LG once again created a mesmerizing audiovisual "wave" for its C.E.S. booth. Constructed using 200 55-inch LG OLED digital signage screens, the dramatic overhead installation “displayed the glory of the natural world as it has never been seen before,” according to the brand. Ever-changing nature-inspired images and sounds created a surreal, immersive experience for guests.Photo: Courtesy of LG
This year C.E.S., which took over the Las Vegas Convention Center and surrounding hotels from January 7 to 10, saw more than 1,500 new exhibitors, including many that are not typically seen in the technology space—Impossible Foods, John Deere, and L'Oréal, to name a few. A slew of new programming centered around the travel and tourism industry, while the "Innovation for All" track discussed ways to promote diversity and inclusivity in both products and on teams. In one of the most out-of-the-box activations, cable network HBO hosted a truly creepy stunt that used immersive theater techniques to expound on data privacy.
But naturally, some of the most standout booths and activations came from tech staples such as Google Assistant, which hosted a 40,000-square-foot interactive playground, and LG, which built an immersive overhead installation made from 200 digital screens. Social media brands such as Twitter, Facebook, and Pinterest also used creative exhibits and meeting areas to stand out during the busy show.
C.E.S. 2020 drew more than 170,000 attendees, and 4,400 companies took over 2.9 million net square feet of exhibit space. Scroll down for a look inside the week's most exciting booths, brand activations, and parties.
Google Assistant
Google had one of the show’s most eye-catching activations, with the two-story Google Assistant Playground spanning almost 40,000 square feet. 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
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.
Photo: Courtesy of Google
On the second floor was an immersive 10-minute demonstration called “Change of Plans: A Google Assistant Journey.” Guided by a live narrator, guests in groups of six walked through a “day in the life,” experimenting with the Assistant in various contexts such as in the car, in a supermarket, and at home. Visitors were asked to interact by asking questions, solving problems, and making choices to advance the story. The immersive experience was produced by Deeplocal.
Photo: Courtesy of Google
LG Electronics
LG once again created a mesmerizing audiovisual "wave" for its C.E.S. booth. Constructed using 200 55-inch LG OLED digital signage screens, the dramatic overhead installation “displayed the glory of the natural world as it has never been seen before,” according to the brand. Ever-changing nature-inspired images and sounds created a surreal, immersive experience for guests.
Photo: Courtesy of LG
HBO
HBO’s C.E.S. presence was a headline-grabbing stunt promoting tech-driven series Westworld. The cable network took over the NoMad restaurant on January 7 and 8 to host a futuristic dining experience that introduced Incite, a fictional tech conglomerate that will be featured in the upcoming season. The dinner parties, which hosted journalists and other industry leaders, were completely customized: Incite’s computers used data points harvested from public databases and guests’ online profiles, and actors portraying hosts had uniquely written scripts using information they’d gathered about each guest. The result was a surreal—and somewhat creepy—experience. As guests left the event, they received a Westworld-branded billfold; inside, a card was filled with details on each guest—including the age that they will die—that were supposedly generated by Incite’s technology.
Photo: Courtesy of HBO
The stunt was produced by Giant Spoon; Mycotoo collaborated on the immersive theater component. “Fears surrounding data privacy aren’t new, yet to exist in today’s world, we make information about ourselves available every day,” said Giant Spoon co-founder Trevor Guthrie in a press release. “Our intention is to incite a conversation about future implications over dinner—where data is the main ingredient.”
Photo: Courtesy of HBO
Twitter
Twitter's immersive C.E.S. presence this year centered around memorable tweets from people and brands in 2019. The tweets were displayed creatively throughout the space, with a select few broken out into larger exhibits that honored the brands' use of the social media platform. For example, one installation focused on a Wendy's tweet that promised the return of spicy chicken nuggets if it got two million likes (a feat that was accomplished in less than 48 hours). Twitter worked with N/A Collective on the space.
Photo: Courtesy of Twitter
Anther area honored Popsicle for "best product launch"; after a pop star went viral for tweeting about missing old-school Popsicle Double Pops, the brand galvanized fans through hashtags and other campaigns—leading to the upcoming relaunch of the product in 2020. At C.E.S., guests could grab a popsicle from a truck and read through some of the more memorable related tweets.
Photo: Courtesy of Twitter
Video game NBA 2K was honored for "best use of live streaming" for the way 2K Sports created a Twitter live stream from its highly anticipated player rating reveal. Visitors to the C.E.S. space had a chance to play the game.
Photo: Courtesy of Twitter
Dell Technologies
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.
Photo: Courtesy of Lacy Maxwell Experiential
Each area highlighted various Dell Technologies products, including an eye-catching, neon-lined section for gaming company Alienware.
