USG Booth: Showcasing Innovation and Avant-Garde Design

An Exhibition Stand that Defies Gravity

At the heart of the USG Booth is the Sheetrock ultra-light panel, which is the industry's first lightweight 1.5-inch gypsum panel. The booth itself is constructed entirely from these panels, highlighting their exceptional qualities of extra lightness compared to competitors. The designers wanted to showcase the product's unique features and demonstrate its superiority in a visually striking way.

The design of the booth is also influenced by the recently refreshed USG logo, featuring triangular-trapezoidal-perspective shapes in gray and red. The geometrics of the booth follow this pattern, creating a cohesive visual identity that aligns with the company's branding. The use of these geometric shapes, combined with the lightness of the booth, creates a visually captivating and modern aesthetic.

Standing at an impressive 7.47 square meters, the USG Booth features an inverse pyramidal structure that defies gravity. The structure rises from a single vertex, creating a visually striking focal point that draws attention to the booth. This design choice not only showcases the characteristics of the lightweight systems represented by USG but also creates an open and accessible space for visitors.

The realization of the USG Booth was made possible through the use of the Sheetrock ultra-light panels. These panels were applied for both the walls and ceiling of the booth, creating a seamless and visually cohesive structure. The lightweight nature of the panels allowed for easy installation and ensured the structural integrity of the booth.

Designed for Expo Cihac, the leading event for the construction industry in Latin America, the USG Booth has become a permanent exhibit at the main gate of the USG Puebla factory in Mexico. The booth's innovative design and striking visual presence make it a standout attraction for visitors, showcasing USG's commitment to innovation and excellence.

The USG Booth is a result of months of research and development. The main structure of the booth is formed primarily with steel beams, creating a Vierendeel beam behavior. Unlike a traditional Vierendeel structure, the USG Booth rests on a single point, presenting a unique engineering challenge. To counteract the lack of natural supports, the structure is more robust at its base and becomes more slender as it moves away from its gravitational center.

Overcoming the challenge of designing for the same space for eight consecutive years, the USG Booth is a testament to the design team's creativity and technical expertise. The decision to create a 10-ton, 150-square-meter booth that rests on a single structural point was a bold and innovative choice. The result is a visually stunning and impactful booth that leaves a lasting impression on visitors.

With its innovative design, the USG Booth has received recognition in the form of the Bronze A' Design Award in the Interior Space, Retail, and Exhibition Design category. This prestigious award honors designs that exhibit technical and creative excellence, contributing to improvements in quality of life and making the world a better place.

The USG Booth stands as a testament to the power of design to captivate and inspire. With its innovative use of materials, striking visual presence, and commitment to pushing the boundaries of traditional booth design, it is a true showcase of USG's dedication to innovation and excellence in the construction industry.