Fractal Energy Storage Consultants brought a focused 10x20 presence to RE+ 2024 to turn complex advisory services—controls, SCADA/RTAC integration, cybersecurity, and monitoring—into a booth experience that was easy to scan and easy to explain. The layout balanced two needs that always fight each other on a 10x20: clear “what we do” storytelling for pass-by traffic, and a dependable zone for short, technical conversations without blocking the aisle.
For teams planning the same show environment, here are RE+-specific planning considerations on the RE+ event page—especially helpful when your booth relies on screen-led explanations and clean sightlines. If you’re comparing footprints, our 10x20 booth size guide explains what changes when you scale demo density, cable planning, and storage requirements.
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Challenge
RE+ traffic moves fast, and many attendees decide in seconds whether a booth is “for them.” The challenge was to translate Fractal’s specialized service scope—controls + networking, SCADA/RTAC, cybersecurity, and monitoring—into a booth flow that worked at three speeds:
Fast scan: clear branding and category clarity from the aisle.
Guided explanation: screen-led visuals that help staff narrate a complex story without crowding.
Quick consult: a reliable place for short, technical conversations that doesn’t collapse the aisle when traffic spikes.
On top of that, the booth needed to stay operational across long show days: cable control, screen placement, and storage discipline—so the space stayed clean even when the team was running back-to-back discussions.
Design vs. On-site Execution
The design strategy centered on a “two-zone” rhythm: an aisle-facing storytelling surface (brand + category clarity), paired with a deeper consult/demo area where screens could support structured explanations. That approach reduces friction: visitors understand the scope quickly, then self-select into the right conversation depth.
On-site, execution details made the difference—screen mounting positions, power planning, and a clean cable path so demo content looked intentional (not improvised). For compact footprints like 10x20, small mistakes become visible fast, so we treat labeling, packing logic, and install sequencing as part of the design process. Learn more about pre-show logistics & coordination—especially useful when you have multiple monitors, sensitive AV, and a tight setup window.
If you’d like to see the same build from the project portfolio view (more photos and a quick visual summary), visit the Fractal in RE+ 2024 project page.
Aisle-Facing Brand & Category Clarity
A clean, high-contrast front read (“who we are + what we solve”) helps the right attendees stop. This zone is built for fast recognition during peak aisle traffic.
Screen-Led Technical Storytelling
Large monitors and structured visual panels support consistent explanations—controls, optimization, monitoring, and security—so the team can run repeatable demos without improvising the narrative every time.
Quick-Consult Counter & Short Conversations
A compact standing-height area for 3–8 minute technical questions. It keeps conversations moving while protecting aisle circulation.
Backwall Services Matrix for “What’s Included” Clarity
A structured services list anchors the booth story, reduces repeated questions, and helps visitors map their needs to a specific Fractal capability.
On-site Execution Highlights
Monitor placement planned for sightlines
Cable control + power planning baked into the layout
Material + finish choices that stay crisp under show lighting
Storage discipline for a smaller footprint
Sequenced install logic for a predictable setup window
Outcome
Clear service categories and a strong front read helped the right audience self-select quickly, improving conversation quality.
Screen-led storytelling made explanations repeatable across staff members—reducing variability during peak hours.
The layout protected aisle flow while still supporting short technical consults, avoiding bottlenecks.
Cable control and reset-friendly surfaces kept the booth looking organized even after heavy use.
RE+ audiences often arrive with a specific technical problem in mind—controls integration, monitoring visibility, or reliability questions. A 10x20 footprint works best when it doesn’t try to be everything at once. Instead, it needs a confident “front story” that earns the stop, and a simple second step that supports the deeper conversation.
For energy-storage consulting brands, the win is consistency: a repeatable demo rhythm, a space that stays clean under pressure, and a layout that respects how quickly the aisle fills. When those fundamentals are right, staff spends less time managing the booth and more time running qualified conversations.
