--- title: "Tradeshow Talk: Inside ETC's new architectural booth – et cetera..." description: Take a peek inside ETC's new architectural lighting tradeshow booth, which made its debut at Lightfair International 2017. image: https://blog.etcconnect.com/hubfs/Imported_Blog_Media/Lightfaircrop-750x500.jpg --- - [ETCCONNECT](https://etcconnect.com/) - [ABOUT](https://blog.etcconnect.com/about) - [AUTHORS](https://blog.etcconnect.com/blog-authors) - [CONTACT](https://blog.etcconnect.com/contact) [Follow us on Facebook](https://www.facebook.com/ElectronicTheatreControls) [Follow us on Instagram](https://www.instagram.com/ElectronicTheatreControls) [Follow us on LinkedIn](https://www.linkedin.com/company/electronic-theatre-controls) [Follow us on LinkedIn](https://www.youtube.com/user/ETCVideoLibrary) [![EtCetera_319x104](https://blog.etcconnect.com/hs-fs/hubfs/EtCetera_319x104.png?width=319&height=104&name=EtCetera_319x104.png "EtCetera_319x104")](https://blog.etcconnect.com) [![ETC Blog](https://blog.etcconnect.com/hs-fs/hubfs/EtCetera_319x104.png?width=319&height=104&name=EtCetera_319x104.png "ETC Blog")](https://blog.etcconnect.com) - [SPOTLIGHT](https://blog.etcconnect.com/tag/spotlight) - [ETC CULTURE](https://blog.etcconnect.com/tag/etc-culture) - [GEAR](https://blog.etcconnect.com/tag/gear) - [LEARN](https://blog.etcconnect.com/tag/learn) - [ODDS & ENDS](https://blog.etcconnect.com/tag/odds-ends) - [BRIGHT IDEAS](https://blog.etcconnect.com/tag/bright-ideas) Search ## [![blog-header](https://blog.etcconnect.com/hs-fs/hubfs/blog-header.png?width=476&height=155&name=blog-header.png "blog-header")](https://www.etcconnect.com) [Follow us on Facebook](https://www.facebook.com/ElectronicTheatreControls) [Follow us on Instagram](https://www.instagram.com/ElectronicTheatreControls) [Follow us on LinkedIn](https://www.linkedin.com/company/electronic-theatre-controls) [Follow us on LinkedIn](https://www.youtube.com/user/ETCVideoLibrary) [✕](https://blog.etcconnect.com/2017/05/tradeshow-talk-inside-etcs-new-architectural-booth#gwen-offcanvas-primary) - [SPOTLIGHT](https://blog.etcconnect.com/tag/spotlight) - [ETC CULTURE](https://blog.etcconnect.com/tag/etc-culture) - [GEAR](https://blog.etcconnect.com/tag/gear) - [LEARN](https://blog.etcconnect.com/tag/learn) - [ODDS & ENDS](https://blog.etcconnect.com/tag/odds-ends) - [BRIGHT IDEAS](https://blog.etcconnect.com/tag/bright-ideas) # Tradeshow Talk: Inside ETC’s new architectural booth ![Kate Foster](https://blog.etcconnect.com/hs-fs/hubfs/Blog%20Images/kate.png?width=34&height=34&name=kate.png)By [Kate Foster](https://blog.etcconnect.com/author/kate-foster) 19 May 2017 ![](https://blog.etcconnect.com/hubfs/Imported_Blog_Media/Lightfaircrop-750x500.jpg)   ETC debuted a brand new booth at this year’s [Lightfair International](https://www.lightfair.com/) tradeshow – an annual architectural lighting conference that was held last week at the Pennsylvania Convention Center in Philadelphia. ![](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/Lightfair_mosaic1.gif?width=400&height=225&name=Lightfair_mosaic1.gif) Mosaic software runs a fiery pixel-wall cue as the booth staff prepares for the show floor to open In keeping with the architectural theme of the show, and to highlight all of ETC's many [architectural lighting applications](https://www.etcconnect.com/Applications/Architectural.aspx), the booth invites visitors to enter the front of a “building” and walk through a series of “rooms” – a hotel lobby, a gallery, a nightclub/bar, a meeting room, and a building manager’s office – each containing a whitewashed scenic wall that showcases ETC’s control systems and fixtures. When laying out the lighting system, Architectural Market Manager Bryan Palmer and Networking and Architectural Product Manager Lowell Olcott approached the booth as if it were an actual building. The whole setup is controlled via Paradigm, which integrates the individual control in each “room” with the general booth lighting – as well as with the the Mosaic-controlled pixel wall on the outside of the booth. The booth was designed and – aside from the wall frames – constructed in house in ETC’s Mazomanie, WI, shop – a joint effort between the Marketing tradeshow team, the Facilities team and the Metal Shop. ### Watch demos from the show floor Our staff went live on Facebook to demo some of ETC’s architectural control offerings. You can check out the videos below, and scroll down for a gallery of more photos from the booth.     ### Photo Gallery   ![ETC Lightfair](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/2017-04-18-768x576.jpg?width=750&height=563&name=2017-04-18-768x576.jpg) The booth facade set up during build in Mazomanie, WI. ![](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/Lightfair2017-booth-SE-ordinal-1-768x576.jpg?width=750&height=563&name=Lightfair2017-booth-SE-ordinal-1-768x576.jpg) …And the booth facade on the show floor in Philadelphia ![ETC Lightfair](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/Lightfair2017-Facade-Closeups-3-768x576.jpg?width=750&height=563&name=Lightfair2017-Facade-Closeups-3-768x576.jpg) Our name in lights. ![ETC Lightfair](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/Lightfair2017-OfficeSet-5-1-768x576.jpg?width=750&height=563&name=Lightfair2017-OfficeSet-5-1-768x576.jpg) Monitors in the “building manager’s office” show the status of lights throughout the booth. ![ETC Lightfair](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/Lightfair2017-BarSet-3-768x576.jpg?width=750&height=563&name=Lightfair2017-BarSet-3-768x576.jpg) Everyone’s favorite “room:” the bar. ![ETC Lightfair](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/Lightfair2017-Panels-2-768x576.jpg?width=750&height=563&name=Lightfair2017-Panels-2-768x576.jpg) A Mosaic demo panel…and a Mosaic-driven pixel wall. ![ETC Lightfair](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/Lightfair2017-BarSet-Bryan-fbLive-2-1-768x576.jpg?width=750&height=563&name=Lightfair2017-BarSet-Bryan-fbLive-2-1-768x576.jpg) Bryan Palmer demos Paradigm for Facebook Live ![ETC Lightfair](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/Lightfair2017-Facade-Closeups-9-768x576.jpg?width=750&height=563&name=Lightfair2017-Facade-Closeups-9-768x576.jpg) A colorful moment with the Mosaic-driven pixel wall ![ETC Lightfair](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/Lightfair2017-booth-2-768x1024.jpg?width=750&height=1000&name=Lightfair2017-booth-2-768x1024.jpg) Another view of the booth before the show floor opened. ![ETC Lightfair](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/Lighfair2017-Lobby-Reception-6-768x1024.jpg?width=750&height=1000&name=Lighfair2017-Lobby-Reception-6-768x1024.jpg) Echo control shown in a hotel lobby setting ![ETC Lightfair](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/Lightfair2017-SensorIQ-1-768x1024.jpg?width=750&height=1000&name=Lightfair2017-SensorIQ-1-768x1024.jpg) The Sensor IQ Intelligent Breaker System was displayed with a special acrylic cover, allowing visitors a good look at the inner workings. ![ETC Lightfair](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/Lightfair2017-ConferenceRoomSet-1-768x1024.jpg?width=750&height=1000&name=Lightfair2017-ConferenceRoomSet-1-768x1024.jpg) The “conference room” corner - - - 0 [#Architectural control](https://blog.etcconnect.com/tag/architectural-control) [#Lightfair](https://blog.etcconnect.com/tag/lightfair) [#TOWN SQUARE](https://blog.etcconnect.com/tag/town-square) [#tradeshows](https://blog.etcconnect.com/tag/tradeshows) ### Eos on Broadway: Anastasia [Previous article](https://blog.etcconnect.com/2017/05/tech-table-talk-programming-anastasia-broadway) ### JK Design Group: Still making the magic come true [Next article](https://blog.etcconnect.com/2017/05/jk-design-group-still-making-magic-come-true) [Kate Foster](https://blog.etcconnect.com/author/kate-foster) ![Kate Foster](https://blog.etcconnect.com/hs-fs/hubfs/Blog%20Images/kate.png?width=180&height=180&name=kate.png) Kate joined ETC in 2012 after several years spent creating sets, props, and the occasional hack