Ellen and Company's client, Vista Group Limited requested a new stand to be designed for the 2019 CinemaCon Convention in Las Vegas. The challenge this time was to create a stand without walls or hanging signage as it was felt that walls obscured the views and the hanging signage could be problematic in terms of where it could be hung. I did a brainstorming session with Ellen and Company and then set about rendering various concepts based around the idea of Origami style partitioning allowing people the ability to view the graphics and other products within the stand without being obscured and creating a more free-flowing open plan design. The design challenge with the partitioning architecture was to work out how this would be able to be freestanding when folded so many models were physically made and tested. The tower, furniture and brochure holders were then designed to compliment the origami style, once again many ideas were tested first. Ellen and Company then designed the graphics to wrap around my 3D designs. Vision Media in America then converted my 3D sketchup drawings and my technical renderings into CAD and built the stand and applied the graphics to the surfaces. The entire process from brainstorming to actual finished stand took approximately six weeks to complete. This beta stand design was quite successful and version two will be set up for the CineEurope convention in Barcelona in June 2019.Overall an incredible result considering the very short time frame and complexity of elements, not to mention furniture design as well.   

3D renderings and concepts by Malcom White for Ellen and Company. Client Vista Group Limited