If you were to develop an experience for your brand, what would it be like? How would customers engage with it? How would it look? Sound? Feel?
These were some of the questions our team grappled with when developing the on-site experience for USGBC at our annual Greenbuild International Conference and Expo.
It was 2014, and we were headed to New Orleans. We’d been given a brand-new swath of space on the expo hall floor, and needed to develop a memorable customer experience within the 100 x 30-foot spread. We had an opportunity to design an experience that could function dually as a place for visitors to get their pressing questions answered and to learn more about our core products—such as LEED, membership and education—and also to serve as a lounge space for networking and exchanging ideas. We knew that we wanted the space to complement our personality and feel distinctly “USGBC.”
The concept we selected was titled “Folded Square,” and literally that’s what it was. The focal point of the booth design was the appropriately named folded square, which served as a convening space to display presentations, showcase the LEED Dynamic Plaque, and share some key stats and figures specific to LEED and green building. The concept was bold, colorful and memorable.
We felt the brunt of our work was completed and did not realize that there would be other challenges ahead. Because of Greenbuild’s Mandatory Exhibition Green Guidelines, or GMEGG, booth fabrication materials needed to be carefully and purposefully selected. The booth structure needed to be fabricated using 100 percent recyclable materials containing a minimum of 25 percent recycled content and using low- or zero-VOC paints, sealants, coatings and adhesives. Luckily, our event partner Freeman was up for the challenge, and the final result was jaw-dropping.
This past year, we reused our Folded Square design, but added a few bells and whistles to make sure the USGBC booth was an experience not to miss. Our team brainstormed ways to further improve the booth experience, and create a playful, inviting environment to not only learn more about our offerings, but to kick back and get creative.
- Our Greenbuild PHHHOTO™ booth encouraged attendees to make and share a digital memory at the booth.
- Casually placed Legos in the seating area of the booth weren’t overlooked! Some of our visitors even shared their creations through social media.
Were you able to stop by our booth in Washington, D.C.? Do you think we met all of our goals? Please share your thoughts in the comments.