Making Waves at CES

Brunswick Corp., Consumer Electronics Show

Nautical marketing re-invented

When a leading recreational boating company, chose to exhibit for the first time at the world’s most prominent tech event, the company turned to kubik to help them make a splash unveiling its new, state-of-the-art Sea Ray SLX-R 400e.

Brunswick’s internal design team brought an initial design concept to promote their tech-forward speed-boat. kubik was faced with the challenge to take the initial concept and design a stand-out exhibit for the CES show floor. The collaboration yielded award winning results.

kubik built on the Brunswick concept and original sketches, adding materials and visuals and introduced the digital elements to the exhibits. The 40’ x 50’ exhibit was designed in an alley-style configuration for theatrical effect: one side of the experience acted as a stage showcasing the speed boat as the star; the opposite side acting as a multi-level viewing platform.

Relying on kubik’s build and installation expertise, the stand-out exhibit required ambitious installations, including mounting the 40-foot boat on an engineered cradle at a 20-degree tilt to provide a clear view of the boat’s interior for visitors on the floor. The craft was surrounded with a projection-mapped aquatic effect and an overhead 50-foot-wide video wall, transporting visitors into a nautical watery world.

The exhibit features a platform angled at 20 degrees and painted with blue printed fabric with a programmable motion LED light box for an aquatic effect. The opposite exterior side is dotted with projection mapped portholes.

A second angled screen overhead showed content underscoring some of the boat’s technological advances, as a rigged tension-fabric header and additional graphic panel capped the space with a brilliant blue sky.

A multilevel viewing platform mimicking the deck of a boat, provided ample seating for attendees interested in taking a load off and taking in the view.

The exhibit allowed visitors to directly interact with the two boating helms that flanked the viewing area. Visitors could take a simulated trip on the water and try out the high-tech capabilities of the boat’s current helm, such as maneuvering the boat with joystick piloting.

Guests were also able to interact with a concept helm that features gesture and voice recognition. Brunswick event teams walked the floor with tablets that incorporated AR, allowing visitors to see the inside workings of the boat. kubik also managed and contributed to event activations.

Named best of CES
byExhibitor Magazine

"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."

— Lee Gordon, Director — Marine Communications & Public Relations at Brunswick Corporation