Challenge
For years, 3M's CES presence balanced broad brand visibility with technical depth, serving engineers, decision-makers, analysts, and media all at once. As the show shifted further toward B2B, 3M needed a new approach: one that moved beyond high-traffic showcasing and into structured, meaningful engagement with the right audiences.
Solution
STAR partnered with 3M to reimagine the exhibit from the ground up, segmenting a 50' x 70' footprint into a public-facing front of house and an invite-only experience occupying approximately 70% of the space. The interior guided guests through a curated journey across four key application areas: Consumer Electronics, Automotive, Advanced Manufacturing, and Data Centers. Messaging was intentionally streamlined, putting conversation and subject-matter expertise at the center. A bold "black box" exterior created aisle intrigue, while the controlled interior environment supported focused dialogue, executive walkthroughs, and confidential meetings.
Result
The segmented structure concentrated 3M's resources on its highest-value audiences, enabling deeper technical conversations and more purposeful engagement than previous years. Simplified messaging improved clarity across application areas, and badge scanning in the invite-only zone enhanced post-event lead tracking and follow-up visibility for 3M's internal teams.CES is an important moment for us to connect with partners and showcase how 3M helps customers accelerate time to market. STAR helped us create an environment where those conversations could thrive—and where visitors could clearly see the innovation we enable.
Collin Hummel, Director of Partnerships, 3M
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