11,200-sq. ft. Exhibit Debuts at ASTRO
MORGAN HILL, Calif., January 2, 2007—Cyclonix, a creator of dynamic face-to-face sales, marketing and experiential environments has completed an 11,200-square foot exhibit for Varian Medical Systems, a leader in radiotherapy solutions. The exhibit, which was among the largest exhibits on the floor at the ASTRO show, is the largest project to date for Cyclonix—a young company that was launched in April of 2006.
The exhibit completed the transition of Varian’s approach to its exhibit architecture—which was previously an enclosed environment—to a wide-open space. Large-format graphics and bold corporate identity were combined with circular shapes, soft colors and theatrical lighting to reinforce Varian’s image as forward thinking, human and approachable. Educational sessions were integrated through “The Learning Center” an area comprised of a central stage for group presentations and a series of illuminated counters for one-to-one demonstrations. Soft fabric drapes led the eye outward from the central header to the corners of the exhibit where specific product displays and demonstrations were located.
Varian’s concern over working with a young company was quickly overcome by the responsiveness of the Cyclonix team. “We hadn’t originally planned to select a new exhibit supplier right before our largest show, but we saw enough benefit from working with Cyclonix to make the move,” says Shelley Powers, Senior Director of Marketing Programs for Varian. “Our evaluation was based on creativity, responsiveness and cost efficiency.” Powers says a big plus was Cylconix’s multi-disciplinary approach which teamed VP of Sales, Warren Lopez, with VP
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Peter Gallagher—whose background includes both general management and designing award-winning exhibits. This facilitated moving the project forward very quickly within a short time frame. “During meetings, they were able to be agile and make quick, well informed decisions and not have to get back to us later,” says Powers. To further streamline operations, lighting supplier Riverview participated in the project development and—taking advantage of the Cyclonix open-door supplier team policy—a lead person from labor supplier Nth Degree spent time in the Cyclonix shop during fabrication.
Marty McGreevy, President of Cyclonix says his team is proud that their design and execution made a tangible contribution to Varian’s success. “Varian tells us they had a great show and were thrilled with the exhibit,” he says. “That’s what really counts.”
Cyclonix uses creativity and innovative design solutions to bring passion, energy and momentum to exhibits and environments. Capabilities include strategy, design, management and execution. Learn more at www.cyclonixinc.com or by calling (800) 470-0062.
For more information, www.cyclonixinc.com.
