P&G at CES - Atomic Design
Trade Shows + Expos

P&G at CES

bRINGING LIFELAB TO…LIFE 🛠️

ATOMIC helped Proctor & Gamble translate an architectural design into a quick-to-build, visually bold trade show exhibit that could be reused and reconfigured.

the challenge

Team up with other vendors to deliver a trade booth designed on the idea that when P&G combines breakthrough science with powerful digital technology, it can provide products and services that transform people’s everyday lives.

Lift-off requirements:

  • Represent a monumental, household name and its years of innovation
  • Make the space hold up to multiple P&G brands: AIRIA, Gillete, Oral B, SKII, etc
  • Deliver on sustainability by being re-usable and re-configurable
  • Create an immersive experience that allowed for interaction, exploration, and learning touchpoints
  • Integrate digital experiences as a focal point throughout the booth space

P&G turned to Team ATOMIC, to build a state-of-the-art, experiential exhibit that would allow them to connect with thousands of consumers through visual storytelling. We were tasked with managing production, design support and set construction of a 50’ x 80’ award-winning space.

THE APPROACH and solution

Our team collaborated with 2×4 and P&G to translate a strong concept (LifeLab) into a booth that could – and was – reconfigured and used across multiple years. Used in 2019 and 2020 at the Consumer Electronic Show, the premier event for previewing what’s next in consumer technology, the booth told a story of innovation, connectedness, and digital transformation.

The booth featured distinct and beautiful experiences for five businesses with a central area (including a theater) that focused on daily brand takeovers.

We used our vast knowledge and expertise to guide the exhibit from concept to reality, including facilitation of all booth operations and programming. Additionally, Team ATOMIC collaborated with P&G and their various agencies to understand their intent, determine what could be achieved and then execute all of the visions into reality.

THE BENEFIT OF A MODULAR MINDSET

Our Set Construction team pioneered a new design for the subfloor. The team routed the floor pieces like a puzzle with lines routed directly in the floor to mark where all the walls and pieces would be built.

Onsite there was little delay in assembling the floor which served as the blueprint for the entire build, saving the precious minutes in the normally tedious process of marking and tape.

Problem-solving the ATOMIC way

HOW IT CAME TOGETHER:

The 4,000 square foot main booth rises up to 12 feet off the ground and showed the impact of true creative collaboration.

  • Wrapped in 1,500 sq ft of glowing SEG fabric
  • Hovers on the innovative 8-inch subfloor covered in a recycled rubber regrind flooring
  • Immersive content bringing the brands to life, provided and controlled by ATOMIC’s longtime partner, WorldStage
    • 500 sq ft of LED tile
    • 57 flush-mounted monitors
    • 27 display devices
    • A full PA system for staged presentation
  • Bathed with intently soft, even light, designed by Seth Bernstein, sculpted by gaffer Ronnie Skopac, provided by 4Wall and hung from a clean truss structure engineered by CassidyRig.

THE impact

Over the course of the four-day show in 2019, P&G’s exhibit garnered significant traditional and broadcast media attention, as well as high levels of traffic from CES participants.

Named as one of the top 20 trade show booths in 2019 by EXHIBITOR Magazine on their Best of CES list and receiving multiple awards for their product innovations, P&G and all its partners, like ATOMIC, can consider the booth year a true success and a strong investment in building the reputation of P&G as a true innovator.

It’s a privilege to work with our amazing client P&G and our partner agencies 2×4, H&K, Huge, MSL, Ketchum and Happy Finish. Thanks to our many vendor partners Seth Bernstein, EarlyBird Visual, WorldStage, 4Wall, CassidyRig, TourTech, Kurt Kohl and Sholink & SES.

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