Making Waves With a “Best of CES” Experience

Brunswick Corp., Consumer Electronics Show, Las Vegas, Nevada, USA

How does a recreational boating company make a splash at the Consumer Electronics Show?

When Brunswick chose to exhibit for the first time at CES, the world’s most prominent tech event, they turned to kubik to help them unveil their new, state-of-the-art Sea Ray SLX-R 400e.

The kubik team was challenged to design a stand-out exhibit to promote their new, tech-forward speedboat. Building on the Brunswick concept and original sketches, kubik added materials and visuals and introduced the digital elements. The 40’ x 50’ exhibit was designed in an alley-style configuration for theatrical effect: one side of the experience acting as a stage showcasing the speed boat as the star; the opposite side acting as a multi-level viewing platform.

This collaborative effort yielded award-winning results for Brunswick, earning them a coveted “Best of CES” nod for the interactive brand experience.

Visitors were able to directly interact with the two boating helms that flanked the viewing area. Guests 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, or interact with a concept helm featuring 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.

Relying on kubik’s build and installation expertise, the stand-out trade show exhibit design also 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 relaxing underwater 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

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