DZOFILM’s NAB presence needed to feel like a working set—not a static display. This 20×20 island booth was designed as a compact “shooting lab” where attendees could handle lenses, talk through use cases, and see results on screen with minimal friction. The layout kept conversations moving while maintaining clean camera sightlines and production-grade lighting cues.
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Challenge
At NAB, visitors don’t just browse—they evaluate. The challenge was to support hands-on product moments (lenses, accessories, workflows) without turning the booth into a cluttered tech counter. We needed a booth that read clearly from the aisle, guided people into demos quickly, and still felt credible to a cinematography audience.
Design vs. On-site Execution
We built the booth around an industrial-frame language—a structure that feels like production hardware: practical, modular, and purpose-driven. The frame organized lighting, graphics, and screen placement while keeping the floor open for walk-up demos. This approach also simplified on-site build logic: repeatable components, predictable cable routing, and clear “zones” that didn’t fight the traffic flow.
This project was also featured in our portfolio gallery, showcasing on-site visuals and key exhibit highlights from the event.
View the DZOFILM booth at NAB Show 2024 project gallery for real show-floor photos and visual references.
The Lab Shooting Set
A dedicated demo set anchored the narrative: “this is where the lens gets used.” The set was positioned to invite quick stop-ins while keeping enough breathing room for small groups. It supported short product explanations and immediate transitions into deeper Q&A.
The Skeleton Structure
The exposed “skeleton” wasn’t decoration—it was the organizing system. It defined the booth silhouette, created overhead presence, and provided a clean framework for screens/lighting without closing the space off. This kept the booth readable even when the aisle was crowded.
Hands-On Lens Bar
The lens bar was designed for true “touch-and-compare” behavior: approachable counter height, clear product spacing, and room for reps to demonstrate without blocking the aisle. It functioned as the primary conversion point from browsing to conversation.
Thypoch Sub-Brand Zone
A dedicated sub-brand zone allowed DZOFILM to separate messages without mixing categories on one wall. The zone gave Typotech its own visual logic while still staying under the same industrial-frame system—so visitors could understand the relationship quickly.
On-site Highlights
The on-site build prioritized fast alignment and clean finishing—especially around lighting, screen placement, and cable management where “production eyes” are critical. The final layout preserved open approaches on multiple sides and kept demo points operational throughout show hours.
Key Design Features & Show-floor Behavior
Industrial Frame Readability
Open-Plan Approach Angles
Live Video Feedback Loop
Hands-On Counter Ergonomics
Camera-Ready Lighting Control
Outcome
Walk-up interactions stayed active without blocking entries.
The booth read as a working “shooting lab,” not a static showcase.
Lens bar design supported touch-and-compare behavior smoothly.
Elevated Brand Clarity
From the Lead Designer:
“At NAB, the most convincing booth is the one that behaves like a real workflow. We used an industrial-frame system to keep structure honest and modular, then placed the lens bar and live video feedback where conversations naturally happen. The goal was simple: visitors should understand the demo in seconds—and still have room to go deep.”
Execution Notes: Designing for Photography & Video Shows :
Q1: Why use an ‘industrial frame’ for a cinematography booth?
A production-style frame reads as credible hardware and helps organize lighting, screens, and cable routing. It also keeps the booth open while still giving it a strong silhouette.
Q2: What makes a lens bar work on a busy show floor?
Clear spacing, approachable height, and enough counter depth for handling. The key is enabling touch-and-compare without forcing visitors to queue in a single tight line.
Q3: How do you keep demos moving in a 20×20 footprint?
Use multiple entry angles, place demo points on the perimeter (not buried in corners), and design a clear “watch → touch → ask” flow so visitors can join at any step.
Q4: How do screens help in lens and rig demos?
Screens shorten explanations. When visitors can see a live clip or a reference shot while holding the product, the conversation becomes faster and more accurate.
Q5: Can a 20×20 booth still feel like a real set?
Yes—if the space behaves like a workflow. A compact set is less about size and more about credible structure, lighting control, and an uncluttered demo rhythm.
