Case Study:
Innovating Carrier Networks with a Flexible, Scalable Trade Show Environment
The Client: Corning, a division of Corning Incorporated, Corning Optical Communications leads the industry in fiber optic innovation. Building on more than 170 years of scientific expertise, Corning continues to develop life-changing technologies across glass science, ceramics science, and optical physics. Since the invention of low-loss optical fiber in 1970, Corning has pioneered advances in speed, capacity, and cost-effective network deployment.
RESULTS OVERVIEW
The Need
Corning required a new Carrier Networks exhibit to support their presence at 3–5 major trade shows annually over a 3–5 year period. Key priorities included:
Flexible Booth Design: Primarily a 20×20 configuration, but with the ability to flex down to 10×20 or expand up to 20×30 or larger using rental components.
Optimized Product Display: An exhibit layout that logically and intuitively showcased a wide variety of telecom network products, following the flow of a telecommunications network.
Lightweight Construction: A focus on materials that would minimize shipping, drayage, and storage costs over the lifetime of the exhibit.
Turnkey Management: A trusted partner to handle not only design and fabrication but also warehousing, logistics, long-term maintenance, and periodic updates, in collaboration with Corning’s trade show staff.
The Solution
Exhibit Concepts developed a high-impact exhibit environment for Corning that prioritized flexibility, brand presence, and long-term efficiency. The booth’s modular architecture allowed it to adapt across various footprints—10×20, 20×20, and even 20×30+—while maintaining a consistent and professional brand image on any show floor.
The layout was designed with a product-first mindset, with displays arranged to mimic the flow of a telecom network. This intuitive design helped visitors engage with Corning’s solutions in a logical, easy-to-follow manner, strengthening their understanding of the company’s offerings.
To support cost-efficiency without compromising quality, Exhibit Concepts used lightweight structural materials and tension fabric graphics. These choices minimized shipping and handling costs while preserving the durability and high-end appearance needed for long-term reuse.
Visually, the booth featured high-impact branding elements including a bold black overhead sign, crisp lighting, and dynamic storytelling graphics. These components reinforced Corning’s leadership in optical communications and drew attention across the exhibit floor.
To enhance engagement, integrated video displays and live product demonstrations created an immersive, interactive experience for attendees. Exhibit Concepts also provided full-service operational support—from fabrication and logistics to booth refreshes—ensuring that the display remained fresh, functional, and effective over time.
The Takeaway
The Corning Carrier Networks exhibit successfully blended innovation, education, and strategic flexibility. By focusing on modular design, intuitive product storytelling, and operational efficiency, Exhibit Concepts delivered an environment that not only showcased Corning’s technological leadership but also set the stage for years of successful event marketing and customer engagement.
