National Oilwell Varco Activates a Gallery Experience
National Oilwell Varco turned its brand and products into “objets d’art” with a gallery experience that gave attendees at OTC, the largest oil show in the world, a respite from the trade show floor. Each gallery offered a different thematic focus. In one, video screens mounted on stark white walls featured schematics and other branded content. Acrylic cases housed the brand’s products. Other larger equipment pieces stood throughout the space as “sculptures.” Art… meet science.