The Consumer Electronics Show (CES)—an annual trade show hosted by the Consumer Technology Association—continues to be home to some of the most innovative, tech-forward brand activations year after year. During a typical year, brands like Google, Spotify, Polaroid and more take to CES's usual stomping ground of Las Vegas and demonstrate new ways to show off their latest projects and products, whether in the form of an interactive exhibit booth or a larger-than-life, Instagram-worthy display.
While attendees had a very different experience this year going fully virtual for the event, it's hard to forget these eye-catching and inventive displays spotted in past years.
Google Assistant Playground, CES 2020
At last year's event, the two-story Google Assistant Playground spanned almost 40,000 square feet. In addition to a series of colorful outdoor slides, the first floor of Google's space featured demos of new features and devices that were announced during the week. Stations centered around ways to simplify a smart home, protect your privacy and more. Sparks served as the lead production agency, while Brand New School led content development for the story-high screens on the exterior.
Photo: Courtesy of Google
#DellExperience, CES 2020
Dell Technologies worked with Lacy Maxwell Experiential to create the #DellExperience, which highlighted the tech company’s products in a sleek environment with designs that mirrored the product line. Guests entered the booth through a curved entryway. Each area highlighted various Dell Technologies products, including an eye-catching, neon-lined section for gaming company Alienware.
Photo: Courtesy of Lacy Maxwell Experiential
Intel's Mobileye Installation, CES 2020
At Intel’s booth, a wire-frame car installation was used to showcase how Mobileye—the corporation's self-driving car technology—uses sensors to interpret the environment. See more: CES 2020: See the Most Attention-Grabbing Booths and Brand Activations
Photo: Walden Kirsch/Intel Corporation
Polaroid OneStep, CES 2020
In 2019, Polaroid gave guests the chance to experience the new Polaroid OneStep analog instant camera from Polaroid Originals. With an oversize replica of the camera as a centerpiece, the booth featured interactive stations that showcased the product’s features such as double exposure, light painting and noise trigger. Andreas Bergmann designed the booth, while Skyline handled the build and PRG handled audiovisual elements.
Photo: Christopher Lee
Spotify Supper, CES 2019
Spotify’s sixth annual CES event took place at Hakkasan Las Vegas nightclub. The event, produced internally, featured a performance by Rita Ora that was enhanced by lights in the streaming platform’s signature green color. See more: CES 2019: 17 Buzzy Highlights From the Show Floor and Other Activations
Photo: Denise Truscello
Bell Helicopter’s Air Taxi Exhibit Booth, CES 2018
During CES's 2018 trade show, Bell Helicopter, a Fort Worth-based aerospace manufacturer, debuted its future air taxi concept at an interactive booth produced by GES on the show floor. Guests could test out the flying taxi by experiencing an augmented-reality simulator in the four-person cabin, which offered consumer scenarios including a red-carpet premiere landing and cross-city day and night trips. Sector 5 created the digital landscape and experience.
Photo: Courtesy of Bell Helicopter
Samsung's Care Truck, CES 2018
Samsung’s on-site truck at the Las Vegas Convention Center offered Galaxy owners complimentary technical support, cracked screen repairs and software updates. See more: CES 2018: 21 Ways Brands Engaged With Attendees
Photo: Jon Simon
Twitter Commons, CES 2017
In 2017, NA Collective created Twitter's annual lounge, which invited attendees to network, chat with clients and colleagues and have meetings in a unique setting. The community-inspired space featured large, bold images from Twitter's out-of-home campaign, an open format cafe and a studio set that hosted 20 interviews over three days. Shown here, branded swag included colorful water bottles and Rubik's Cubes.
Photo: Courtesy of Twitter
LG's OLED TV Tunnel, CES 2017
One of the most visual CES booths at the 2017 event belonged to LG, which showcased its OLED TVs with a tunnel created with 216 55-inch models. The tunnel showcased a variety of colorful images including celestial bodies on a three-minute demo loop. LG Business Solutions commercial displays division designed the tunnel in-house in partnership with HS-Ad.
Photo: Courtesy of CES
Kodak Theater, CES 2017
Also in 2017, Jack Morton Worldwide's London office created Kodak's booth, which was inspired by themes of urban regeneration and the analog renaissance. The booth showcased a variety of products including the new Kodak Ektra Smartphone, the Super 8 Camera, and the revived Ektachrome Film for photography and motion picture capture. The booth included the "Kodak Theater," pictured here, which invited attendees to check out a gallery of Ektra Smartphone images and screenings of Super 8 Camera test footage. See more: 14 Unique Ideas You May Have Missed at CES 2017
Photo: Matt Stoffel
