Challenge
3M faced the challenge of redefining its brand presence at CES 2025. Known for its innovations in consumer adhesives and industrial solutions, 3M wanted to shift perceptions, emphasizing its role as a problem-solver across industries like automotive, technology, and climate change. The goal was to communicate how 3M simplifies complex challenges with science-driven solutions. This required an exhibit that could cut through the noise of CES, attract high-level B2B connections, and deliver a bold, unified message.
Vision
3M envisioned a visually striking, narrative-driven exhibit that showcased its leadership in solving complex global problems. The company aimed to position itself as the “uncomplicator,” delivering elegant, practical solutions in an increasingly complex world. Key goals included:
- Attracting high-profile B2B interactions with companies like Hyundai and BMW.
- Launching four collaborative initiatives focused on climate change, mobility, consumer solutions, including electronics, and workforce development.
- Creating a modular, engaging space that balanced immersive storytelling with functionality for meetings and networking.
- Positioning itself as a thought leader across industries via a presentation program and space that would allow the company to launch products and offer a daily thought leadership program.
- Create a space and experience with its own technical experts to engage potential customers, beginning the uncomplication process in real-time.
STAR Solution
STAR partnered with 3M to design a 50’x70’ immersive exhibit that reflected 3M’s message of “uncomplicating” complexity. The booth featured:
- LED tiles with dynamic content highlighting 3M’s innovations in consumer electronics, automotive solutions, and climate technology.
- Analog, hands-on elements to encourage visitor interaction, aligned with key CES themes like AI, data centers, and sustainability.
- A simple yet impactful layout that facilitated intuitive traffic flow while maximizing B2B engagement opportunities.
- Private and semi-private meeting spaces to support in-depth conversations with potential partners and stakeholders.
- Co.Lab space to allow 3M technical experts to provide more in-depth demonstrations around technologies and solutions.
- STAR also managed content development, 3D design, and on-site execution, ensuring a seamless process from concept to completion.
Impact
3M’s presence at CES 2025 was a standout success. The exhibit’s bold messaging and innovative design earned it recognition among the top 30 exhibits at CES, with potential to rank in the top 20. Key outcomes included:
- High-profile B2B meetings with potential partners like Hyundai and BMW, fostering new collaboration opportunities.
- Increased brand visibility through storytelling that resonated with media, investors, and influencers.
- Strong engagement metrics, with lead captures facilitated across 3M’s divisions.
- Positive feedback on the booth’s design and narrative, aligning with 3M’s goal to redefine its role in the tech industry.
- Quality leads where potential customers wanted follow up meetings / information on potential partnerships. Lead generation grew 14% year over year.
Conclusion
STAR’s partnership with 3M at CES 2025 successfully brought the brand’s vision to life, showcasing how science and innovation can simplify the world’s most complex challenges. The project highlights STAR’s expertise in strategic exhibit design, storytelling, and flawless execution, solidifying 3M’s role as a leader in technology and innovation.