Photo: Courtesy of Lacy Maxwell Experiential
Pinterest
Pinterest’s presence aimed to showcase the site as a place for brands and consumers to connect. The company teamed up with NVE Experience Agency to host clients and partners in a stylish, tranquil space inside Scarpetta at the Cosmopolitan Hotel. “We wanted people to walk away from Pinterest’s C.E.S. space understanding that in order to succeed in today’s advertising world, brands need to stop interrupting and start inspiring—and that the best place to do that is on Pinterest,” explained Judy Lee, the brand’s head of industry and experiential marketing.
Photo: Eddie Barba
Five separate meeting rooms highlighted what the social media brand called “the five dimensions of inspiration”—each had a distinct, visual design, including a room with risograph art walls and another with swing-set seating. Visitors could also enjoy single-origin coffee, turmeric-infused lattes, and champagne cocktails.
Photo: Eddie Barba
Another highlight of the space was the Trend Bar, which showcased the brand’s new “Pinterest Trends Tool” that launched during C.E.S. Guests could demo the new tool, which highlights the top search terms over the past 12 months.
Photo: Eddie Barba
Intel
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.
Photo: Walden Kirsch/Intel Corporation
Facebook
In addition to speaking engagements and partner events, Facebook hosted demos of the latest Oculus and Portal devices inside a sleek, mirrored space at the Wynn Hotel.
Photo: PG Photo
Jack Morton Worldwide produced the activation, which had seating vignettes for client and press meetings.
Photo: PG Photo
Amazon x Coca-Cola
To showcase its new Coca-Cola Energy drink, the soft-drink brand teamed up with Amazon’s voice assistant, Alexa, to create an eye-catching sample station on the show floor. When guests stood in front of the red-and-black display and asked Alexa to “Give me a Coca-Cola Energy,” a circular door opened to reveal the drink. A fun twist: If visitors asked for another energy drink right away, Alexa declined by using the phrase “easy tiger.” The activation was produced by AGENC Experiential.
Photo: Courtesy of AGENC Experiential
ADT
Home security company ADT worked with Sparks to create an interactive booth designed to reach millennials and new or aspiring homeowners. The vibrant space, which showcased the brand’s new line of D.I.Y. security products, featured three interactive wall displays, plus a life-size kitchen set-up with a fresh-baked apple crisp activation made by “Mom.”
Photo: Courtesy of Sparks
The ADT booth also had a foam pit activation dubbed the “Trust Fall Pool.” A slow-motion camera captured attendees falling into the pit; the videos could instantly be shared on social media.
Photo: Courtesy of Sparks
Spotify
During the week, Spotify hosted its seventh annual Spotify Supper event for more than 500 guests at the MGM Grand’s Hakkasan. Designed to celebrate innovation across the tech, music, and culture industries, the evening featured a performance by Ludacris and cuisine from chefs Charleen Badman, Kwame Onwuachi, and Tim Hollingsworth. The event was produced by Spotify’s in-house production team, led by executive producer Keyana Kashfi and senior producer Rebecca Lee.
Photo: Gabe Ginsberg/Getty Images for Spotify
Altec Lansing
Speaker company Altec Lansing debuted a revamped booth design this year that intended to tie together its product offerings. The overall design, produced by Apple Rock, was based around the company’s new Global Sounds initiative, which aims to showcase the universality of music. An eye-catching overheard display resembled a speaker.
Photo: Adrian Padarath
American Express
American Express’s C.E.S. activation, located in the trade show’s Central Plaza, had a “Come See the Magic” theme—which was exactly what it sounds like. The goal, says the brand, was to give consumers a break from technology and engage with them in a fun, human way. Magician Dan White, most known for his show at the NoMad Hotel in New York, created a special show that was performed through the week.
Photo: Courtesy of American Express
Procter & Gamble
Procter & Gamble's 50- by 80-foot LifeLab exhibit was designed to show how the consumer goods brand's products—including items from Gillette, Oral B, Charmin, and Pampers—can transform everyday experiences. Atomic provided production services, design support, and set construction for the eye-catching booth, while WorldStage created large LED video scenes at the entrance and throughout the space. "Our engaging booth design provided a canvas on which we could celebrate our innovations, and provide a hands-on experience that allowed visitors to interact directly with our brands," said Phil Duncan, P&G's chief design officer.
Photo: Courtesy of Atomic
Salesforce
Salesforce’s forest-inspired C.E.S. booth revolved around the idea of "trailblazers"—the term the software company uses for its community of users. The space was produced by Sparks.
Photo: Courtesy of Sparks
Centerplate x Picnic
Centerplate, the Las Vegas Convention Center’s in-house caterer, used technology from Seattle-based food automation company Picnic to debut a robotic pizza maker during the show. The robot used A.I. and cloud and automatic technology to produce as many as 300 12-inch customized pizzas in one hour.
Photo: Kyu Han of Picnic
