Dell Technologies World ISG Booth




The largest exhibit on the expo floor

At 140’ x 85’, the largest exhibit on the Dell Technologies World expo floor belonged to DellEMC ISG, or the Infrastructure Solutions Group. Comprised of the Server, Networking, Data Protection, Storage, and Converged Platform and Solutions Division (CPSD) teams, VDA was tasked with creating a dynamic environment that encouraged visitors to move throughout the space to interact and connect with the five ISG teams.

One of the challenges with a booth of this scale was ensuring that all teams and their equipment were equally represented to achieve their individual goals for Dell Technologies World.

Transformation Arches

Using six oversized custom “transformation” arches placed through the booth supported by distinct lighting and signage, VDA was able to fully enhance each segment of the ISG group, allowing all ISG teams to share their solutions, equipment, and stories equally with the booth visitors.

The columns of the transformation gates were built with 2.6mm LED corner tiles and custom, hand-painted, faux concrete. With custom steel truss arches on top, these provided a physical transformation experience to attendees as they passed underneath, shifting their focus from one ISG team to the next.

VDA took the time and care to understand the target audience flow and created an experience which both supported ISG’s booth objectives while also helping attendees to navigate easily between the different product and solution lines in an effortless and intuitive manner.

  • 80% Of the event attendees passed through this booth
  • 14,000 Total Trade Show Attendees
  • 37% Growth in Foot Traffic from 2017
  • 35,000 Trade Show Live Stream Participants

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