www.livedesignonline.com: One might ask what a Swedish beauty care company is doing at CES—Consumer Electronics Show—where one expects the gadgets of the future, but boy did Foreo raise eyebrows with the theatricality of their show, from the sound of chainsaws to gas fumes, and vials of pink liquid offered by scientists in white lab coats for visitors brave enough to imbibe. The booth caused quite the uproar with long lines to be part of The Foreo Experience in Las Vegas, January 7-12, 2018.
2 comments:
This is a really interesting collaboration across all facets of the design and concept of build. First one would not think to have a cosmetic company at the Consumer Electronic Showcase to begin with as it is simply just out of their typical market but then they go out and collaborate with theatrical designers in order to create an immersive experience for their visitors. I think its a really cool idea to include these technical and artistic professionals in these kinds of booth builds for event shows and one of places where people want to make a statement with their company and with the product that they are pushing. Creating such an experience provides the audience with something to remember a memory to think about and associate back to the event and to their product in particular. Some may think it to be over the top but I see it as a great use of marketing and design to create the best Showcase for their product.
I was first drawn to this article because of the ModTruss but stayed because it was interesting to hear another account of how trade show booths are the same thing as sets. In TD3 the company bio project, through research, showed us how similar the trade show and theater industries are. This article shows that even more specifically because the designers were actually theatrical designers. Also, they didn't build a branded environment like most trade show booths, they built a full story telling environment which is more similar to what we do in theater. Also, I really like their use of ModTruss. It is really trying to catch on, and I think it is slowly, but it will surely take some time. Tube truss is an industry standard and I suppose it could really take some time to completely alter a standard. Also, theaters and shops typically have some stock so they would have to buy new stuff.
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