Project Name: Dell Tech Forum Conference – Special Event
Location: Round Rock, TX, Nashville, TN; Oklahoma City, OK
Architect: Architecture Experience Inc.
Client/Owner: Dell Inc., Haute Rock Creative
Project Types: Corporate marketing event
Project Scope: Exhibit Design, Fabrication, Delivery, Installation
Year Completed: 2018
Project Status: Built
Builder: Architecture Experience Inc., Jerome Morrison, Abe Van Vleck, StencilsLab, Jeff Wilkinson, Ian Seyer, Antonio Garcia, Molowall partitions
Photography: Haute Rock
The Dell Optiplex Event is a traveling showcase of the latest technology and computer accessories at the 25th anniversary of the company, designed for technology sales managers from across the United States. This event features Dell’s mission to lead sustainable manufacturing and delivery, a concept developed under the lead of Haute Rock Creative, a corporate event branding company based in Round Rock, TX. Recycled and recyclable materials with low embodied energy, including high-compressive strength honeycomb cardboard pads and biodegradable print media and packaging, were used to generate the entire exhibit as a modular, light-weight and transportable series of event stations. The stations included a multi-paneled ‘accordion’-style event timeline and a number of vertical displays including retail, education, manufacturing, and healthcare themes, with custom CNC-routed cutout displays to characterize each station. Over thirty color-coded tables and product display stands were fabricated with the honeycomb material in modular arrays, some featuring illuminated lasercut logos and product banners.