These exhibit configurations represent a strategic use of space on the trade show floor. Characterized by their open design and accessibility from all sides, such arrangements provide a significant footprint that allows for extensive branding, product demonstrations, and attendee engagement opportunities. They are typically positioned in the central areas of a trade show, offering maximum visibility and foot traffic.
The importance of these large format exhibits lies in their ability to create immersive brand experiences. They allow for comprehensive storytelling and facilitate meaningful interactions with potential clients. Historically, companies have utilized them to launch new products, showcase their full range of offerings, and establish a dominant presence within their industry. This results in increased brand awareness, lead generation, and ultimately, a higher return on investment.
The subsequent sections will delve into the various design elements, construction materials, logistical considerations, and strategies for maximizing the impact of this type of trade show exhibit. It will further explore options for customizing these displays to reflect specific brand identities and marketing objectives.
1. Open Floor Plan
The open floor plan is not merely an architectural detail; it is the very soul of a trade show island display. It dictates the narrative, the interaction, and ultimately, the success of the exhibit in capturing and retaining attention amidst the cacophony of the trade show floor.
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Unrestricted Accessibility
An open design eliminates barriers, both physical and psychological. Unlike linear booths that dictate a specific entry point, island displays with an open floor plan invite attendees from all directions. This creates a sense of inclusivity and encourages exploration, making the display more approachable and less intimidating.
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Enhanced Visibility
With no enclosed walls obstructing views, an open layout maximizes visibility. Products, demonstrations, and key messaging are readily apparent to passersby, drawing them in from a distance. This heightened visibility translates directly into increased foot traffic and a greater opportunity to engage potential clients.
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Fluid Traffic Flow
The open design allows for a natural and intuitive flow of traffic within the display. Attendees can move freely from one area to another, exploring different product showcases or interactive exhibits without feeling confined or directed. This fosters a more relaxed and engaging experience, allowing for deeper interaction with the brand.
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Adaptable Space Configuration
An open floor plan offers unparalleled flexibility in configuring the space to meet specific needs. Whether it’s creating distinct zones for product demonstrations, meeting areas, or interactive displays, the open layout allows for easy customization and adaptation. This adaptability ensures the display remains relevant and effective throughout the duration of the trade show.
The open floor plan, therefore, is not just a design choice but a strategic imperative for island displays. It shapes the attendee experience, amplifies brand visibility, and ultimately drives engagement and lead generation. Its influence is undeniable, turning mere exhibition space into a dynamic and captivating brand showcase.
2. Strategic Space Utilization
The very essence of a successful trade show island display lies not just in its size, but in the considered application of “Strategic Space Utilization.” It is a delicate balancing act, where every square foot must contribute to a cohesive narrative, drawing attendees into the brand’s world. It is about designing an experience that is both engaging and informative, turning the physical limitations of the booth into a boundless opportunity for connection.
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The Psychology of Flow
Space utilization extends beyond mere physical layout; it delves into the psychology of movement. A carefully planned pathway guides visitors through the display, highlighting key products or services. This could manifest as a deliberate funnel directing traffic past interactive demos before reaching a consultation area, or a circular design encouraging exploration. The goal is to orchestrate the visitor’s journey, shaping their perception of the brand with each step.
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Verticality and the Illusion of Grandeur
Limited square footage need not limit ambition. Strategic space utilization often incorporates vertical elements – towering displays, hanging banners, or elevated platforms – to create a sense of grandeur and draw the eye upwards. This not only maximizes visibility across the crowded trade show floor but also allows for the creation of distinct zones within the booth, separating product categories or service offerings.
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Negative Space as a Tool
In the pursuit of maximizing display area, the importance of negative space is often overlooked. Open areas within the booth provide breathing room, preventing the space from feeling cluttered or overwhelming. These pockets of calm offer attendees a chance to pause, reflect, and absorb the information presented, ultimately enhancing engagement and retention.
