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The Chanllenges
In the automotive hall of CES, 30x40 is a respectable size, but it can easily feel crowded when you need to park a full-size SUV inside. The challenge was spatial efficiency. CUB needed to display four distinct product lines (Radar, ADAS, EV Charging, Energy Storage) and a Tesla Model Y without creating a "parking lot" feel. The goal was to create an architectural flow that felt open, airy, and technically advanced.
Design VS Reality
To reclaim floor space, we went vertical. The design centerpiece was a custom Double Helix hanging structure that utilized the maximum allowable height. This drew eyes upward and symbolized the "winding road" of autonomous driving evolution. On the ground, we used sweeping curved walls instead of boxy corners. This curvature allowed us to nestle the car and demo stations into the bends of the walls, maximizing the walkable area in the 1,200 sq. ft. space.
Real-World ADAS Integration
A real Tesla Model Y served as the anchor. By positioning it diagonally within the 30x40 layout, we created dynamic viewing angles from two aisles, allowing OEMs to inspect the sensor placement up close without blocking traffic flow.
The "Helix" Sky-Sign
This 30-foot-wide spiral banner was an engineering feat. Covered in seamless tension fabric, it acted as a massive kinetic sculpture overhead, making the booth look significantly larger and taller than neighboring exhibits.
EV Infrastructure Hub
Situated on the corner for maximum accessibility, this zone featured freestanding charging piles on pristine white podiums. The open perimeter encouraged casual passersby to step onto the raised floor and interact with the hardware.
Immersive Tech Walls
Large curved walls wrapped around the back of the booth. These surfaces maximized the graphic area for technical storytelling ("4D Imaging Radar") while acting as a structural backdrop that framed the car in the foreground.
Key Design Features & Show Floor Presence
Optimal Space Planning
Dynamic "Road" Ceiling
Contextual Product Demo
Flow-Based Zoning
Visit to Big Buddha & Wat Chalong temple
The Impact
Utilization of 30x40 Layout
Visible Across Hall
as EV/ADAS Expert
Interest Captured
From the Lead Designer (首席设计师寄语):
"Designing a 30x40 booth with a car inside is a puzzle. If you put walls on the perimeter, it feels like a garage. We chose an open island concept. The spiral structure represents the DNA of the company, and by lifting the branding high into the air, we kept the ground floor open for people and technology to interact freely."
FAQ: Medium Island Booth Strategy:
Q1: Why is 30x40 considered a "Sweet Spot" size for CES?
A: Balance of Scale and Budget. A 30x40 (1,200 sq. ft.) is large enough to accommodate a "Hero Object" (like a car) and meeting areas, but avoids the exponential costs of rigging and drayage associated with massive 50x50+ booths. It’s the perfect step-up for growing tech companies.
Q2: How do you fit a car in a 30x40 booth?
A: Diagonal Positioning. Never park the car parallel to the aisle in a medium booth; it blocks the flow. Placing it diagonally creates visual interest and opens up two triangular zones on the corners for reception and demo stations.
Q3: How do you support a massive hanging sign like the "Helix"?
A: Heavy-Duty Rigging. Even for a 30x40, structures like this require coordination with the venue (LVCC) for rigging points. The aluminum tube frame is covered in tension fabric pillowcases to keep it lightweight despite its massive visual volume.
Q4: What is the benefit of curved walls in a rectangular booth?
A: Softening the Edges. A 30x40 space is a rectangle. Using curved graphic walls breaks the rigid boxy feel, creates better traffic flow around corners, and offers a more organic, modern look that matches the aerodynamic lines of the automotive industry.
Q5: What flooring works best for automotive booths?
A: Two-Tone Inlay Carpet. As seen in the CUB booth, we used a darker grey for the "road/path" areas and white/lighter tones for the "tech zones." This subconsciously tells visitors where to walk and where to stop and look, organizing the chaos of a busy booth.
