The most important goal when designing trade show booths, pop-up stores and product ‘activation’ events is to capture attention and attract walk-up visitors. Marketers spend months and dedicate significant budgets to planning these display structures.
在设计展台、弹出式商店和产品促销活动时，营销人员花费数月时间投入大量的费用来规划活动展示效果，其重要的目的是吸引注意力并吸引步行顾客。
One trend that is assisting their efforts is the availability of versatile, outdoor-durable modular structures. Their components are designed for easy assembly of temporary ‘buildings,’ which can be completely branded, inside and out, for a unique appearance. They can even be outfitted with climate control technologies to help provide greater comfort at events.
在户外展示系统领域，我们推出了款新的产品，我认为这是将来的一个趋势，通用的、户外耐用的模块化展示系统。它们的部件设计源于临时“建筑物”的简单组装，这些临时“建筑物”可以完全贴上商标或者海报，内外都具有独特的设计外观。他们甚至可以配备气候控制技术，用户在体验中可以得到满意的舒适度。
Temporary, but built to last
更多的发展空间
Another option is a free-standing deck that fits on top of the single-storey base model, thus adding a second storey.
这种展示系统既可以做成一个独立的空间，又可以在单层基础模型的顶部增加第二层。
“This allows visitors to take a quiet break from the action by entering the first floor or to go up top and see the whole event,” Bookout explains. “That makes a big impression.”
布考特解释说：“这样一来，客户既可以进入一楼静静地休息一下，或者登上楼去看整个活动。”“这会给人留下了深刻的印象。”
“When you have 10,000 or 100,000 people in a large event space, where there are plenty of distractions, having some sort of uniquely designed structure will help attract the attention of the crowd,” says Tim Bookout, director of sales for Event Architecture, which specializes in building such structures. “On top of that, with climate control, you can shut the doors, you avoid the weather, it’s quieter and you control the lighting. So, compared to tents and other open-air display options, when you use a structure like this, you have total control of the branded environment.”
“当你在一个大型活动空间可以容纳10000到100000人时，那里有很多分散注意力的东西，拥有一些独特的设计结构将有助于吸引人群的注意力，”活动策划总监Tim Bookout说，该公司专门建造建筑。除此之外，通过气候控制，你可以关上门，避开天气，室内很安静，你可以控制照明。因此，与帐篷和其他露天展示系统相比，当你使用这样的结构时，你就完全控制了品牌环境。”
Event Architecture’s structures are usually set up for anywhere from a few days to a couple of weeks, although they are engineered to be sturdy enough to last a couple of years. They are also portable, which is an advantage over many other traditional semi-permanent event structures of the same size.
这种展示系统可以满足品牌活动的时间从几天到几周，或者设计更加坚固的可以用到几年。值得注意的是，他们依然是便携式的，这是一个独有的优势，与许多其他传统的，只能体现一半价值的展示系统，体积相同大小。
“A lot of people today are turning shipping containers into meeting spaces and brand activation structures, but the transport of those structures can be a problem,” says Bookout. “Shipping containers are huge and heavy. Not only will one of them use all of the available space on a truck, but you will also need a crane to lift it off the truck and set it in place.”
布考特说：“现在很多品牌活动公司都会把运输集装箱变成会议空间和品牌活动空间，但这些展示系统的运输可能是个大问题。”“运输集装箱是巨大的、笨重的。他们不仅占用了卡车上的所有可用空间，而且还需要起重机把它从卡车上抬起来，并把它放在合适的位置。
Modular display structures, on the other hand, become more compact for shipping.
这款新型的户外展示系统，便于携带或者航运。
“You can fit several of these structures on a single truck,” says Bookout, “and then it just takes manual lifting or, in some cases, a standard forklift to take one off a truck and set it in place, rather than a crane.”
布科特说：“你可以把这款展示系统安装在一辆卡车上面，然后在你需要的时候，手动升降就可以方便使用了，用标准叉车就可以取下展示系统安装到位，而不是用起重机。”
To accomplish this ease of portability while also ensuring durability, Event Architecture uses aluminum supports, which are engineered for stability and safety. A double layer of a coated fabric membrane and a securely bonded trim called an ‘air cell’ provide rigidity and strength. Once these materials are fitted securely within aluminum framing channels, they are pressurized to create tension.
