City of Hope National Medical Center increased its prominence at national health conferences by acquiring larger spaces in the expo halls. Roadwerx was challenged with reconfiguring the layout of their booth which grew threefold to a twenty by thirty footprint. In designing the larger booth, the primary goal was to preserve the flow of foot traffic while also providing a private place for physicians and medical professionals to meet.
Roadwerx designed a large, four-sided overhead sign that displays the City of Hope logo sixteen feet in the air, giving the booth maximum presence and visibility on the show floor without the expense of suspending a canopy. In addition to installing a media tower centerpiece displaying City of Hope’s video content, Roadwerx built four double-sided light boxes that serve as the cornerstones of the center open area. These eye-catching light boxes display branded graphics with information relevant to each conference. Roadwerx also incorporated two additional seating areas for conversations that do not require privacy.
To distinguish the welcoming open center of the booth from the more discreet discussion area at the rear, Roadwerx created a modular cabinet with ample storage space, shelving to display collateral, and a fifty-inch video monitor to display additional digital content. The private meeting area behind the cabinet uses Octanorm frames with deep blue acrylic panels as a beautiful way to display a graphic of City of Hope’s beloved Wishing Tree while providing visual and acoustic privacy.