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Multi-Functional Zones
A truly strategic approach to space utilization recognizes that a single area can serve multiple purposes. A demonstration stage can transform into a meeting space after a presentation, or a product display area can double as a networking lounge during quieter periods. This adaptability ensures that every inch of the booth is working to its full potential, maximizing ROI and minimizing wasted space.
Strategic space utilization is the art of transforming a finite area into a dynamic and compelling brand experience. It is about understanding the psychology of the visitor, maximizing visibility, and creating a space that is both inviting and informative. Only through this thoughtful approach can a trade show island display truly stand out from the crowd, capturing attention and driving meaningful results.
3. Immersive Brand Experience
At the heart of effective trade show engagement resides the immersive brand experience. It is not merely about presenting a product or service; it’s about creating a holistic environment that envelops attendees in the ethos, values, and narrative of the brand. Island displays, with their expansive footprint and unobstructed accessibility, offer an ideal canvas for crafting such experiences.
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Sensory Engagement: A Symphony of the Senses
An immersive brand experience transcends the visual. Island displays offer the opportunity to engage all five senses. Tactile experiences, such as interactive product demonstrations or material samples, allow attendees to physically connect with the brand. Auditory elements, from ambient soundscapes to targeted audio presentations, can shape the mood and convey key messages. Olfactory elements, carefully chosen scents that align with the brand, can evoke memories and associations. Even taste, through curated refreshments or product samples, can become part of the immersive narrative. This sensory symphony creates a more memorable and impactful encounter.
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Storytelling Environments: Weaving a Narrative Web
An island display, properly conceived, becomes a three-dimensional story. The architecture of the booth, the layout of the space, and the design of the graphics all contribute to a cohesive narrative. Attendees are not just viewing a product; they are stepping into the brand’s world, experiencing its history, its values, and its vision for the future. The story can be told through interactive displays, video presentations, and even through the design of the staff uniforms, each detail reinforcing the overarching message.
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Interactive Engagement: The Power of Participation
Passive observation yields limited engagement. An immersive brand experience actively involves attendees. Interactive displays, such as virtual reality experiences, gamified product demonstrations, or touch-screen interfaces, allow visitors to participate in the brand story. This active participation fosters a deeper connection and increases the likelihood of recall. By empowering attendees to explore and interact, the island display becomes a catalyst for meaningful engagement.
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Personalized Experiences: Tailoring the Message
In a world of mass marketing, personalization is paramount. Island displays offer the opportunity to tailor the brand experience to individual attendees. Staff can engage in personalized conversations, addressing specific needs and interests. Interactive displays can gather data, providing customized content or recommendations. By recognizing the unique value of each visitor, the immersive brand experience becomes more relevant and impactful.
The connection between immersive brand experiences and trade show island displays is symbiotic. The displays provide the physical space and structural freedom to create such experiences, while the experiences themselves justify the investment in a large-format exhibit. Through strategic design, sensory engagement, compelling storytelling, interactive elements, and personalized touches, a trade show island display can transcend the limitations of a mere booth and become a portal into the brand’s world, fostering lasting connections and driving tangible results.
4. Traffic flow optimization
Within the bustling ecosystem of a trade show, an island display stands as a singular entity, a self-contained world designed to attract and engage. Yet, its success hinges not solely on aesthetics or product offerings, but critically on how attendees navigate its terrain. “Traffic flow optimization,” therefore, becomes a silent architect, shaping experiences and influencing outcomes within this microcosm of commerce.
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The Beacon Effect: Visual Cues and Spatial Navigation
Consider the inherent human instinct to follow visual cues. A brightly lit product display, a strategically placed video screen, or even a carefully positioned brand ambassador can act as a beacon, drawing attendees into the heart of the island. Traffic flow optimization leverages this instinct, guiding individuals along predetermined paths that maximize exposure to key messaging and product showcases. Think of it as a carefully choreographed dance, where visual signals subtly direct the dancers across the stage.
