LG at CTIA

This year’s CTIA in Orlando marked the debut of GPJ’s first event with new client LG Mobile. For the event, GPJ designed and fabricated a branded environment that broke through the show floor chaos, positioned LG as a innovative leader, and eloquently showcased LG’s five new hero product devices.

The exhibit was defined by substantial red fabric woven overhead to replicate LG’s branded ribbon. However, the focal point on the floor was The LG Experience Theater — a synchronized, kinetic circular stage of ten 65” hi-def screens mounted on concealed turntables. The screens delivered a choreographed presentation of dynamic media and messaging supporting LG’s new 3D phones and tablets, and was controlled through an LG G-Slate tablet and Android phone.      

The attraction of The LG Experience Theater was enhanced with live presenters, ambient audio via a live DJ, and pools of colored light. The overall effect was sophisticated cool — it drew visitors into the product zones where product evangelists and digital content provided hands-on interaction. The exhibit also contained several product interactives, each with a unique method of activation — picking up a mobile device from its resting position — that triggered content on-screen.

The products and interactives were displayed in a modern design aesthetic — display cabinets and pedestals were constructed with white gloss acrylic cladding and black gloss countertops. A private back office zone for LG staff, executives, and the press consisted of a hard-panel wall system clad with fabric graphics.

GPJ designed and fabricated the 5,900 square foot exhibit during an intense three month timeframe, while fellow Project: WorldWide agency, Spinifex, worked closely with the GPJ design team in developing the media and interactive content.