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Rubrik asked us to help them stand out from the competition at their biggest event of the year, VMWorld.


GOLD WINNER: Interior Space & Exhibition Design
A' Design Award & Competition 2019

SILVER WINNER: Best Trade Show Booth (Under 50' x 50')
Event Marketer Experience Design & Tech Awards 2019

BRONZE WINNER: Lighting Design
EXHIBITOR Exhibit Design Awards 2018


We worked closely with Rubrik to blow the other attendee brands away with an unconventional creative solution powered by video and light.


Throughout the show, Rubrik’s booth came alive with a mixture of pulsing light, stunning video and plenty of curious attendees. From a distance the booth was a glowing beacon, beckoning attendees to explore through the creative application of dynamic mapped lighting and physical elements integrated into the back wall. Overhead an LED canopy influenced the lighting below and engaged consumers with promotional messaging. Built from a mixture of wood and acrylic beams, this central beacon drew in the crowds who could then learn all about Rubrik through a variety of interactive demos and conversations with product experts.




VMWorld is a global conference for virtualization and cloud computing, hosted by VMware, which typically lasts between 3 and 5 days. This is the largest virtualization-specific event in the world consisting of breakout sessions, panels, exhibit hall, and hands-on labs.


Rubrik showcased two unique booths in the exhibit hall with two very different purposes.


Aiming to present a booth that was the farthest from a traditional trade show booth as possible, Rubrik chose to incorporate a variety of distinctive features to each booth. The 30’ x 30’ booth was a vibrant arrangement of Rubrik’s product displays and lighting features to showcase the brand to attendees. Rubrik’s large server rack was housed within the central storage tower and was highlighted at eye-level using perimeter lighting. The second booth was focused on attendee engagement and VIP meeting space through the incorporation of a basketball court and customized Airstream trailer. Attendees got to shoot some hoops for a chance to win some cool swag, and if they were there at the right time then maybe they could meet the celebrity NBA guest—Kevin Durant!