Post by Jan Götze

Trade shows are useless … … if we just treat them like construction projects. Most trade show work starts and ends with the stand: walls, floors, lights, AV, furniture, logistics, … All important. But it misses the point. In the end, a trade show is a marketing channel. It needs a message. A moment. A reason for people to stop. Make it physical. Make it stand out. Make it impossible to ignore. This is a concept study for Sunseeker International Ltd at boot Düsseldorf (Messe Düsseldorf): A yacht encased inside a giant crystal-clear bottle. Simple. Not to explain anything. But to create a stop. A photo. A crowd. A lasting memory ... At DO IT!, we use AI to prototype our thoughts quickly. This way we judge and structure our ideas in minutes, instead of days. If your booth had zero screens, what would you build instead?

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