Flex needed a “big booth” presence that reads instantly from across aisles—while still feeling calm, hospitality-forward, and conversation-friendly on the floor. We delivered a 30×40 island exhibit anchored by a tall brand beacon, suspended cube elements with greenery accents, and clear zoning for product demos, lead capture, and lounge seating.
From an execution standpoint, the build was planned as a large-format system: engineering-ready hanging components, clean cable routing for screens and demos, and a logistics-first approach to crating and on-site sequencing so the booth could be installed efficiently during peak move-in windows. For teams planning a similar footprint, the 30×40 island booth size guide is a useful reference for layout, engineering, and install implications.
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Challenge
The exhibit combined two competing needs:
(1) big-scale visibility from long sightlines, and (2) a soft, welcoming environment where attendees would stay for longer conversations. The design also introduced execution complexity—suspended overhead elements, premium finish requirements (clean corners, seamless surfaces, consistent color), and multiple power/data needs for screens, demo devices, and lit features.
To keep show-site risk low, we had to treat the 30×40 island like a “sequenced build”: crating plans aligned to install order, hardware labeling for fast union labor handoffs, and material handling timing (drayage / forklift calls) coordinated so the right pieces arrived in the right order—without rework under deadline pressure.
Design vs. On-site Execution
The visual system centered on a high-impact brand tower and overhead cube features that needed to feel lightweight, balanced, and premium—yet remain practical to ship and install. We approached the booth as a set of engineered assemblies: reinforced connection points, repeatable alignment references, and tolerances verified before shipping so finishes stayed crisp on the show floor.
On-site success was driven by execution planning: prebuild fit checks, labeling, and a crate-by-crate plan mapped to the install path. For a large island booth, we also planned the “invisible layer”—rigging coordination for overhead elements (where applicable), cable management for screens and demos, and a clean handoff workflow that fits venue rules and union labor task boundaries. This is the same execution logic we apply in our on-site installation and dismantle work—built to reduce rework, protect timelines, and keep the show-floor finish consistent.
This project was also featured in our portfolio gallery, showcasing real show-floor visuals and exhibit highlights from the event.
View the FLEX booth at NAA 2024 project gallery for on-site photos and visual references.
Welcome + Lead Capture Counter
A front-facing counter created an immediate entry point for greetings, quick qualification, and scanning. The geometry and lighting helped the brand read cleanly, while keeping the approach area open for two-way traffic typical of NAA show floors.
Product Demo + Screen Wall
A dedicated demo zone supported app walkthroughs and feature discussions with clear sightlines to screens. Power/data planning focused on stable demo performance and clean cable routing so the space stayed presentation-ready throughout show hours.
Lounge + Consultation Seating
Soft seating and meeting pockets increased dwell time and created a quieter “consultation feel” inside a busy hall. The layout preserved circulation while giving the sales team a comfortable environment for longer discussions.
Brand Beacon + Overhead Presence
A tall brand element and suspended cube features established overhead visibility and a strong perimeter identity. This zone is where size matters most: large-format structure, lighting alignment, and finish consistency must remain sharp even under harsh exhibit hall lighting.
Rigging + Overhead Coordination
Drayage / Material Handling Timing
Union Labor Workflow Alignment
Power/Data + Demo Readiness
Finish Control Under Show Lighting
Outcome
Suspended elements and a tall brand beacon improved long-range recognition while keeping the booth open and inviting at ground level.
A crate plan aligned to install order reduced on-site friction and helped the team keep momentum during tight move-in windows.
The lounge and consultation pockets created a calmer interior experience, supporting longer conversations compared to a “demo-only” layout.
Early testing and disciplined cable management kept the demo area presentation-ready throughout show days.
Insights & Designer’s Note
For large island booths, the best results come from treating design and execution as one system. “Big” isn’t just footprint—it’s overhead readability, traffic comfort, and the ability to install without chaos. Flex’s booth balanced a hospitality-forward interior with bold overhead identity, and the execution plan (prebuild checks, rigging sequencing, and material handling timing) ensured the final space matched the design intent under real show conditions.
Q&A
Q: What makes a 30×40 island booth “high risk” on-site?
A: Overhead elements, multiple powered demo points, and finish-heavy surfaces all increase dependency on sequencing and labor coordination.
Q: How do you reduce install delays for big booths?
A: Prebuild fit checks + labeling + a crate plan mapped to install order, plus material handling timing so critical assemblies arrive first.
Q: Why mention union labor and venue rules in a case study?
A: Because they directly affect who can do what, and when—planning around those boundaries prevents rework and missed timelines.
