For CES 2025, held in Las Vegas from January 7 to 10, Ultimea prepared a 20×30′ booth to showcase its home entertainment products. At a technology event where hundreds of brands compete for attention, the challenge was not simply to display products, but to create an environment where visitors could see, experience and discuss Ultimea’s products within the same space.
Around early October 2024, approximately three months before CES, Ultimea began working with Aplus on the booth concept. The two teams focused on how to divide the 600-square-foot space between product demonstrations, immersive viewing areas, brand communication and business meetings, while keeping the booth open and recognizable from the aisles.
Design Development
Aplus developed the booth around a bold black-and-white visual identity. Matte black architectural walls formed the main structure, while white Ultimea logos and the “IN THE BEST WAY POSSIBLE” tagline created strong contrast. Instead of using a traditional suspended sign, the design incorporated large three-dimensional Ultimea letters directly along the top edges of the structure, making the brand visible from multiple directions.
The architectural structure was intentionally divided into different experiences. On the left, a series of black-framed glass panels created enclosed product demonstration areas. Behind the glass, products could be presented in a more controlled viewing environment, while the transparent panels prevented these areas from feeling completely closed off.
The center of the booth remained relatively open. Round white tables and chairs created a casual meeting area, allowing visitors to move naturally from the product displays into conversations with the Ultimea team.
On the right, Aplus created a dedicated audio-visual presentation wall. A large screen became the main visual focus, supported by product graphics, soundbar and speaker displays, and Ultimea branding. This created a clear hierarchy: the left side focused on product experience, the center on interaction, and the right side on product communication and brand technology.
Aplus provided the initial 3D rendering within 48 hours, allowing Ultimea to review the spatial layout, glass partitions, product positions, graphics, lighting and visitor flow before production.
Materials, Structure & Technical Planning
During October and November 2024, the design moved through technical refinement. The material selection was closely tied to the brand’s technology positioning. Large areas of black finish gave the booth a premium, cinematic appearance, while the white display surfaces and gray carpet prevented the space from becoming visually too heavy. Black framed glass was used extensively around the demonstration areas, creating a clear boundary without blocking visibility.
The structure also had to accommodate a significant amount of technology. Displays, product demonstration equipment, lighting and power connections were integrated into the walls and display counters. Cable routing was planned behind the black structures so that the visitor-facing areas remained clean.
The large amount of glass required particular attention during production. Panel dimensions, frame alignment and door clearances had to be checked carefully, because even a small dimensional deviation would become obvious once several black-framed glass sections were installed side by side.
Production & Two-Day Factory Pre-Build
Unter December 2024, once the design was approved, Aplus moved into production at its own factory. Because the booth combined large architectural walls, multiple glass sections, integrated displays and several product demonstration points, Aplus scheduled approximately two days for the full factory pre-build.
On the first day, the main black structures, display walls, reception counter and glass-framed areas were assembled. The team focused on checking the overall footprint, structural connections and the alignment between the different wall sections.
The second day was more detail-oriented. The team installed representative glass panels, checked door clearances and frame joints, positioned the screens and display equipment, and reviewed the lighting and concealed cable routes.
Final Installation & Show Delivery
Aplus also coordinated exhibition services including power and other venue requirements. This was particularly important for Ultimea because the booth included multiple powered displays and product demonstration points. By planning the electrical requirements in advance, the team could keep the power distribution and cable routing largely concealed within the booth structure.
The booth was completed on January 6, leaving the final day before opening for cleaning, product placement, equipment testing and a complete walkthrough. Aplus also remained available for on-site support throughout the show. Ultimea was satisfied with both the final appearance and the overall experience.
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