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To initiate their new North American Trade Show Program, Citrix partnered with creative partner, Double Shot Creative, and ASTOUND to develop a new configuration of their modular booth design which was launched at BlackHat USA 2018.


Using existing properties from previous booth vendor, ASTOUND improved upon the existing consumer experience by integrating new engagement features and refurbishing existing properties. ASTOUND also developed a custom multi-purpose mobile application for the Citrix sales staff to use both on the trade show floor and off.


In addition to several Citrix demonstrations throughout the show, visitors were treated to a number of different experiences within the booth space which were dependent on the focus of the show. ASTOUND developed a variety of booth configurations using new and existing properties to create a cohesive experience across all venues. The tall LED tower acted as a beacon on the show floor to help guide attendees to the Citrix booth. The custom app was designed and developed to serve two main functions: a standard menu-based UI to navigate products, and a guided experience based on user-inputted business goals and pain points.