For the 2024 AIA Conference on Architecture & Design in Washington, D.C., the American Institute of Architects aspired to create a visually compelling and personalized in-person experience that would expand its core audiences beyond architects and interior designers, to include builders, contractors, and engineers.
Each morning kicked off with a keynote that featured high-profile, inspirational speakers. Calming environmental elements welcomed attendees as ambient images were projection mapped across the 350-ft. long screen spanning the length of the entire stage. Sessions were curated for VIPs, and were an invigorating way to begin the experience.
From a design standpoint, we worked with AIA to create a blueprint intentionally using the venue’s environment to enhance the attendee journey. Signage throughout the entrance provided exploratory navigation as visitors moved through the expo hall, and an eye-popping wall encouraged everyone to “Change Your Thinking.”
The expo floor was laid out like a wheel with spokes. At the center of the hub, the AIA booth acted as the expo floor’s North Star. The focal point – a vibrant, overhead 3-meter LED sphere – was a visual stunner and invited attendees to explore new territories.
Once inside, attendees could choose from five zones personalized by interest – Inspire, Innovate, Design, Build, and Prosper. AIA’s content and education teams wanted to foster networking opportunities right smack dab on the show floor, so they integrated tailored offerings across all formats in each zone.
• Inspire … featured presentations at a continuing education theater, learning lounges, and activations focused on sustainability and social change.
• Innovate … showcased design software and systems, AI/generative simulations, AR/VR, and more tools used to work smarter.
• Design … brought interior designers, engineers, and architects together to share ideas around trends, spaces, and materials.
• Build … emphasized new capabilities such as robotics and automation with hands-on demos and a “Make your own building” activation where each visitor could add pieces to a sculpture that grew throughout the event.
• Prosper … provided career enhancement and development with an interactive, digital personality profiler experience where attendees could take a quiz and connect with others to share ideas.
The event overflowed with beautiful architectural elements, while also showcasing the importance of intentional planning, audience consideration, and creative infusion in all aspects of design.