Tension Fabric Exhibit Rental | The New York Times
The New York Times has a very elegant and recognizable brand culture behind its products. Our approach was to create an equally elegant tension fabric exhibit rental booth design; branded from top to bottom that would translate that culture across all their multiple trade show appearances.
A tension fabric exhibit rental allows for ease of installation, and more importantly, transportation as most of these components can travel in hard cases that ship via FedEx, UPS, etc. versus pallets or crates via LTL freight shipping.
The New York Times Exhibit Rental
Marketing Genome was asked to bring The New York Times brand to life at both the American Libraries Association (ALA) and Special Libraries Association (SLA) utilizing our proud history of trade show exhibit rental fulfillment and design. These three-day events held at the Moscone Center in San Francisco, CA and Boston Convention and Exhibition Center in Boston, MA aim to “cover key issues such as innovation and transformation, eBook lending and usability, digital content, community engagement, leadership, the impact and potential of new technologies, books and awards, development, teaching and learning, and best practices on a range of library-related concerns.” With hundreds of exhibitors seeking the attention and pushing information, it was paramount that they were represented with a quality booth that set them apart from the competition at both shows.
What is a Tension Fabric Exhibit Structure?
Tension fabric exhibit rentals are a particular type of exhibit and trade show booth structure used to create walls, desks, and other displays. A tension fabric wall is made from an aluminum metal tubing system that clicks into place to form a structure. Once your structure is formed you then use a “slip cover” graphic that closes with a zipper. Overall, it is an affordable trade show booth and exhibit rental option that provides a very clean aesthetic while allowing you to create some abstract shapes you otherwise can’t do with other exhibit systems.
Our 10’ x 20’ space was defined with a tension fabric system, utilizing dye-sublimation printing on high-quality fabric and wrapped around an aluminum tubing frame. Tables and chairs were strategically placed for people that wanted more information about their products and for impromptu meetings. This helped to create an open and inviting feeling around the booth, while still maintaining enough room for people to move around in the booth.
A few simple branded podiums became a place for booth staff to greet attendees with a smile and answer any questions they may have. The two different trade shows needed to have consistent look but with different messaging which was solved with a simple call to action that could be swapped out accordingly. The attention to detail and consistency of brand messaging made for a huge hit for our friends at The New York Times!
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