为了在确保耐久性的同时实现这种便携性，Event Architecture使用铝制支撑，其设计是为了稳定和安全。双层涂层织物膜和一个牢固的粘合装饰称为“空气电池”提供刚性和强度。一旦这些材料牢固地安装在铝框架通道内，它们被加压以产生张力。
“The pump for the pressurizing process is similar to a leaf blower,” says Bookout. “So, it’s like putting a leaf blower on for a minute or two and then you’re done. You just cap it off, and it should be good for a couple of days.”
布考特说：“加压过程的泵类似于鼓风机。”这就像把一个吹风扇开了一两分钟，然后你就完成了。你只要把它盖上，可以“续航”几天了。
Both smaller and larger models are completely weather-resistant and, as mentioned, ready for outfitting with climate control systems, using either a unit that sits in one corner or a fully ducted system that runs along the sides and underneath the floor.
小型和大型展示系统都是完全耐候的，并且如前所述，可以选择位于一个街角的位置或沿街侧边来装配户外展示系统。
A uniquely designed structure can attract attention in a crowd.
独特设计的结构可以吸引人群的注意力。
One size does not fit all
随变尺寸
The modular nature of the structures also means their sizes can be changed. For a single-storey model that is 3 m (10 ft) tall, either 6 or 10 m (20 or 33 ft) wide and 2.4 m (8 ft) deep, the depth can be extended by further increments of 2.4 m, simply by adding more air cells.
整体展示系统的模块化性质也意味着它们的尺寸可以改变。对于3米（10英尺）高、6或10米（20或33英尺）宽、2.4米（8英尺）深的单层展示系统，只要增加更多的组件单元就可以进一步增加2.4米。
Another option is a free-standing deck that fits on top of the single-storey base model, thus adding a second storey.
其中一款展示系统是一个独立的空间，可以在单层系统基础的顶部增加第二层，变成复式结构。
Another single-storey base model is twice as tall, providing a higher ceiling for visitors. It too can be expanded in depth simply by attaching additional air cells.
另外一款展示系统有两倍高，为客户提供很高的天花板。它也可以简单地通过附加组件来扩展空间和展示效果。
“When you have a 6-m (20-ft) high structure that’s 8.5 to 10.7 m (28 to 35 ft) deep, you can create whatever you want inside that environment, from a pop-up store to a restaurant to a nightclub,” says Bookout. “We can even put a deck inside the unit, so there are two enclosed storeys.”
Bookout说：“当你拥有一个6米（20英尺）高，8.5到10.7米（28到35英尺）深的结构时，你可以在那个环境中创造任何你想要的东西，从弹出式商店到餐馆到夜总会。”“我们甚至可以在展示空间内再放置一扇门，把它变成两个变全封闭的楼层或空间。”
The setup for such structures will generally take a few hours for a group of around six people to complete, depending on the specific configuration’s size. This is comparable to most other large outdoor structures used for events. Smaller ‘express’ structures, however, only take a group of three people about 10 minutes to set up.
根据具体配置的大小，此类展示系统的安装通常需要大约6个人几个小时才能完成。这与大多数用于活动现场的大型户外展具相媲美。然而，更小的“Express”结构只需要一组三人，大约10分钟就可以建立起来。
“For those models, the front and back walls are hinged,” Bookout explains. “So, you basically fold them at the hinges, put a few structural bars in place, insert the air cell and you’re up and running, really fast.”
“对于这些展示系统，前后墙都是铰接的，”布考特解释道。“所以，你基本上是在铰链处折叠，放一些结构杆，插入空气电池，然后你就可以快速地启动和运行。”
The same structures can be used indoors at trade shows.
同样的结构可以在室内展览中使用。
Portable rooms
便携式房间
Another compact option is a 2.4 x 2.4-m (8 x 8-ft) pod with a hinge-up serving window. Its scale is particularly versatile, as it is well-suited for food and merchandise sales, but can also be branded with printed graphics to serve as an outdoor information kiosk, registration area or ticket booth.
另一个紧凑的选择是一个2.4×2.4米（8×8英尺）吊舱与铰链服务窗口。它的展示效果是特别多才多艺，因为它非常适合食品和商品销售，但也可以印刷图形烙印，作为一个户外信息亭，登记区或售票亭。
“Sometimes people handling event registrations or ticket sales have to stand or sit outside for a long time, exposed to the elements,” says Bookout. “With this size of booth, they can work in a very comfortable space, safe from the elements, and still easily interact with people attending an event.”
