a 27.000 square foot exhibit set as a Hollywood back lot. It showcased 100+ applications in lifestyle environments on a grand scale.

1. Cover
MY WORLD
Exhibit
NCTA Industry Exhibit at
THE CABLE SHOW 2010
Design for:
Design by:
PAGE - 1

2. With the challenge clearly laid out, and with the
added challenge of doing more for less and doing
P11: Misc_select better than just the year before, the team met in
NCTA's DC offices for an all day design
charette.
And advance briefing had laid the germ of the
idea - Create a HOLLYWOOD BACK LOT and
MY WORLD Cable Studio to serve as the
showcase in 2010. It combined all the
excitement of CABLE TV; Hollywood movies;
Emmy Winning new shows and put it in a format
that allowed the creation of a variety of homes,
offices, schools, apartments, hotels, and parks -
any location where cable can reach the
Event Concept consumer.
What creative solution can be found
to put a cohesive look and feel to an
exhibit that features over 100 real
time technical demonstrations of
next generation technology and
services offered up by the cable
industry in every corner of the
United States?
That is challenge put to THE
FREEMAN COMPANIES by the
National Cable Television
Association. With a schedule and
design scope that would challenge
any design department, the Account
team turned to the Freeman
internal creative group and asked
"where would you go - out there -
to find someone to design
something we can plan, visualize,
draw, build and install in less than 4
months?
Design Contact.
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3. Event
Experience Map
All these design influences were then
organized into a floor layout that
helped support the NCTA message
that Cable was no longer tethered to
the set top box in the living room or
den - that it could be found
anywhere and everywhere a cable
could be laid, or a wi-fi or wi-MAX
signal could reach.
The flow was laid out to start with
the "control room" and revolve
around the single family home, the
traditional core of the customer
base.
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4. Multiple Living rooms had to be created to
P1: Groundplan
showcase the many offerings of regional
suppliers; even a kitchen figured into the
equation. So too did a movie theater to talk
about the advent of 3D in the home, a park
for train station and a park for the mobility
story, and a hotel sports bar and spa to
showcase out of home solutions.
Event Concept
Design influence came from all
aspects of the concepts foundation
and constituencies. The design
research team dug out hundreds of
reference visuals from back lots,
studios, and movie sets as well as
real life locations from parks,
theaters, hotels, sports bars, game
rooms and even a health spa. These
locations where then fitted into the
plan. The movie studio conceit
provided flexibility in location and
also allowed for builidng the exhibt
as "sets' helping to control build
costs as well.
3 © 2010 - DESIGNCONTACT PAGE - 4 © 2010 - DESIGNCONTACT

5. P2: Birdseye
Birds Eye View
It all came together in this ground
plan - a sweeping overhead view of
the 27,000 square foot installation.
The map shown here was
incorporated into a smart phone
based interactive program that
helped guide visitors through 2
dozen lcoations with over 100
product demonstrations.
Using the concrete floors of the
LACC back lot streets and even
Hollywood Blvd's Walk of Fame
were part of the scene.
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PAGE - 5

6. P11: Misc_select
My World
Studios
Control Room
The front door of the exhibit was a
studio entrance that lead up to a
deck overlooking the show floor.
Stucco walls adorned with movie
style posters drew in the crowds.
From the studio deck visitors
viewed a multi screen orientation
presenation, looked at maps and had
a great view of three key areas. The
Single Family home, Hotel (both on
following pages) and the Community
Center, highlighted here,
demonstrating the industry
commitment to making broadband
broadly accessible to all Americans.
5 © 2010 - DESIGNCONTACT PAGE - 6

7. P12: Misc_main
In this reverse shot you can see the
sweeping hand rail with way finding
maps and some of the 12 video
screens overhead. Below in the
foreground are dozens of "Walk of
Fame" stars featuring the names of
the foremost regional and national
cable stations.
This location served as a jumping off
point for studio tours and executive
briefings.
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PAGE - 7

8. P9: House_select
The Single
Family Home
The centerpiece of the exhibit was
the single family home. This fully
appointed house featured a fully
digital kitchen, living room, home
office and boys bedroom - loaded
with video games of course.
Contemporary styling with some
traditional overtones made the
home warm and welcoming.
Note the thickness of the door way
arches - all cables and power ran
through fully accessible double walls
carefully concealed with mouldings
and other decorative details.
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9. P10: House_main
Part of the success of the program
was giving each location a clear
identity through its facade, while
maintaining a strong sense of an
inner life.
The use of windows and doorways
carefully placed to offer a glimpse of
what was going on inside was a key
part of the design approach. You
will find this technique used in
virtually every location in the
exhibit.
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PAGE - 9

10. P7: Loft Townhouse_select
Loft And
Townhouse
To express the variety of residential
markets cable reaches into, and the
different ways these customer use
cable, we elected to create an urban
loft and a semi-urban town house
setting to showcase services directed
at these demographics. Again the
facades helped set the scene, with a
SoHo cast iron inspired loft building,
and a brick faced condominium town
home helping us define the
demographics. Inside the
appointments were more
contemporary, rich and upscale to
match the target customer.
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11. P8: Loft Townhouse_main
While staying carefully within the
bounds of the "sound stage" conceit,
we sought to capture the real life
atmosphere of loft style living. The
space featured weathered painted
brick, oak beams and arched
windows. There was even a mock
second level duplex floor.
Furnishings straight out of the West
Elm catalogue set the tone for the
room along with carfully placed
accents.
And yes- the TV image is a real HD
picture.
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PAGE - 11

