An Exhibit to Signify Change in Energy Delivery

Trade Shows and Creative Spaces

CEI knows how important it is for you to achieve brand objectives, and also how your brand is fitting into the competitive landscape to keep up with changing customer demands. So when GE Lighting recently became Current, powered by GE, a first of its kind energy company, it was CEI’s challenge to create an entirely new exhibit that not only evolved the new brand, but also offered new approaches as to how Current is taking its transformation out of the lab and into the real world.

For GE, this was not just a new logo design; this was the creation of a new company aimed at leading a significant change in energy delivery.


CEI created a central tower structure that prominently displayed the new name using lightweight aluminum framing and tension fabric. Below this hanging structure was a 16’ tall aluminum framework that contained two large conference rooms, a 20’x30’ retail lighting demonstration area, an outdoor lighting demonstration space, flanked by two specialty lighting displays. Four towers displaying the new corporate colors were added with backlit logos and video messaging to inform the attendees of GE’s new marketing direction. Connecting throughout the structure was a new modular display system designed to display more than 75 different GE fixtures that can be moved and changed easily depending on the show they were attending.

Every custom exhibit we design incorporates the unique requirements and corporate image of each customer. At CEI, “Build Your Image” is more than a tagline. It is brand integrity that is built into every custom exhibit we produce.




Steve Jobs said, “You’ve got to start with the customer experience and work back toward the technology – not the other way around.” It’s easy to see how that applies to his baby, the iPhone, where the experience of the end-user was the driver of the phone’s design and capabilities. But how about in your client relationships: Do you think about what their experience is when putting together your marketing and sales programs, or are you so focused on the product that you forget about the customer?

No matter what you are selling or manufacturing – cell phones, cars, investment services, or even trade show displays – creating a unique customer experience that is unparalleled in your industry is what keeps customers coming back. This includes not only the customer’s experience with your product, service, or solution but also the customer’s experience with your company.

Nothing dramatized this more than a recent occurrence at CEI. Years ago we had client relationships with two different companies, and the main contact with each of those companies left to seek other opportunities. When they landed in their new positions – now both working for the same company – they immediately recognized the need for trade show support. They were quick to share the positive customer experiences they had in their previous positions and were thrilled to discover they were both talking about the same company. Without RFP, RFQ, or a major vetting process, CEI was able to secure a new business relationship based on past customer experience.

CEI recognizes there are many choices for displays, lobbies, and interactive technology. But we don’t just build exhibit properties; we build relationships. And that’s what keeps our customers coming back.

Interactive Solutions

Picture this: You have 17 tires weighing up to 12,000 pounds apiece, each one with specific attributes and applications. Now imagine trying to display those tires and communicate their unique qualities to thousands of trade show attendees. This was the challenge Goodyear Tire & Rubber Company was facing when they approached CEI’s display experts. Challenge accepted!

CEI’s exhibit for Goodyear’s Off-The-Road (OTR) tires dramatizes the marriage between technology and physical structure, an increasingly popular way to augment the finite space within an exhibit. The addition of technology can make an otherwise static structure become a much more immersive and dynamic experience for visitors.

The benefit of technology is particularly clear for companies that offer highly engineered products and services. For them, it can prove difficult to fully display the differentiating features of their products. Technology is valuable in helping to educate customers and prospects about the engineering that goes into their products and services.


Goodyear’s OTR line includes tires ranging in size from a few hundred pounds to tires exceeding 12,000lbs. With this large variance in size, comes large variance in engineering. The sheer size and volume of the products themselves made for a challenge structurally. Tires would need to be easily added and swapped from the display to accommodate Goodyear’s event schedule and variety of product offerings.

This challenge required a highly engineered solution, using both structural and technology expertise. The tires were arranged in a way that best highlighted the notable differences in size and tread, each with a mounted infographic that provided information on vehicle applications. This entices visitors to get up close to “experience” the product.


The entire interactive exhibit is driven from the software application on a touchscreen kiosk positioned in front of the display. The app communicates directly with LED strips mounted to each tire graphic, controlling which are highlighted based on the user’s interactions. Booth visitors are encouraged to explore different product categories that trigger individual tires to light upon the structure in correspondence. The result is a show-stopping, visually animated feature wall of lights and tires.


Goodyear was so pleased with the outcome that the tire wall array and associated app software have been adapted for three separate events. This is just one of many examples of how a unique product experience is created through the integration of technology with the physical structure. Our goal for each project is always the same, to create engaging experiences that ultimately generate leads and brand loyalty for your business.