CUB presented a 30x40 automotive tech exhibit at CES 2024 in Las Vegas, built to support immersive ADAS and EV storytelling while keeping visitor flow clean across a large island footprint. The layout balanced high-impact brand architecture with practical demo routing—so product explanations could start fast, then transition into deeper conversations without blocking sightlines or creating “stop-and-stare” congestion at the aisle edge.
For CES-specific planning context—venue realities, traffic patterns, and the expectations around tech demos and AV-heavy showcases—see our CES trade show booth guide.
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Challenge
A 30x40 CES booth has to do two things at once: read clearly from a distance and function reliably under constant demo traffic. For an automotive technology story (ADAS + EV infrastructure), the booth needed to present multiple “layers” of messaging—hardware, software, and real-world use cases—without turning the space into a wall of text or a single bottlenecked demo point.
We approached the challenge as an execution problem, not just a design one:
Controlled sightlines: keep the tallest brand moments from blocking key demo areas and screen content
Demo continuity: ensure multiple demo positions could run in parallel without audio/visual conflict
Power + cabling discipline: plan monitor placements, cable paths, and equipment access so fixes don’t happen on show day
Install sequencing under show rules: build a plan that supports efficient union labor workflows, lift scheduling, and on-site safety
Large-format tech booths succeed when the show-floor plan is engineered—especially around AV, rigging coordination, and install timing. Learn more about on-site installation & dismantle support.
Design vs. On-site Execution
We translated the “mobility systems” story into a booth architecture that feels directional and organized—like a road loop guiding attention through key messages. Overhead elements set the presence from across the aisle, while the ground-level plan stayed intentionally open: entry points on multiple sides, clean product surfaces, and tech walls placed where demos and discussions naturally happen.
This project was also featured in our portfolio gallery, showcasing on-site visuals and key exhibit highlights from the event.
View the CUB booth at CES 2024 project gallery for real show-floor photos and visual references.
Real-World ADAS Integration
This zone was built to make ADAS feel practical—not abstract. The layout supported quick explanations using real road-use scenarios, with the tech wall acting as a shared “reference screen” for features, diagrams, and short demo content.
The “Halo” Sky Sign
A hanging halo structure gave the booth its long-range landmark. It improved findability in West Hall and helped the brand read clearly above show-floor visual noise—especially important for an island footprint with traffic coming from every direction.
EV Infrastructure Hub
EV infrastructure messaging can sprawl if it isn’t structured. This hub grouped EV-related talking points into a single, walk-up-friendly area—so reps could move from overview to detail without dragging attendees across the entire booth.
Immersive Tech Walls
Large-format tech walls were used as story anchors, not decoration. They created a consistent backdrop for product explanations and helped unify multiple topics (ADAS, mobility electronics, EV infrastructure) into one coherent visual narrative.
Key Design Features & Show Floor Presence
Overhead Halo Visibility
“Road-Loop” Spatial Logic
Demo-Ready Tech Wall Placement
Open Multi-Entry Island Layout
Clean Product Surfaces With Controlled Detail
Outcome
Space used for presence + walk-up engagement, not filler.
Improved visibility and booth findability in West Hall traffic.
Tech walls and zones reduced explanation time for core features.
EV messaging consolidated into a single, coherent hub.
From the Lead Designer :
CES is unforgiving to “looks good on render” booths. If the AV doesn’t power up cleanly, if screen alignment is inconsistent, or if the flow traps people in one entry, the experience collapses under peak traffic. For CUB, the strongest decision was designing the booth like a system: architecture to landmark the brand, plus a demo network that stays repeatable all day.
A practical takeaway for exhibitors planning a similar big-footprint island: once you scale to 30x40, your constraints change—rigging coordination, electrical planning, cable management discipline, and install sequencing become part of the experience. Our 30x40 booth size guide breaks down what to plan for before you arrive on the show floor.
FAQ: Modern Island Booth Strategy
Q1: Why does a 30×40 island booth work well for CES automotive tech?
A 30×40 footprint is large enough to combine ADAS storytelling and EV infrastructure into distinct zones while keeping open entry points—important for West Hall traffic that approaches from multiple aisles.
Q2: What’s the advantage of using a hanging halo sign at CES?
In a high-density hall, a halo sign functions as a navigation landmark. It helps the booth read above the crowd and makes the brand easier to re-find—especially when attendees are moving between demos and meetings.
Q3: How do you keep a tech-heavy booth from feeling cluttered?
We manage clutter through hierarchy: one headline message per zone, tech walls used as shared references, and controlled surface detail. This lets ADAS and EV topics coexist without competing visually.
Q4: What’s the best way to set up demos without blocking traffic?
Place demo touchpoints where conversations can happen at the edge of the booth—not deep inside a corner—so attendees can stop briefly, understand the topic, then decide whether to step further in.
Q5: How do tech walls help with ADAS explanations?
ADAS is easier to understand when visitors can “see the scenario.” A large-format wall supports quick visual framing—features, diagrams, and short clips—so reps can explain function without long setup.
