CyberArk IMPACT 2024
Turning a Tradeshow Booth Into a High-Impact Brand Experience
VDA was asked to design the IMPACT 2024 conference experience, with a focused directive to reimagine CyberArk’s central tradeshow booth as the anchor of the show floor. With just six weeks from concept to execution, the challenge was clear: transform a standard exhibit into an immersive, high-energy environment that would showcase CyberArk’s leadership in AI-powered identity security, while driving deeper attendee engagement across every touchpoint.
A Booth Inspired by Transformation and Built for Engagement
The booth design was inspired by metamorphosis itself—mirroring CyberArk’s evolution from a traditional security provider to an AI-driven identity security leader. We created a bold trapezoidal layout that drew attendees through four distinct entry points, each representing a key user persona: Workforce, Developers, IT, and Machines.
As guests journeyed inward, they entered a dynamic central zone featuring interactive product demos and immersive content touchpoints. Materials like sheer fabric, edge-lit acrylic, and bright white finishes created a sleek, futuristic aesthetic, while layered lighting transformed the entire booth into a vibrant, discoverable experience. Every step was intentionally designed to reflect the CyberArk brand, elevated, intuitive, and future-facing.
Rendering
Reality
Brand Exhibit That Blends Art, Innovation, and Storytelling
From stage design to show control, VDA led end-to-end production and logistics to ensure every moment of the experience landed with precision. At the center stood a jaw-dropping triangular light sculpture—a three-dimensional evolution of CyberArk’s iconic digital motif. Animated LED lighting and soft, floor-guided pathways pulled attendees in from all directions, anchoring the booth as both a visual landmark and interactive destination.
This wasn’t just a booth—it was a beacon of innovation. The open layout encouraged exploration, the lighting directed movement, and the interactivity made each conversation feel intentional and immersive. Every detail was carefully crafted to enhance flow, spark curiosity, and deliver high-impact engagement.
