ABB Customer World—an exclusively ABB customer-focused event in the George R. Brown convention Center in Houston, Texas—features a 150,000 SQFT technology and solutions center and hosts over 10,000 ABB customers, distributors and employees. HIGHLIGHTS -- 10,000+ attendees -- 150,000+ SQFT -- 250 Walls -- 196 Directional Sings -- 13 megabooths -- 11 industries -- 4 theaters

1. GEORGE R. BROWN
CONVENTION CENTER
HOUSTON, TEXAS
MARCH 4–7, 2019
—CONNECT. LEARN. LEAD.
ABB Customer World

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Overview
10,000+ attendees | 150,000+ SQFT | 13 megabooths | 245 graphic walls | 11 industries | 4 theaters

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Welcome and registration

4. —
Registration
ABB Customer World began at registration. Attendees
were guided to the registration center by multiple forms
of wayfinding, including the half meter sign and the large
registration and ABB Customer World signs. The registration
desk features a beautiful application of the key visual across all
four panels of the desk.

5. —
Registration
Customers registered and logged in with sleek and modern
digital technologies. Welcome kit included ABB Customer World
welcome book at 54-pages and the new product spotlight
guide. The guide included tiered content tailored to ABB Ability™
offerings and a map to locate those products in the Technology
and Solution Center. It folded down to match the industry zone
post cards, which served as map and entry forms for the social
media game.

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George R. Brown
branding and graphics

7. —
Large branded signage
Each floor of the convention center featured large hanging
signage. The purpose was to direct and provide branded
messaging in key locations.

8. —
Convention center branding—interior
Directional graphics were applied in several formats,
including the large circular floor graphics and the red half
meter directional sign shown. The directional signs were a
great success.

9. —
Large branded signage—ABB logo
Placing the large ABB logo outside of the entrance to the TSC
provided a focal point as attendees entered the show.

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Technology and Solution Center

11. —
TSC—ABB Ability™
ABB Ability™ integration was featured as central to the future
of development at ABB. Each area tied into ABB Ability™. The
white circles mimicked the key visual pattern and the red signage
as guidance to ABB Ability™, implying flow of data between
areas. The red carpet was the central circle of guidance. It also
appealed to US audiences as a VIP or “red carpet” treatment and
highlighted the white displays best. The addition of the lights
brought a depth and sophistication to the center.

12. —
TSC—Industry Zone
11 industries participated in the industry zone. The industry zone
was the first ring outside of the ABB Ability™ center. Each set
of walls featured a consistent layout that visually tied the zone
together. Digital landscapes sat on the left. The right wall, in red,
highlighted that industry’s application of ABB Ability™ as a key
benefit. Custom aisles provided wayfinding to the megabooths.
The end caps, with specific pictograms for each industry, subtly
labeled each zone area.

13. —
TSC—Industry Zone
This example is from the oil and gas industry zone space. It
features a creative use of wall graphics, digital content and
product display. The wall set the context of the oil rig in the
ocean, the video was actual footage of deep sea activities and
the product model offered hands-on inspection opportunities.
Features and benefits are also displayed on the wall in a clean
and consistent manner.

14. —
TSC—Industry Zone
This example is from the food and beverage space. It is a great
example of the clean use of sophisticated and light photography,
digital applications, an infograhic approach, as seen on the
right wall, and a benefits area, as seen on the left wall. It is
completed with a meeting space. To the right is an example of
wayfinding on the endcaps. It was a cost-effective and creative
use of a space that already exisited. It also provided a practical
wayfinding benefit from both sides of each industry zone area.

15. —
TSC—Megabooths
Megabooths were successfully set apart by overhead signs. The
red serves as guidance and they were clearly visible anywhere in
the TSC . The advanced manufacturing booth featured a clean,
open layout with a clear central story wall. The excellent use of
wall, digital and product space serves as a best practice example.
The landscape in the control center (front) is projected onto the
screen. Each product selected lights up on its podium to further
highlight the product and enhance the customer experience.

16. —
TSC—Megabooths
The generation booth featured a clean, open layout with brand
elements in an open and compliant design.

17. —
TSC—Digital Control Center
This booth featured a cool use of technology in a dynamic layout.
The circular layout of the landcape screens, projected on the
large monitor, is a great example of using digital content to drive
customer interest and interaction.

18. —
TSC—Smarter Home
Smarter home featured innovative materials and design
excellence. The use of the printed screen and home-like
experience spaces encouraged the customer to interact with
the display and product.

19. —
TSC—Product Displays
This product display is visually clean and easy to understand.

20. —
TSC—Product Displays
This product display successfully implements the red-sided
shadow box. The result is a strong visual draw for the customer
and an excellent highlight of product and benefits.

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Technology and digital content

22. —
Technology and Digital Content
The product displays the ABB Ability™ and wireless solutions
though the use of virutal reality. VR was successfully employed
trhoughout the Technology and Solution Center.

23. —
Technology and Digital Content
Digital wayfinding enhances the customer experience with
search capabilities and product information in addition to maps
and directions. This is complimented with a human connection
at the reception desk.

24. —
Technology and Digital Content
The ABB Ability™ area features displays created for the Center
of Excellence in Houston. They use a six-panel touchscreen
for the ABB Ability™ landscape, VR experience and disruptive
illustrations of ABB Ability™ applications in the real world.

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Customer
engagement

26. —
Customer engagment
The photography near the Formula E car shows a lot of traffic—
a clear customer favorite in a dynamic and interesting display.
The simulators shown on the previous slide also show a high
level of engagement.

27. —
Customer engagment
Excellent display of YuMi® capabilities in an application
that memorably engages customers in a way that is meaningful
to them.

28. —
Customer engagment
Escape room/Success Squad offered attendees an opportunity
to see the application of our safety products in an engaging and
exciting way. The escape room was a huge success with over
1400 attendees engaging in the exhibit.