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Decompression Zones: Creating Moments of Respite and Engagement
The trade show floor is a sensory overload. Attendees are bombarded with sights, sounds, and information. Savvy exhibitors understand the need for decompression zones within their island displays. These are areas of relative calm, perhaps a comfortable seating area or a visually appealing display of nature, designed to offer respite and encourage deeper engagement. By strategically placing these zones, exhibitors can control the pace of interaction, allowing attendees to absorb information at their own speed and fostering a more meaningful connection.
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The Bottleneck Effect: Identifying and Eliminating Congestion Points
An island display, however well-designed, can suffer from the “bottleneck effect.” This occurs when certain areas become congested, impeding the flow of traffic and preventing attendees from fully exploring the exhibit. Common causes include poorly placed product demonstrations, narrow walkways, or an inadequate number of staff to handle inquiries. Traffic flow optimization seeks to identify and eliminate these bottlenecks, ensuring a smooth and efficient flow of attendees throughout the display. It’s akin to unclogging a drain, allowing the vital energy of potential customers to circulate freely.
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Interactive Elements as Navigation Aids: Guiding Exploration Through Engagement
Interactive displays, such as touch screen kiosks or virtual reality experiences, can serve as both engagement tools and navigation aids. By strategically positioning these elements, exhibitors can guide attendees through the island display in a logical and engaging manner. Each interaction becomes a step in the journey, revealing new facets of the brand and its offerings. It transforms the island display into an active learning environment, where exploration is rewarded with knowledge and insight.
In essence, traffic flow optimization transforms a static space into a dynamic and engaging experience. It is the unseen hand guiding attendees through the island display, shaping their perception of the brand and influencing their purchasing decisions. By understanding the psychology of movement and strategically designing the space, exhibitors can harness the power of traffic flow optimization to maximize their impact and achieve their trade show objectives. The island display then transcends its physical limitations, becoming a powerful tool for connection, engagement, and ultimately, success.
5. Maximum Visibility
In the competitive arena of a trade show, an island display stakes its claim not just with size, but with the strategic deployment of “Maximum Visibility.” It’s the art of piercing through the visual noise, ensuring the brand’s message resonates far beyond the confines of its physical space. This visibility isn’t accidental; it’s engineered, carefully crafted to capture attention and leave a lasting impression.
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Elevated Structures: Reaching for the Horizon
On a crowded trade show floor, where booths jostle for attention, verticality becomes a vital asset. Elevated structures, towering signage, and strategically positioned lighting lift the island display above the competition, capturing the eyes of attendees from afar. It’s a modern-day lighthouse, guiding potential customers through the sea of exhibits. The implications are clear: increased visibility translates to increased foot traffic and a greater opportunity for engagement. Imagine a solitary ship, spotting a beacon across a vast ocean – the elevated structure serves the same function, drawing attention and signaling opportunity.
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Unobstructed Sightlines: The Power of Openness
Unlike linear booths, often confined by walls and limited vantage points, island displays inherently offer unobstructed sightlines from all directions. This openness allows potential customers to grasp the essence of the brand from a distance, without feeling compelled to enter. The design choices become crucial: placement of key products, the use of color and imagery, and the overall aesthetic must work in harmony to project a clear and compelling message. It is akin to a theater in the round, where the stage is visible from every seat, ensuring all audience members are equally engaged.
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Strategic Lighting: Illuminating the Message
Lighting is more than just illumination; it’s a tool for shaping perception. Strategic lighting can highlight key products, create dramatic focal points, and evoke specific emotions. Warm lighting might invite attendees into a relaxed meeting area, while bright, focused lighting could emphasize a new product launch. The skillful manipulation of light and shadow can transform a mundane display into a captivating spectacle. Think of a museum curator using lighting to guide the viewer’s eye, drawing attention to specific details and enhancing the overall experience of the exhibit.
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Branding Consistency: A Unified Visual Identity
Maximum visibility isn’t just about being seen; it’s about being recognized. Consistent branding across all elements of the island display from signage and graphics to product packaging and staff uniforms reinforces brand identity and creates a unified visual message. This consistency allows attendees to instantly identify the brand, even from a distance, fostering familiarity and trust. The effect is similar to recognizing a familiar face in a crowd; the consistent visual cues trigger a sense of recognition and connection.
