HP: ITU Telecom Trade show booth

Transforming a trade show booth into an executive briefing center

“We were able to host an exclusive VIP experience that dramatically increased our qualified traffic and delivered more business than ever before.”


VIPs felt uncomfortable doing business in a trade show environment.


To create a brand immersion experience for general attendees at ITU Telecom while, at the same time, holding private tours and meetings for C-Level VIPs.


This Exhibitor Magazine award-winning space included a two-story structure—with a solutions area downstairs and VIP experience upstairs. We were able to create an entirely separate experience to conduct business and separate it from the general “noise” of the trade show floor. The VIP level included concierge services, private meeting rooms, interactive demos customized to each customer’s business, and executive hospitality.

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