How we transformed a desert trade show into an immersive aquatic journey.
When Brunswick set their course for CES, they didn’t just want to exhibit—they wanted to transport. Their vision: create an immersive, on-land marine experience that would let guests see, feel, and believe in the future of boating.
The ask was ambitious. The solution? Build an “Aqua Arena” in the middle of the Las Vegas desert.
Brunswick needed to showcase their leadership in marine innovation – especially around Autonomy, Connectivity, Electrification, and Shared Access. CES was the perfect stage to debut new products, share their long-term vision, and form strategic partnerships in those key areas.
Kubik was all aboard.
We created a 60’ x 70’ island exhibit that was fluid in form and immersive in function. Inspired by water itself, the Aqua Arena featured a glowing blue perimeter, marine style viewing windows, and sculptural architecture that flowed around product and storytelling zones.
Inside, guests discovered a serene escape from the usual tradeshow chaos. The atmosphere was calm, ambient, and inviting – more lakeside lounge than tech floor frenzy.
“Kubik was able to take our idea and create a design experience that has set a new bar not just for our company, but for the entire marine industry. They designed an experience that cut through the noise of CES and for a first time exhibitor. For a company that isn’t known as a technology company or a marine company, to have the amount of attention that we did was incredible.”
Brunswick CES
Key Story Elements.
- A Sea Ray craft, flanked by two V12 Mercury outboards, on a raised platform
- High-efficiency e-motors suspended mid-air for full 360-degree visibility
- A wraparound immersive VR theater demonstrating Brunswick’s autonomous Future Helm Controls and self-docking tech
- Touchpoints throughout the space that highlighted Brunswick’s commitment to sustainable innovation and advanced marine connectivity
The Aqua Arena wasn’t just a booth – it was a brand world. A carefully orchestrated environment where every detail worked in harmony to communicate Brunswick’s leadership in marine technology and their vision for the future of recreational boating.
Brunswick and Kubik were honored with accolades from both CES and Exhibitor Magazine for their partnership and experiential innovation at this event.
In a sea of tech companies, Brunswick didn’t just stand out – they brought the water to CES.
Gold – Best Trade Show Transformation
Best of CES
BOSS Awards – Best of CES
Honorable Mention – Island Exhibit
Honorable Mention – Best Demo Zone