PAUL HOPPE
VISUAL EXPERIENCE DESIGN & DIRECTION
PROCTER & GAMBLE
Phases: Concept -> Design
Global corporation Procter & Gamble sought to showcase their connected products and innovations at the 2019 Consumer Electronics Show (CES) in Las Vegas. 2x4 partnered with P&G to develop a holistic concept to promote their innovations “Rooted in science. Connected to everyday life.” The brand experience for the event featured several of the company’s top brands: SKII, Gillette, Olay, OralB, and Aria.
Our concept, “Life Lab” showcased the science behind P&G’s products. We designed the booth architecture and experience, including branding, digital, and content that highlighted P&G’s approach to innovation and human-inspired design. The 4,000 square foot booth provided an in-depth look at new products and related experiences. At the front of the booth a digital marquis promoted the day’s events, while a theatre at the center of the booth accommodated daily programming. We designed a custom logo, font and visual language for the event, including digital visualizations throughout the booth. “Life Lab” was voted one of the 20 top exhibits from a field of 4,400 at CES 2019.
Created at 2x4
Partner In Charge: Michael Rock
Direction: Chris Kupski, Tim Gambell
Design: Rona Binay, Scott Reinhard, Min Choi
Animation: JaeJin Ee
Life Lab
Role: Visitor Experience Strategy and Design, Content Development, Logo AnimationPhases: Concept -> Design
Global corporation Procter & Gamble sought to showcase their connected products and innovations at the 2019 Consumer Electronics Show (CES) in Las Vegas. 2x4 partnered with P&G to develop a holistic concept to promote their innovations “Rooted in science. Connected to everyday life.” The brand experience for the event featured several of the company’s top brands: SKII, Gillette, Olay, OralB, and Aria.
Our concept, “Life Lab” showcased the science behind P&G’s products. We designed the booth architecture and experience, including branding, digital, and content that highlighted P&G’s approach to innovation and human-inspired design. The 4,000 square foot booth provided an in-depth look at new products and related experiences. At the front of the booth a digital marquis promoted the day’s events, while a theatre at the center of the booth accommodated daily programming. We designed a custom logo, font and visual language for the event, including digital visualizations throughout the booth. “Life Lab” was voted one of the 20 top exhibits from a field of 4,400 at CES 2019.
Created at 2x4
Partner In Charge: Michael Rock
Direction: Chris Kupski, Tim Gambell
Design: Rona Binay, Scott Reinhard, Min Choi
Animation: JaeJin Ee
![](https://freight.cargo.site/t/original/i/bf4b269f32d086372f5dccae885964ac6161ce70ab1213f74c3840768792263c/CES-LifeLab_Edit.png)
![](https://freight.cargo.site/t/original/i/06895896d9ed3151b1ea2d53d606f90209aa6a0f1d0c4b8c4f5ab56cb3e184bc/S05_ALL_LogoFull_v2.2019-08-26-14_50_52.gif)
![](https://freight.cargo.site/t/original/i/59326a919a42d26b4721bc8b4b58c0327d061a191bdd9f171887f07859aed860/Exterior-2400x1800.jpg)
![](https://freight.cargo.site/t/original/i/c9215e7b510fa0fb7637bec7ea32d336af689530e9ca4354a25b6cae615f70ff/Interior-1_B-copy.jpg)