The Howard Hughes Corporation's mission is to be the preeminent developer and operator of master planned communities and mixed-use properties. The company creates timeless places and extraordinary experiences that inspire people.
This bold vision was brought to life through an exhibit at the International Council of Shopping Centers RECon show, a trade show for the real estate community. The Howard Hughes Corporation believed that if its campaign is to “Make Extraordinary,” then it should create a fabulous exhibit that represents that very mission.
The objective for Howard Hughes was to break away from the mold with an entirely new exhibit that looked like nothing else on the show floor.
The exhibit needed to perform different functions. By day, it was a meeting space and by night, it became a entertainment space with a DJ, sound system, hospitality bars, and more. Howard Hughes worked with Guild to create the design and rendering of a unique experience for the exhibit, and turned to Freeman to bring this vision to life. Working together, we created the “Design Cube,” a clean and simple 15-foot-tall walled box with extravagant tropical graphics and messaging along the entire exterior. The idea was to create an oasis within the expo hall.
We created a luxury community with giant 15-foot-tall seamless video screens that promoted Howard Hughes messaging and new property developments. Unique, high-end designer furniture was used for private meetings within the space. Vertical metal slat frames created visual interest along all of the walls of the interior area. The green palette flowed with a gradient of color from front to back. The design created an interesting visual effect because depending on where you were standing, the wall would look like a different solid color. The interior walls were translucent and intrigued attendees with a glimpse of the activity within the meeting rooms.
The central feature was “The Tree,” a 16-foot-tall structure with a video ring that moved throughout the day and night. Visually appealing and downright cool, the tree became a natural meeting spot within the exhibit. The carpeted flooring was custom designed from unique artwork created for the space and printed on a textured material to enhance the tropical vibe.
Nothing was ordinary in this exhibit. Even the model stand and reception counter were modern custom shapes that allude to natural stone formations. The video technology seamlessly occupied approximately 800 square feet of vertical wall surface.
The exhibit was truly the talk of the show and the evening party was overflowing with guests. Howard Hughes made good on the promise to “Make Extraordinary.” Visitor comments were very favorable with the emphasis being that this was like nothing else on the show floor. The meeting tables were always busy. Leasing activity was up from previous years. Most importantly, the image of The Howard Hughes Corporation was elevated to high design status at this show unlike ever before.