See the Possibilities

Trade show exhibits display innovation to the world market

BY VICKI RAY PHOTOS BY TIM STAKE

Curve and contour, light and shadow, pattern and texture. These are elements to consider when creating a product display that will capture the attention of a passerby-in a sea of displays jostling for space-in a crowded hall halfway around the world.

Here's a behind-the-scenes look at the efforts of a group of marketers, designers, engineers, illustrators, builders, packagers, and writers from Boeing and Teague, the renowned design firm. This group set out to dazzle airlines with Boeing's latest and greatest-in addition to products yet to come-in a display at Aircraft Interiors Expo, held in Hamburg, Germany, this past April.

Led by Boeing Commercial Aviation Services, the group settled on exhibit themes such as "evolution," "visionary design" and "redefining the passenger experience." Discussions began as early as May 2003, then kicked into high gear last September, creating a cohesive story showing airlines how current and future Boeing products will help passengers rediscover the enjoyment of flying.

vicki.l.ray@boeing.com