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Each year, IU’s technology organization exhibits in the trade show portion of the high-performance computing conference known as SC. In 2016, I had the pleasure of designing a new booth structure and floor space for IU with my colleagues’ needs in mind. I worked with Skyline Exhibits in Indianapolis for nearly all aspects of the booth’s construction.

This was a new challenge—working with physical space that humans have to pack, transport, construct, then inhabit for ten days before deconstructing, packing, and transporting it back to Indiana. Our components needed to be modern, sleek, modular, changeable, and easy to assemble. We also needed to be able to repurpose sections for smaller trade shows and booth sizes.

My goal was a visual calm amid a sea of noisy tech displays. The design balances stark whites with the pops of red, minimal wording with simple branding, plus loads of functionality. The booth includes a 10’ x 10’ machine room with a lockable closet, a 10’ x 10’ conference room, two free-standing kiosks, six demo stations, and ample built-in cabinet storage.