lighting design in the basement theaters of New York City. In addition to writing for ETC, she has worked on numerous in-house design projects, including tradeshow booths and the New York office’s Art Deco lobby. In her free time, Kate practices figure drawing, explores obscure corners of NYC, and pines for mountains. #### You may also like [![](https://blog.etcconnect.com/hubfs/Imported_Blog_Media/Museum_ELS2-750x500.jpg)](https://blog.etcconnect.com/2019/01/from-the-museum-the-first-official-etc-console) [Consoles](https://blog.etcconnect.com/tag/consoles) ### [From the Museum: The first “official” ETC console](https://blog.etcconnect.com/2019/01/from-the-museum-the-first-official-etc-console) By [Kate Foster](https://blog.etcconnect.com/author/kate-foster) 11-Jan-2019 We continue our [tour](https://blog.etcconnect.com/tag/from-the-museum) through ETC’s repository of gear and ephemera of lighting days gone by with another entry from the company’s early history: the 1982 Entertainment Lighting Control System... [Read More](https://blog.etcconnect.com/2019/01/from-the-museum-the-first-official-etc-console) [![](https://blog.etcconnect.com/hubfs/Imported_Blog_Media/IMG_0183-1-750x500.jpg)](https://blog.etcconnect.com/2018/11/from-etc-museum-skirpan-autocue) [From the Museum](https://blog.etcconnect.com/tag/from-the-museum) ### [From the Museum: Skirpan Autocue](https://blog.etcconnect.com/2018/11/from-etc-museum-skirpan-autocue) By [Kate Foster](https://blog.etcconnect.com/author/kate-foster) 23-Nov-2018 Today we take a look at another behemoth from ETC’s collection of lighting industry equipment and ephemera: a Skirpan Autocue Astral Stage Lighting Control System from 1977. [Read More](https://blog.etcconnect.com/2018/11/from-etc-museum-skirpan-autocue) [![](https://blog.etcconnect.com/hubfs/Imported_Blog_Media/ChannelTrack_closeup.jpg)](https://blog.etcconnect.com/2017/01/monthly-museum) [Consoles](https://blog.etcconnect.com/tag/consoles) ### [From the Museum: Channel Track 2](https://blog.etcconnect.com/2017/01/monthly-museum) By [Kate Foster](https://blog.etcconnect.com/author/kate-foster) 24-Jan-2017 Over the years, ETC has amassed a collection of relics from the lighting industry’s past. In this series of posts, we bring these artifacts back into the light and share them with you. This month’s... [Read More](https://blog.etcconnect.com/2017/01/monthly-museum) - [ETCCONNECT](https://etcconnect.com/) - [About](https://blog.etcconnect.com/about) - [Authors](https://blog.etcconnect.com/blog-authors) - [Links](https://blog.etcconnect.com/links) - [Contact us](https://blog.etcconnect.com/contact) [Privacy Policy & Legal Notices](https://www.etcconnect.com/Privacy-Policy-Terms-of-Use-and-Acceptable-Use.aspx) [CA Transparency Act & Transparency in Coverage](https://www.etcconnect.com/About/California-Supply-Chain-Transparency-Act.aspx) [Do Not Share My Personal Info](https://www.etcconnect.com/Do-Not-Share-My-Personal-Info/) [CA Privacy Rights](https://www.etcconnect.com/CA-Privacy-Rights/) ![ETC blog](https://blog.etcconnect.com/hubfs/ETC-logo_footer-wh.png)   ![ETC 50 anniversary](https://www.etcconnect.com/uploadedimages/Main_Site/Images/50yr_160x80.png "ETC 50 anniversary") [![ETC social networks](https://www.etcconnect.com/uploadedFiles/Main_Site/Images/social_Footer.png "ETC social networks")](https://www.etcconnect.com/Get-connected.aspx) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kate Foster", "url" : "https://blog.etcconnect.com/author/kate-foster" }, "dateModified" : "2022-11-29T15:23:21.942Z", "datePublished" : "2017-05-19T05:00:00.000Z", "headline" : "Tradeshow Talk: Inside ETC's new architectural booth – et cetera...", "image" : [ "https://blog.etcconnect.com/hubfs/Imported_Blog_Media/Lightfaircrop-750x500.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.etcconnect.com/2017/05/tradeshow-talk-inside-etcs-new-architectural-booth", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.etcconnect.com/hubfs/Logos%20-%20Icons%20-%20Design%20Elements/ETC_4c.png" }, "name" : "ETC" } } ```