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Mobileye CES 2017

Trade show Design, Visual Identity & Marketing

Mobileye, a leader in autonomous driving and advanced driver-assistance systems (ADAS), aimed to make an even bigger impact at CES 2017 following their successful debut the previous year. With a nearly doubled budget of $575K and an extended timeline of 8.5 months, the goal was to create a booth that would command attention, reflect Mobileye’s industry dominance, and deliver an unparalleled attendee experience. The challenge was to design a space that stood out in one of the world's largest and most competitive tech showcases.

Client:

Mobileye

Year:

2016-2017

My Role:

Creative Director

Lead Designer

Agency:

Ruckus

My Role
Building upon the success of Mobileye’s 2016 booth, my responsibilities remained extensive:

Booth Design: Developed a structure that maximized visibility, integrated a "WOW factor," and aligned with Mobileye’s vision.
Functional Layout: Designed a two-story, 40x50 ft (2,000 sqft) booth featuring:

One large glass-walled conference room
Two mid-sized meeting rooms
Open floor plan to facilitate foot traffic
Ample seating and a storage area

Interactive Engagement: Implemented sixteen iPads and an 18x8 ft video wall to provide an immersive educational experience.
Live Event Integration: Ensured the video wall seamlessly played educational content and live-streamed Mobileye’s press event.
Project Management: Collaborated closely with my Project Manager, vendors, exhibit fabricators, and Mobileye stakeholders to ensure timely and flawless execution.

One of my key design choices was the incorporation of two massive 20-ft pillars, inspired by the Mobileye logo, positioned on either side of the video wall and conference room. This architectural statement elevated the booth’s presence and contributed significantly to the desired “WOW factor.”

The Challenge
While the 2017 budget was significantly larger, it was still difficult to accommodate Mobileye’s expanding needs.

Increased Scale & Complexity: The booth’s size and interactive features required a significantly larger team and longer build time.

2016: A 10-person team built the booth in a few days.
2017: A 20-person team worked around the clock for two weeks.

Maximizing the Budget: Despite doubling the budget, execution required strategic allocation of resources to achieve the high-impact design Mobileye expected.

Commanding Attention: Standing out in the vast CES convention hall, surrounded by other cutting-edge booths, was a critical challenge.

The Solution

Bold Booth Architecture: The final design integrated towering 20-ft pillars, a glass-walled second story, and an 18-ft video wall, creating a commanding presence that was visible across the convention hall.
High-Tech Interactive Elements:

Sixteen strategically placed iPads provided attendees with hands-on access to Mobileye’s technology.
The video wall displayed educational content and live-streamed the Mobileye press event, ensuring real-time engagement.
Efficient Space Utilization:
An open layout guided natural foot traffic.

Conference and meeting rooms provided dedicated spaces for high-level discussions with partners and investors.
Seamless Execution: Through meticulous project management, collaboration with top-tier vendors, and on-site quality assurance, we delivered an exhibit that exceeded Mobileye’s expectations.

Planning

Initial Concept Sketch & Functional Layout

The Results & Accomplishments

Striking Presence: The booth stood out among hundreds of exhibitors, commanding attention and reinforcing Mobileye’s industry leadership at CES 2017.

Strategic Partnerships: Mobileye, alongside BMW and Intel, announced plans to deploy a fleet of 40 autonomous BMW vehicles later that year.
High-Profile Engagements: François Fillon, ex-Prime Minister of France, visited the booth for discussions with Mobileye’s CEO, Amnon Shashua.
Technological Demonstrations: Mobileye and Delphi showcased their autonomous driving system, positioning Mobileye as a leader in driverless technology.
Long-Term Impact: The success of the booth contributed to increased market confidence, solidifying Mobileye’s industry dominance and playing a role in its eventual $15.3 billion acquisition by Intel later that year.

Through innovative design, strategic execution, and seamless integration of interactive elements, we delivered a CES experience that strengthened Mobileye’s industry leadership, validated their market positioning, and fueled their continued success.