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Situation
Metrohm-Peak, the North American distributor of analytical equipment and services, sought a new booth design that would generate brand awareness and position their company as a leader within an often solemn industry.  Metrohm-Peak wanted to showcase their state-of-the-art products in a way that would emphasize their high-quality brand and create an area where visitors felt comfortable engaging in more private business conversations.  More than that, the EWI Worldwide design team was faced with this challenge:  a main aisle running directly through the middle of the exhibit space.  Finding a way to visually unify the "divided" booth without obstructing the walkway became a crucial objective to the overall design.

Solution
Faced with the "divided" booth space, the design team incorporated welcoming curves into the design, eliminating hard angles that tend to create visual barriers.  The overhead canopies on each side of the exhibit were designed to diminish the aisle way enough that the visitor's eye would "fill in" the rest of the space drawing the booths together. 

Materials and colors were specially selected to reflect Metrohm-Peak's commitment to their products: state-of-the-art, forward thinking, user-friendly and easy to maintain.  Transparent wall panels with internal lights became the canvas for integrating brand messages.  More transparent walls were used to create an elevated "space within a space" for the more private business conversations.

Results
Designers met the challenge of making the two cross-aisle spaces feel seamless to visitors.  Instead of walking through the space, guests felt prompted to stop and spend time in the exhibit.  The illuminated brand messages not only proved to be an effective way to generate brand awareness but also gave the booth a powerful presence positioning Metrohm-Peak as an industry leader.