These elements of maximum visibility, when orchestrated effectively, transform a trade show island display into a powerful marketing tool. It’s not merely about occupying space; it’s about commanding attention, delivering a compelling message, and creating a lasting impression in the minds of potential customers. The island display becomes a beacon, a stage, and a unified brand experience, all designed to maximize its visibility and drive tangible results.
6. Customizable configurations
The story of a trade show island display begins with a blank canvas, a raw space awaiting transformation. Its potential, however, remains dormant until the guiding hand of “Customizable configurations” breathes life into it. This element, more than mere aesthetics, dictates the exhibit’s effectiveness. Consider a tech startup unveiling its revolutionary AI platform: a rigid, pre-fabricated display would scarcely capture the dynamism and innovation at the heart of their brand. Only through meticulous tailoringcustom-built demo stations, interactive screens integrated seamlessly into the structure, and lighting designed to highlight key product featurescan the display truly embody the essence of their offering. The cause-and-effect is stark: Generic displays fade into the background; customized configurations command attention and drive engagement.
Conversely, the tale of a heritage brand seeking to reinforce its legacy takes a different form. Here, customization might prioritize the use of natural materials, warm lighting, and historical imagery woven subtly into the design. The configuration would focus on creating an atmosphere of trust and familiarity, a tangible manifestation of the brand’s enduring values. For example, a luxury watchmaker might commission a custom-built display featuring handcrafted wood and glass, mirroring the artistry and precision of their timepieces. The result is not merely a display, but an experiencea journey into the brand’s rich history and unwavering commitment to quality. The practical application is clear: customizable configurations enable brands to authentically project their identity, fostering stronger connections with their target audience.
Ultimately, the success of a trade show island display hinges on its ability to transcend its physical limitations and become a powerful communication tool. While pre-fabricated options offer convenience, they often lack the nuance and authenticity needed to truly resonate with attendees. The challenge lies in striking a balance between customization and practicality, ensuring that the display not only reflects the brand’s unique identity but also meets budgetary and logistical constraints. Nevertheless, the understanding that lies in embracing customizable configurations is not just a design choice, but a strategic imperative that dictates its impact and long-term return on investment in the competitive trade show landscape.
7. Integrated technology
Once, a trade show island display served primarily as a static showcase, a physical manifestation of a brand’s presence. Now, however, a seismic shift has occurred, driven by the relentless advance of “integrated technology.” This is no mere additive element, but a transformative force, reshaping the very essence of these displays and dictating their effectiveness in an increasingly competitive landscape. Consider the stark contrast between a traditional display, relying on static banners and printed brochures, and a modern counterpart, infused with interactive touch screens, augmented reality experiences, and real-time data analytics. The former, while perhaps visually appealing, remains a passive entity, while the latter becomes a dynamic hub, actively engaging attendees, gathering valuable insights, and fostering meaningful connections.
The practical implications are profound. Integrated technology empowers exhibitors to create personalized experiences, tailoring content and interactions to individual attendee profiles. Imagine a potential customer approaching an island display and being greeted not with a generic sales pitch, but with a customized presentation showcasing solutions directly relevant to their specific needs. This level of personalization, once relegated to the realm of science fiction, is now readily achievable through the integration of CRM systems, facial recognition software, and interactive content management systems. Moreover, technology facilitates data collection and analysis, providing exhibitors with invaluable insights into attendee behavior, product preferences, and overall booth effectiveness. This data-driven approach allows for continuous optimization, ensuring that the display remains relevant, engaging, and aligned with evolving customer needs. A case in point involves a major automotive manufacturer that incorporated eye-tracking technology into its island display, allowing them to analyze which features of their vehicles were attracting the most attention and adjust their marketing strategy accordingly.
