Client & Challenge
For its high-profile presence at Elecomp 2024, Shatel needed a booth design that felt modern, unique, and never repetitive. The main goals were to create a semi-enclosed VIP area for private meetings while also offering an inviting public space to attract visitors.
The key challenge was expressing Shatel’s digital and tech-focused identity through design alone, without relying on direct product displays, while prominently featuring the corporate orange to convey energy and dynamism.
Design Concept & Creative Solutions
Inspired by the ideas of network connectivity and signal movement, the design team crafted a dynamic, never-before-seen structure.
- A Network of Light and Motion: Broken, angular lines on floors and walls, lit with vibrant orange lighting, gave the booth a lively sense of energy and constant motion—reflecting Shatel’s tech-driven business.
- The Central Hub: A core structure displayed the Shatel logo and brand visuals, with offshoots in blue and white extending toward other areas, representing internal connectivity.
- Strategic Color and Light: Horizontal orange linear lights highlighted architectural curves and breaks, balancing a blue-and-white palette for a tech-forward feel. Linear lighting on counters subtly guided visitors through the space.
Results & Impact
The Shatel booth stood out as one of the most innovative at Elecomp 2024.
- High Visitor Attraction: The dynamic use of color and light, especially the broken orange lines, naturally drew attention and made the booth a central highlight in the hall.
- Functional and Cohesive Design: The VIP space offered a professional setting for meetings while remaining fully integrated with the public area.
- Positive Feedback: Both clients and visitors praised the design for its innovation and uniqueness, reinforcing Shatel’s brand image as a leader in communication technology.
Key Takeaways
- Abstract architectural elements like light, color, and motion can convey a brand’s digital identity and create an immersive experience.
- Strategic lighting and a dynamic floor plan can guide visitors naturally through a large exhibition space.
- A thoughtfully designed booth can transcend a simple product showcase to become a physical embodiment of a brand’s innovative spirit, strengthening its market position.