12. P15: Theater_select
The Mabel
3D Theater
Cable began with retransmission
and commercial free theatrical
release movies - but has since
gone on to create awarding
winning television programming
of all types. The MABEL theater
was created to celebrate these
award winning shows, and the
inside was built as a full 7.1
surround sound 3D movie
theater to demonstrate the
future in entertainment.
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13. P16: Theater_main
This art Deco edifice (named for
one of an early pair of Cable
spokesmen, (Able and Mabel
Cable) celebrated the past while
looking to the future. This back
lit edifice was visible throughout
the MY WORLD studios and the
booming base notes emanating
from it only adding to the
attraction.
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PAGE - 13

14. P13: Outdoor_select
Park And Cafe
A big part of Cable's future is the
ability to deliver customers
content to them while on the
move. Our solution to providing
a framework for that story was
to create a transit platform within
a local park environment. Park
benches, a train platform, bus
stop and even a cafe all helped to
establish the locale and make a
compelling case for mobility.
Every detail was tended to,
including contemporary industry
stories on the covers of the local
newspapers.
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15. P14: Outdoor_main
Each of the areas of the MY
WORLD exhibit flowed one into
the other. Any visitor traversing
main street had a chance to fully
appreciate the breadth of cables
offerings.
The sound stage conceit helped
maintain context as the visitor
traveled from disparate location
to location.
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PAGE - 15

16. P5: Hotel Spa_select
My Hotel
Another big part of the out of
home experience was told in the
MY HOTEL and SPA locations.
A fully appointed hotel room
with cable powered internet,
phones, television and even
window shades helped tell the
story of the complete cable
solution for the hospitality
industry.
In the spa not only did cable
entertain, but the system also
allowed guests to track their
performance on the equipment
and record it for later use.
15 © 2010 - DESIGNCONTACT PAGE - 16

17. P6: Hotel Spa_main
The hotel was created to cover
many bases, and besides the
hotel room overlooking the
main street, a trip inside took us
to a Concierge center for travel
information, a self check in
kiosk, and a fully equipped guest
internet lounge. There was
also an adjacent game room and
sports bar. (seen on the next
pages)
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PAGE - 17

18. P3: Bar_select
My Hotel, Lobby
& Sports Bar
A classic ESPN style club lay
beyond this consumer internet
access point. Of course, many
types of relevant applications
were demonstrated here,
including the support of in room
paid programming and on
demand content.
The atmosphere was completely
different from either the
residential space or the out of
home park areas. This only
reinforced the breadth of the
cable franchise.
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19. P4: Bar_main
A classic ESPN style sports bar
lay beyond the lobby and was
the climax of the story. Walls of
3D televisions demonstrated the
power of the medium in sports
programing and several 3D
equipment makers demonstrated
their solutions. The atmosphere
was pure excitiment with intense
lighting, lots of screens, gleaming
chrome and aluminum, with the
familiar and comfortable leather
booths making everyone feel
right at home.
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PAGE - 19

20. Credit where credit is due.
We were pleased to have been retained by THE FREEMAN COMPANIES to design this project
with their team. Equally we were appreciative of the trust they put in us as we enjoyed a direct
working relationship with their clients - NCTA and DOBSON & ASSOCIATES - allowing an
open, productive and rewarding work process. We believe the results, illustrated in only a small
part in this book, are a testament to the success of these relationships.
CLIENT:
NCTA - The National Cable Television Association
Barbara York Senior Vice President, Industry Affairs
Mark Bell Vice President, Industry Affairs
CLIENT'S EVENT AGENCY:
Dobson and Associates
Our Clients - FREEMAN:
Joyce Rosinski
Mac Mackenzie
Marion Miljevic
John Dreyfuss
FREEMAN FABRICATION - Grand Prairie
Stuart Stapp - General manager
The principal photography in this book is by Jim Douglass
with additional photography by Mac Mackenzie.
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21. Tony Castrigno – Senior Partner /CEO John Moyik Jr. – Managing Partner – VP
INTELLIGENT SPACE
+ EXPERIENCE DESIGN The Design Contact Team for this project included many contributors:
Tony Castrigno Creative Director and Designer Jason Courson -3D Modeling, and Rendering
John Moyik Production Team Management Ryan Palmer -3D Modeling, and Rendering
Elke Schnitker - Designer and Design Manager Timothy Overstreet -3D Modeling, and Rendering
Melissa Shakun - Designer and Drawings Manager Moe Attia - Drafting
Melinda Lee - Graphics and Rendering Kimberly Parkin - Documentation
115 W 27TH ST Krista Gall - Art Direction and Properties coordination Ramzi Khalil - Documentation
NEW YORK, NY 10001 Ben Krall - 3D Modeling, Rendering and Drawing
+1.212.924.3151
www.designcontact.com
For further information about DESIGNCONTACT our services, and our sister
company DC CONNECT, visit our web site at www.designcontact.com or contact:
Tony Castrigno, Senior Partner | CEO John Moyik, Jr., Managing Partner | Vice President
Tony.Castrigno@DesignContact.com or John.Moyik@DesignContact.com
+1.212.924.3151 x 2942 +1.212.924.3151 x 2944.
The images and photos are © THE FREEMAN COMPANIES. The content is © 2010 DESIGNCONTACT . They may
not be reproduced or distributed, nor used to promote any services or offering other than that of Design Contact, Inc.
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