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MARVELL @CES 2010

Budget for Design & Fabrication: $ 550,000 USDCost Per Square Foot: $ 56.70 USDFloor Dimensions: 80' x 90'Deck Dimensions: 50' X 50'Development Time: 14 Weeks

Client: Marvell Semiconductor

Santa Clara, CAwww.marvell.com

Client Description

Leading developer of wireless solutions and licensers of intellectual property to the semiconductor industry.

Fabrication Partners

Display Fabrication GroupDockside Canvas CompanyAlusett / Top Deck

Colt Group Incorporated | www.coltgroupinc.com | studio: 888 369 0339 Marvell Case Studies | Page 1 of 6

http://www.marvell.com


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Challenge

Provide a solidly branded experience.

Clearly Identify Marvell in a large space within the cluttered South Hall of the Las Vegas Convention Center.

The space contained a large facility column that had to be addressed through engineering and design.

Fire walls blocked visibility and eliminated traffic in one of the main aisles.

Provide impact to cut through the noise of CES.

Engage attendees from a distance on the main aisle and maximize traffic flow.

Construct eight conference rooms, two technical areas and an internet cafe into a private structure.

Create fourteen disparate technical demonstrations in the public space.

Incorporate a daily celebrity appearance within the space and manage crowd control.

Position media screen for maximum effect.

Minimize the purchase of custom inventory and maximize the use of rental inventory.




Solution

Rented theatrical truss was used as a skeleton for the hanging fabric perimeter branding structure. This was the first application of this staging technique at CES. Many in the industry have followed our lead in this direction.

All specified inventories were designed and fabricated to significantly reduce material handling costs. Rigging elements were specified to be aluminum to save weight and reduce labor cost.

A modular aluminum alloy deck system provided the foundation for the private conference center and meeting areas. The private meeting space was a quiet respite from the busy public space. The deck area also offered security and privacy for VIP’s and visitors.

Use of high-resolution, printed Lycra saved production cost and opened up possibilities for overhead structures. The mounting system for the fabric walls provided a wrinkle-free seamless surface.

A large 12’ x 18’ projection screen was made from reflective fabric, eliminating rigging for LED panels. The exhibit architecture was oriented to the entrance of the hall to maximize visibility of a two stadium HD media projection system. The system used had built in redundancies to minimize any technical issues.

Rather than using solid plywood panels, truss and fabric were used. These systems represented 40% of the booth structure. This decision saved thousands in material handling costs versus traditional hard wall manufacturing.

The meeting space was a quiet respite from the busy public space. The space offered security and privacy for VIP’s and visitors.

The column in the center of the booth was incorporated in to the design by wrapping it with a fabric system and placing an engaging product display at its base. The product display featured Marvell partner products in a hands on experience. Premium products were mounted behind glass walls. The column disappeared behind a light weight, fabric structure.

The celebrity appearance was engineered to be the centerpiece of the Marvell experience. Daily appearances by Stan Lee, Paulie Perrette (NCIS), and Guy Kawasaki drove thousands of booth attendees into Marvell’s space during the run of the show.

Custom curved truss added a dramatic sweep to the front of the space. This sweep of the fabric structure provided an excellent backdrop for daily celebrity appearances. The sweep provided a balcony area for VIP’s to view the crowd and attractions below. The space was arranged to separate the celebrity appearance traffic from demo and conference center traffic. Security was also simplified and directed around the rear of the space.

Colorful, custom fabricated demonstration pods were created facing the aisles. A unifying form language was created to contain each demo. Demos were mounted on raised platforms that delineated the presenter from the audience allowing a more professional interaction.




MARVELL @CTIA 2010

Budget for Design & Fabrication: $ 255,000 USDCost Per Square Foot: $ 72.85 USDFloor Dimensions: 50’ x 70'Development Time: 8 Weeks

Client

Marvell SemiconductorSanta Clara, CAwww.marvell.com

Client Company Description

Leading developer of wireless solutions and licensers of intellectual property to the semiconductor industry.

Fabrication Partners

Display Fabrication GroupSJCC Fabrication IncDockside Canvas Company






Challenge

Cut through the noise of CTIA.

Provide a solidly branded experience.

Engage attendees from a distance on the main aisle and maximize traffic flow.

Clearly identify Marvell within the cluttered North Hall of the Las Vegas Convention Center.

Construct 3 conference rooms, two technical areas and a private cafe into a the overall space.

Using existing inventory, create engaging technical demonstrations in the public space.

Incorporate a daily celebrity appearance within the space and manage crowd control during the event.

Position a large 12’ x 18’ media screen for maximum effect.

Minimize the purchase of custom inventory and maximize rental inventory.




Solution

The Shaun White celebrity appearance was engineered to be the centerpiece of the Marvell experience at CTIA.

Daily appearances drove thousands of booth attendees into Marvell’s space during the run of the show.

Existing and potential clients now see Marvell investing in their brand which builds their confidence in business transactions (as resulted in post event survey response).

Booth graphics drew attention and stood out on the show floor.

Attendees commented on many occasions, that the celebrity buzz they heard on the show floor made them want to come by the booth and learn about Marvell.

By using aluminum structural components and fabric walls, drayage and setup costs for those structures were reduced by 45%.

91% of the exhibit structure was built with locally sourced rental components.

Branded fabricated components customized the experience for the audience.