The integration of technology into trade show island displays presents both challenges and opportunities. The initial investment can be significant, requiring careful planning and execution. However, the potential returns are substantial, ranging from increased lead generation and brand awareness to improved customer engagement and data-driven decision-making. As technology continues to evolve, the boundaries between the physical and digital worlds will blur further, transforming trade show island displays into immersive, interactive experiences that seamlessly integrate with attendees’ digital lives. To remain competitive, exhibitors must embrace this shift and strategically leverage technology to create displays that not only capture attention but also foster lasting connections and drive tangible business results. It represents a fundamental shift, turning a once static element into a powerful, dynamic element that helps bring brands and their customers closer together.
8. Lead generation
The expansive footprint of a trade show island display presents an opportunity: to capture the attention of a concentrated target audience. However, mere visibility is insufficient. The purpose of the island, its architecture, and its interactions converge on a singular objective: lead generation. The story of a successful exhibit is not written in the number of brochures distributed, but in the quality of contacts made, the seeds of future business relationships planted. The physical space becomes a carefully curated funnel, guiding potential customers from initial curiosity to qualified lead. Think of it as a fishing expedition. A sprawling net might catch more fish, but a carefully baited hook will catch the desired species. The island is the hook; lead generation, the prized catch.
The methods are diverse, ranging from the subtle to the direct. A strategically placed QR code, inviting attendees to download a white paper in exchange for contact information, represents a straightforward approach. More nuanced techniques involve creating interactive experiences that naturally solicit information, such as a product demonstration requiring registration or a contest offering a valuable prize. The key is to provide value in exchange for data, ensuring that the interaction is mutually beneficial. For example, an island showcasing advanced manufacturing equipment might offer personalized consultations with engineers, gathering project details and contact information during the session. The value proposition is clear: expert advice in exchange for the opportunity to nurture a potential sale. This method is not only effective in generating leads but also in qualifying them, identifying prospects with genuine interest and immediate needs.
The pursuit of lead generation in trade show island displays presents its share of challenges. The sheer volume of attendees can be overwhelming, making it difficult to identify and prioritize the most promising leads. Furthermore, the cost of building and operating an island display is substantial, demanding a measurable return on investment. Despite these hurdles, the potential rewards are significant. A well-executed lead generation strategy can fuel sales pipelines for months or even years, contributing significantly to a company’s bottom line. The island, therefore, becomes more than just a marketing expense; it is an investment in future growth, a strategic asset in the ongoing pursuit of new business. The story ends not with the dismantling of the exhibit, but with the cultivation of the relationships forged within its walls, the conversion of leads into loyal customers, and the realization of the island’s ultimate purpose: to generate opportunity.
Frequently Asked Questions
Navigating the complexities of trade show island displays often raises several fundamental questions. The answers provided aim to clarify common concerns, drawing from established practices and strategic insights.
Question 1: What defines a “trade show island display” beyond its location?
The term describes an exhibit configuration characterized by its freestanding nature and accessibility from all four sides. Its prominent position in the trade show layout and open design set it apart. It is not merely a larger booth but a strategic approach to maximizing visibility and engagement.
Question 2: How is ROI effectively measured for these larger exhibits?
The return on investment extends beyond immediate sales. It encompasses brand awareness, lead generation, and relationship building. Tangible metrics such as leads captured and sales generated are coupled with intangible benefits like brand perception and competitive advantage, providing a holistic assessment.
Question 3: What common pitfalls should be avoided in island display design?
A frequent misstep involves neglecting traffic flow. Overcrowding or poorly designed pathways can hinder attendee engagement. Insufficient staffing and unclear messaging can also undermine the effectiveness of the exhibit. Careful planning and visitor-centric design are crucial.
Question 4: What role does technology play in enhancing island display performance?
Technology serves as an engagement multiplier. Interactive displays, virtual reality experiences, and data analytics provide opportunities to capture attention and gather valuable insights. The key is to integrate technology purposefully, aligning it with the brand narrative and strategic objectives.
Question 5: How important is pre-show promotion in the context of island displays?
