’ designers and HTC’s event team brainstormed a plan to transform the spaces. By securing several rooms with nearly identical floor plans, HTC was able to use the same elements to dress each room providing economy of scale in the creative production. The goal was to subtly integrate the brand into the rooms while taking advantage of existing elements to create one cohesive vision. Done right – and each room could look purpose built for HTC — as if it was just the way Steve Wynn intended it when he built the hotel (we’d like to think so).
Upon entering the room, guest’s eyes are drawn toward the large floor to ceiling windows at the back of the room. We printed colorful branded images and HTC logos on translucent vinyl that immediately set the mood. With most of HTC’s meetings scheduled during the day, the warm natural light set the images aglow, while the transparency still allowed for a glimpse of the Las Vegas skyline to take advantage of the suite’s opulent views.
Adding bold contrast to an otherwise light colored room, we integrated an 18ft long fabric wall with a halo lit HTC logo and backlit impactful campaign imagery mounted on acrylic overlays. These fabric panels seamlessly fit along the existing room’s wall within an inset, giving it a natural feel in the space.
The center of the room featured an existing large marble conference table that we updated with a center backlit graphic. This custom vinyl graphic inlay gave the center panel a colorful glow that integrated the brand colors as opposed to settling on the existing frosted white glow.
Small but clever finishing touches spread the HTC look around the rest of the room without adding much to the budget. Custom insets with branded images were placed in serving trays. Artisan notepads with branded pens for guests were outlaid on console tables. And, leaving no place untouched — complimentary HTC branded hand sanitizers were left next to the sink in the restroom for guests to take with them on the road.
Collectively the elements brought the whole room together with the personality of HTC without distracting from the sophistication and elegance of the space. HTC’s desire to do more than settle for a plain meeting room and the clever subtleties of the design approach combined to bring an unexpected brand personality to the space that made a memorable impact with HTC’s guests.