Design and build with stopping power at CES.




Project Brief

The world’s largest gathering in the consumer electronics industry, the Consumer Electronics Show (CES), brings together more than 4,000 exhibitors under one roof. ZTE headed into CES 2018 to launch the AXON M phone. The newly released phone featured dual screens allowing multiple viewing options.


Leading into CES, ZTE tasked Derse with the following objectives:

  • Booth design should illustrate the product.
  • Drive engagement in the booth through activation and demos—visitors should know, experience, and remember ZTE.
  • Activation should create attention through ZTE’s sports sponsorships.
  • Create entertaining and interactive demo experiences.
  • Booth should increase social media attention and followers beyond CES event.
ZTE Trade Show Exhibit


Derse’s exhibit design emulated the key feature of the highly-anticipated phone by incorporating an overhead mirror-like material, Barrisol, to reflect four interactive screens.

ZTE Trade Show Exhibit
ZTE Trade Show Exhibit

Derse’s creative solution delivered on all objectives and exemplified the ‘wow’ factor ZTE desired with:

  • Axon M-inspired design
  • Impressive audiovisuals
  • Immersive projection-mapped tunnel
  • Engaging product displays


Top-10 Exhibit at CES 2018
EXHIBITOR Magazine Exhibit Design Award


More images of ZTE at CES.