Case Study
Moxa
Bringing 35 years of industrial networking leadership to life at DTECH 2026 with a fully custom 20×20 island booth
Pure Exhibits designed and built Moxa's 20'×20' custom island booth at DTECH (DistribuTECH) 2026 — a 400 sq ft exhibition showcasing secure and reliable network devices for mission-critical energy systems to 20,000+ utility and energy professionals at the San Diego Convention Center.
The Challenge
Secure Communications for a Grid in Transformation
The energy industry is undergoing its most significant transformation in a century — distributed energy resources, AI-driven grid management, cybersecurity threats, and the push toward electrification are reshaping how utilities operate. DTECH 2026 in San Diego brought together 20,000+ professionals, 700+ exhibitors, and 800+ speakers to address these challenges head-on.
Moxa needed a booth that could communicate the breadth and depth of their industrial networking portfolio — from commercial and industrial microgrid solutions to IT/OT integration, data center connectivity, and substation communications — while standing out among industry giants like GE Vernova, ABB, and Schneider Electric. The 20×20 island had to function as both a technology showcase and a consultative space where engineers could experience live demos of mission-critical networking hardware.
"Secure and reliable network devices, trusted for over 35 years — connecting the systems that power the world."
— Moxa, DTECH 2026
The Creative Journey
Engineering Trust into Every Detail
Brand Translation
Translating Moxa's 35-year legacy of industrial reliability into a modern exhibition language — anchoring the design in a clean palette of white, teal, and deep grey accented by signature green LED lighting that signals connectivity and operational uptime across every surface of the booth.
Solution Zoning
Dividing the 400 sq ft island into purpose-driven demonstration zones — a Commercial & Industrial Microgrid Demo area, an IT/OT Integration Demo station, a Data Centers showcase, and an openADR ecosystem display — each zone self-contained yet flowing naturally into the next through the open island layout.
Structural Identity
Engineering a multi-tiered circular hanging sign system visible from every aisle — internally lit with bright white illumination and bearing the Moxa logo, "Secure & Reliable Network Devices" tagline, and "Trusted for Over 35 Years" messaging. Below, staggered dark grey vertical fins created semi-transparent architectural boundaries between zones.
Live Hardware Integration
Integrating real industrial networking hardware — server-style racks with visible cabling, managed switches, industrial controllers, and networking modules — into the booth architecture itself, transforming technical equipment into both functional demos and design elements that reinforced Moxa's engineering credibility.
Design Elements
Six Signature Features
Multi-Tiered Circular Hanging Sign
A large, multi-tiered circular hanging sign system suspended from the convention ceiling — internally lit with bright white illumination, displaying the Moxa logo in teal alongside the "Secure & Reliable Network Devices" and "Trusted for Over 35 Years" taglines. The concentric ring design created a branded canopy visible from every approach on the DTECH floor, establishing Moxa as an anchor exhibitor in the hall.
Green LED Accent Lighting
Integrated green LED backlighting behind wall-mounted monitors, along structural bases, and within vertical glass pillars — creating a vivid halo effect that signaled connectivity and active status. The green glow became the booth's visual heartbeat, reinforcing Moxa's identity as the brand that keeps industrial networks online.
Dark Grey Vertical Fin Screens
Staggered dark grey vertical slats creating semi-transparent architectural boundaries between demonstration zones. The fins provided visual separation and a sense of enclosure without blocking sightlines, allowing attendees to see through to adjacent demos while maintaining focus within each solution area.
LED Video Wall & Branded Reception
A large, high-definition LED video wall served as the booth's digital centerpiece, cycling through partner ecosystem graphics, product demonstrations, and the glowing "Partner" globe animation. Positioned behind a teal-lit reception counter with a prominently backlit Moxa logo, the video wall and reception desk together created the primary entry experience — drawing attendees in from the aisle and orienting them within the booth's solution landscape.
Integrated Demo Workstations
Dual-monitor workstations positioned throughout the booth for live software demonstrations of Moxa's networking solutions. Each station featured labeled zones — "Commercial & Industrial Microgrid Demo" and "IT/OT Integration Demo" — with real industrial hardware mounted in open rack displays, allowing engineers to interact with the actual equipment they'd deploy in the field.
Data Centers Showcase Pillar
A tall, glowing teal pillar dedicated to Moxa's data center connectivity solutions — featuring high-resolution server environment graphics, an integrated monitor for live product demonstrations, and a white counter serving as a consultation platform. Adjacent to the openADR ecosystem display, it highlighted Moxa's expanding footprint in data center infrastructure.
Gallery
The Booth in Detail
Booth Walkthrough
Experience the Booth
A full walkthrough of the Moxa 20×20 custom island booth at DTECH 2026 in San Diego — showcasing the circular hanging sign, LED video wall, live microgrid and IT/OT integration demos, architectural fin screens, and green accent lighting throughout.
Impact & Results
By the Numbers
Secure & Reliable — Made Tangible
DTECH 2026 was where the energy industry's most pressing conversations converged — grid modernization, DER integration, AI-driven analytics, cybersecurity, and electrification infrastructure. Moxa arrived with a booth that didn't just display products; it demonstrated exactly how industrial networks perform under mission-critical conditions.
The 20×20 island turned Moxa's 35-year legacy into a walkable experience. Engineers who'd relied on Moxa switches and gateways in substations and control rooms could now interact with live microgrid and IT/OT integration demos in a purpose-built environment. The labeled solution zones — from commercial microgrids to data center connectivity — gave every visitor a clear path to the technology most relevant to their challenges.
The architectural choices were deliberate: the multi-tiered circular hanging sign communicated scale and permanence, the green LED accent lighting visually encoded the concept of "always connected," and the dark grey vertical fins created a sense of precision engineering that mirrored the products on display. This wasn't a trade show booth — it was a networking operations center built for the show floor.