Designed for SEMA’s high-traffic aisles, this 10×30 inline booth for iScan focuses on clarity and flow—an immersive garage-scale backdrop, a live diagnostic demo station, and an open meeting cluster that keeps the space engaging without creating a “tunnel” feel.
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Challenge
Inline 10×30 booths can easily feel narrow and closed-off—especially in busy automotive aisles where attendees scan quickly and stop only when the message is instantly clear. The goal here was to create visual depth, keep sightlines open from multiple angles, and still support a hands-on diagnostics demo without crowding the front edge.
Design vs. On-site Execution
We built the layout around a simple rule: pull attention inward while keeping the entrance open. A large-scale “garage” scene creates depth at the back wall, while the demo station sits in a practical viewing position that doesn’t block traffic. Clean surfaces, controlled graphics, and consistent lighting help the booth read clearly at a distance—then reward visitors with detail once they step in.
This project was also featured in our portfolio gallery, showcasing on-site visuals and key exhibit highlights from the event.
View the iScan booth at SEMA 2024 project gallery for real show-floor photos and visual references.
Immersive Garage Backdrop
A full-width garage-style visual environment anchors the booth and gives the 10×30 footprint a stronger sense of depth. It acts as a clear “destination” from the aisle—helping visitors understand the category (diagnostics / shop equipment) in one glance.
Live Diagnostic Station
The demo station is positioned for real use: approachable from the aisle, easy to gather around, and organized so visitors can follow the workflow without confusion. This zone supports quick explanations and longer conversations without forcing a crowd into a tight corridor.
Reception & Brand Anchor
The reception counter sets the first impression and keeps the booth experience structured—greeting, qualifying, and directing visitors to the right zone. Branding stays readable and calm, supporting a technical product story rather than competing with it.
Open Meeting Cluster
A compact meeting area creates space for deeper discussions while staying visually open. Seating placement is intentional: it supports conversation without turning the booth into a blocked lane, and it keeps circulation predictable even during peak hours.
On-site Highlights
On-site execution focused on clean alignment, consistent lighting, and a clear visitor path—so the booth reads as open and technical, not crowded.
Key Design Features & Show Floor Presence
Depth-First Back Wall
Front Edge Kept Open
Demo Station Designed for Viewing
Clean Technical Lighting
Simple Wayfinding for Fast Decisions
Outcome
Engagement
Conversations
Demo Visibility
Visitor Flow
From the Lead Designer:
"With a 10×30 inline booth, the risk is always the same: the space reads as a corridor instead of an experience. We focused on depth, openness, and a demo setup that works in real show conditions—so the booth stays inviting at peak traffic and still supports technical conversations.”
Design Notes: Optimizing Inline Booths:
Q1: How do you avoid a 10×30 inline booth feeling narrow?
A: Start with sightlines. Keep the front edge open, use a strong back-wall anchor to create depth, and avoid tall or bulky elements that force visitors into a single narrow path.
Q2: Where should a live demo station be placed in an inline layout?
A: Put it where it’s easy to gather without blocking traffic—close enough to be seen from the aisle, but not so forward that the crowd spills into the walkway.
Q3: What makes graphics work better for technical products at SEMA?
A: Clarity beats density. Use one main message visible from distance, then support it with details that become readable only after visitors step inside the booth.
Q4: How do you keep the booth open while still supporting meetings?
A: Use a compact meeting cluster on one side and keep the center circulation clear. Seating should support conversation without turning into a physical barrier.
Q5: What’s the fastest way to improve flow in a narrow footprint?
A: Simplify wayfinding—one obvious anchor, one obvious demo zone, and no “dead-end” corners. Visitors should understand the layout in a few seconds.