布科特说：“有时候，办理活动登记或售票的人们不得不在外面站立或坐很长时间，暴露在环境中。”有这么大的展位，他们可以在一个非常舒适的空间里工作，不受外界因素的影响，而且仍然可以轻松地与参加活动的人进行交流。
There are also portable offices, which feature lockable sliding doors. By incorporating clear polymethyl methacrylate (PMMA) walls, these can become public-facing meeting spaces, photo booths, pop-up stores or broadcasting/podcasting booths.
还有便携式办公室，其特点是可锁定的滑动门。通过结合透明的聚甲基丙烯酸甲酯(PMMA)墙，这些墙可以成为面向公众的会议空间、照相亭、弹出式商店或广播/播客亭。
“These are great for retail merchandising displays at outdoor festivals,” says Bookout. “You can put a mannequin inside or showcase valuable product samples, then lock the whole thing up. This way, everybody outside can see clearly through the front and back, but they can’t go inside and mess up the display.”
布考特说：“这对于户外节日的零售商品陈列很有帮助。”你可以在里面放一个人体模型或者展示有价值的产品样本，然后把整个东西锁起来。这样，外面的每个人都可以通过前面和后面清楚地看到，但是他们不能进去，弄乱展示物。”
Temporary buildings can be branded inside and out.
临时展厅可以在室内和室外打印图形。
Extending that concept are portable ‘hotel rooms.’ These are similar-sized, climate-controlled pods that are not only equipped with lockable doors, but also rigged with electrical power supplies for lighting and other amenities. Each pod can sleep up to two people.
我们甚至可以扩展出有更创意的便携式“酒店房间”。这些是类似大小的、受气候控制的吊舱，不仅配有可锁的门，而且装有照明和其他设施的电源。每个吊舱最多可以睡两个人。
“This is a great amenity to provide for VIPs at outdoor festivals that last several days,” says Bookout. “They can be configured as a dual-purpose place to rest and work. They can be deployed as first-aid stations, where patients can lie down on the beds and rest comfortably, protected from the elements.”
“这套展示系统可以满足你丰富的想象力，它甚至可以提供给VIP户外节日，持续进行几天的活动都没问题，”布考特说。“它们可以被配置为一个双重用途的休息和工作场所。它们可以被部署为急救站，病人可以躺在床上，舒适地休息，不受外界因素的影响。”
Customizable with graphics
可定制的图形
All of these structures are modular in design, so they can be mixed and matched with each other as needed. They can also be fully customized inside and out, with add-on options including electrical systems, accent lighting, flooring, Wi-Fi services, sound systems, extra insulation for soundproofing and, of course, branded graphics.
所有这些展示系统在设计上都是模块化的，因此它们可以根据需要进行混合和匹配。它们也可以完全定制内外，具有附加选项，包括电气系统，照明系统，地板，Wi-Fi服务，音响系统，额外的隔音系统，当然，还有品牌图形。
Two-storey units allow visitors to take a break at these events.
两层楼让游客在这些活动中休息一下。
“These structures lend themselves to being totally branded,” says Bookout. “Most clients will order dye-sublimated fabric graphics, to be wrapped around the entire exterior of each air cell. Digitally printed vinyl graphics, meanwhile, can be applied to the clear PMMA walls, whether for complete wrapping coverage or with smaller decals that still allow visitors to see in and out. The interior walls can also showcase graphics and the flooring can even be direct-printed with logos that are then protected beneath a clear, non-slip plastic layer.”
布考特说：“这些展示系统使自己完全被打上烙印。”“大多数客户会订购染料升华织物图形，包裹在每个空气电池的整个外部。同时，数码印刷的乙烯基图形，可以应用到透明的PMMA墙壁，无论是被完全的包装覆盖，还是较小的标签展示，依然都会给客户留下深刻的印象。内墙还可以显示图形，地板甚至可以直接印有地标，然后保护下方的清晰，防滑塑料层等等。
In these ways, highly customizable modular structures support a highly customizable approach to graphic-based branding.
此款户外展示系统是不是可以展示的场景非常丰富，基于品牌商的图形高度，它的高度也是可定制的模块化结构，
