Suzuki Exhibit at CES International, Las Vegas
In the heart of the bustling CES International in Las Vegas—North America’s largest trade show—Shepard crafted an immersive experience that captivated the imaginations of the event’s 140,000 attendees. Learn more »
The vision
From January 7-10, 2025, Suzuki marked its first-ever CES appearance with an eye-catching booth that stood out amid 4,500 exhibitors. Shepard leveraged its exhibit expertise to create a space that told a cohesive story about Suzuki's forward-thinking in autonomous vehicle technology.
The design strategy focused on making Suzuki's booth a beacon of innovation, facilitating connections with new partners, and highlighting existing ones, such as Glydways, Applied EV, and Super Carry.
The design
Each vehicle displayed—from work trucks to smaller transit vehicles—was carefully selected to represent the versatility and potential of autonomous technology in high-impact scenarios.
One of the booth’s standout features was the innovative use of LED programming beneath the vehicles. This dynamic display illuminated the story of each vehicle’s capabilities and future roles in society. This feature not only captivated attendees, but also supported in-depth press interactions and stakeholder meetings, allowing Suzuki to effectively highlight their technological advancements.
The booth also drew attention through its sleek, forward-thinking design. Shepard worked closely with the Suzuki team to develop a layout that would draw attention on the jam-packed show floor and truly let the vehicles shine. The end result? A refined and high-impact space featuring crisp whites, bold blues, and vibrant reds.
Strategic collaboration in action
The project showcased Shepard’s expertise in coordinating complex exhibits, bringing together four distinct groups—Suzuki-Carts & Super Carry, Glydways, Applied EV, and DNA—along with over 20 vendors under one cohesive vision. Our collaborative approach focused on listening to each stakeholder’s unique story and integrating these elements into a unified space that exceeded expectations.
Displaying cutting-edge prototypes like Applied EV’s “Black Robot” vehicle from Australia (which had no steering) required innovative solutions. Our team developed custom handling techniques to present each vehicle in its optimal light.
To create an elevated presentation, all vehicles were featured on a raised floor, with some on special risers. Shepard’s Las Vegas team designed custom low-profile dollies for seamless vehicle placement and fabricated specialized ramps to enhance the overall display.
Tech-forward innovations
Our exhibits team leveraged advanced technology to bring the booth to life. The comprehensive storytelling approach included more than 34 strategic video feeds running beneath the raised floor and from ceiling trusses. Twenty-five of these feeds powered custom cubes, while others were integrated into LED screens positioned to maximize visual impact around each vehicle.
The design also incorporated two free-standing custom kiosks with dedicated internet connectivity, enhancing the interactive experience for attendees.
Space optimization was another area where Shepard’s expertise shined. Rather than using traditional ground-supported displays that would consume valuable floor space, we engineered a ceiling-mounted solution for the booth’s largest LED screen. This innovative approach maximized the available area for attendee engagement while creating a more open, inviting environment.
The results
Success for Shepard and Suzuki was measured by the buzz created around the booth and the satisfaction of all the groups involved. The quality of our custom fabrication impressed the partners so much that elements of the booth design were retained for future use.
This project clearly showcased Shepard’s ability to bring a client’s vision to life, ensuring that Suzuki’s innovative strides in autonomous technology commanded the spotlight they earned. The strong partnership and successful execution have positioned Shepard for potential future collaborations with the brand.
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Client
Suzuki
Industry
Automotive
Service Type
Venue
Las Vegas Convention Center
Location
Las Vegas, NV
Year
2025