Pre-show promotion is not merely advantageous; it is indispensable. Announcing the brand’s presence and detailing the exhibit experience generates anticipation and drives traffic. Email marketing, social media campaigns, and targeted advertising are vital components of a comprehensive pre-show strategy.
Question 6: What are the post-show considerations after exhibiting with an island display?
Post-show follow-up is where potential is converted into results. Timely outreach to leads, analysis of data collected, and evaluation of overall exhibit performance are critical steps. It is not enough to simply exhibit; the investment must be leveraged to generate lasting business value.
The effectiveness of trade show island displays is contingent upon meticulous planning, strategic execution, and diligent follow-up. Understanding and addressing these key considerations is paramount to achieving desired outcomes.
The subsequent section explores advanced strategies for maximizing the impact of trade show island displays.
Trade Show Island Displays
The arena of trade shows demands careful planning, an eye for design, and an unwavering commitment to achieving business objectives. Consider these strategic imperatives to elevate the impact of any island exhibit.
Tip 1: Define Clear Objectives
Begin with a clearly defined objective for the island exhibit. Is it to launch a product, generate leads, or solidify brand recognition? The answer dictates every subsequent decision. A launch requires demonstration space; lead generation necessitates data capture mechanisms; branding demands visual consistency. Ambiguity dilutes impact.
Tip 2: Design for Engagement, Not Display
Resist the temptation to merely showcase products. Design for interaction. Integrate touch screens, virtual reality experiences, or hands-on demonstrations. Engage attendees actively; make them participants, not observers. A passive audience is a lost opportunity.
Tip 3: Master the Art of Visual Hierarchy
Guide the attendee’s eye. Prioritize key messaging and product highlights. Employ strategic lighting, bold graphics, and uncluttered space. Do not overwhelm; instead, direct attention. A confused visitor is a lost visitor.
Tip 4: Embrace the Power of Storytelling
Transform the exhibit into a narrative. Weave a compelling story around the brand, its products, and its values. Use visuals, audio, and interactive elements to immerse attendees in this story. A memorable narrative fosters a lasting connection.
Tip 5: Prioritize Staff Training
Equip the exhibit staff with comprehensive product knowledge, effective communication skills, and a clear understanding of the objectives. They are the face of the brand, the ambassadors of its message. A well-trained team amplifies the impact of the exhibit.
Tip 6: Leverage Data Analytics for Optimization
Implement mechanisms for tracking attendee behavior and gathering data. Analyze traffic patterns, engagement levels, and lead generation metrics. Use these insights to optimize the exhibit in real-time. An informed strategy yields superior results.
Tip 7: Pre-show and Post-show Outreach: the power of before and after.
Pre-show and Post-show outreach builds and maintains momentum. Announce presence, drive traffic, and generate anticipation. After the show, follow up on the leads, nurture the engagements, and analyze feedback, leading to sustained relations.
The cumulative effect of these strategic imperatives is a trade show island display that transcends mere visibility. It becomes a potent instrument for achieving business objectives, forging lasting connections, and solidifying brand recognition. The implementation of these practices is a commitment to excellence, a pursuit of measurable results, and an investment in future growth.
The next section will delve into case studies of successful and unsuccessful trade show island display implementations.
Trade Show Island Displays
The preceding exploration has charted the landscape of trade show island displays, outlining their function, design, and strategic significance. From optimizing traffic flow to harnessing integrated technology, a central theme has emerged: purposeful design predicated on desired outcomes. A successful island display operates not as a static exhibit, but as a dynamic stage, carefully constructed to engage attendees, convey brand narratives, and ultimately, generate quantifiable results.
Yet, the mere presence of an expansive island display does not guarantee triumph. The investment demands foresight, meticulous planning, and unwavering commitment to strategic execution. A trade show island display is more than a space, it is a calculated stage that requires the brand to connect with people’s needs. Failure to embrace such principles risks transforming what could have been a potent asset into a costly misstep. The choice remains: to approach it strategically, building a calculated stage for connection, or to allow it to devolve into another empty exhibition space.
