Siemens Exhibit Makes Architectural Statement at RSNA
As one of the biggest exhibitors at the annual Radiological Society of North America (RSNA) show, Siemens had two important design challenges: First, to transform nearly 23,000 square feet of exhibit space into a series of targeted experiences that conveyed the brand’s equal competence in high-end imaging and cost-conscious imaging equipment. Second, to find a way to leverage the booth’s long, linear format as an asset that could generate foot traffic and leads. The company met both challenges head on with an environment that delivered an increase in booth traffic of 16.8 percent over the previous year and an 11.9 percent boost in qualified leads.
Central to its success was the soaring, 290-foot arch that curved from one end of the exhibit to the other. Made of lightweight aluminum and fabric, and branded with glowing dimensional logos on each end, its striking size and curvilinear shape was just one of many architectural and spatial planning moves that set this massive, yet accessible exhibit apart. A 225-foot-long LED ribbon running along the bottom of the monolith displayed dynamic animations and way-finding cues for attendees.
A four-foot-tall raised floor helped Siemens create its own environment separate from the rest of the show. The front 40 feet of the linear main aisle provided product demonstrations, while the back half of the booth provided areas for hospitality. Transparent navigation towers along the front edge of the space led attendees from one demo area to the next. Thoughtfully aimed LED theatrical lighting directed cool pools of light onto new products. A mix of soft metal and glossy white structural materials, subtle pops of blue to reference the brand and cutting-edge interactive technologies and displays rounded out the design strategy.
An attention-getting architectural statement above with a thoughtfully planned engagement strategy below. Challenges accepted.