Case Study
TELUS Digital
A glowing circular halo sign and an AI-powered demo stage turned Booth #2245 into the most talked-about technology exhibit at Adobe Summit 2026 — The Venetian, Las Vegas
Pure Exhibits designed and fabricated the TELUS Digital custom 20×20 ft island exhibit at Adobe Summit 2026 — The Venetian Convention and Expo Center, Las Vegas, April 20–22, 2026. As an Adobe Gold Solution Partner with 16 years of partnership, TELUS Digital arrived to showcase the world’s first live end-to-end agentic AI workflow converting contact center conversations into real-time personalized web experiences. The booth’s circular LED halo hanging sign served as a 360° beacon across the expo floor, while dual-narrative messaging panels, a premium hospitality espresso station, and a walnut-accented reception counter created an environment where enterprise CMOs and digital transformation leaders lingered, explored, and engaged.
The Challenge
Standing Out in a Hall of Giants
Adobe Summit is the premier digital experience conference — a gathering where Adobe’s most innovative solution partners compete for the attention of thousands of enterprise marketing and technology leaders. For TELUS Digital, the challenge was not just visibility: it was credibility. As a company that “Design Build Deliver” digital solutions across the full Adobe Experience Cloud, they needed a booth environment that could simultaneously demonstrate technical depth, communicate a human-centered brand, and convert passersby into serious conversations about agentic AI.
With Booth #2245 in a vast expo hall competing against hundreds of exhibitors, the design needed to work from 50 feet away — drawing in curious attendees with a memorable architectural moment — while also holding attention for meaningful one-on-one demonstrations of a live AI orchestration workflow. At the same time, TELUS Digital’s dual mission as both a strategic partner and a “living laboratory” required the booth to tell two parallel stories simultaneously: data-forward AI capability and warm, human-first customer experience.
“Unlike traditional consultants, TELUS Digital operates as both a strategic partner and a living laboratory — the booth had to convey that distinction the moment anyone walked past.”
— TELUS Digital, Adobe Summit 2026 Press ReleaseThe answer: a 20×20 island designed around a single architectural icon — the glowing circular halo sign — and a dual-narrative interior where “Connected customer intelligence” and “Build loyalty with every interaction” face each other across a premium-hospitality meeting environment.
The Design
A Beacon in the Dark
Circular LED Halo Hanging Sign
The defining architectural element of the exhibit: a large circular drum form approximately 10–12 ft in diameter, suspended by steel cables from convention rigging at maximum height. The outer fascia carries “TELUS Digital” in the corporate purple wordmark with a vivid green chevron mark — visible from every approach angle. The inner surface is a deep green tensioned-fabric dome ceiling, and a continuous white/blue LED ring at the inner rim creates a brilliant glowing halo effect that cuts through the dark convention hall lighting. This 360° illuminated beacon was the most visible feature on the Adobe Summit 2026 expo floor from a distance.
Dual-Narrative Messaging Design
The interior faced visitors with two simultaneous brand stories. The vivid green “Connected customer intelligence” panel — in TELUS’s signature bright green — carried data-forward, AI-focused messaging with live UI dashboard screenshots of the personalization platform. The opposing dark navy “Build loyalty with every interaction” panel — with multicolor vertical LED stripe accents in white, mint, and teal representing a data-stream motif — communicated the emotional, human-centered customer journey story. Both panels featured 43–55 ″ live demo screens.
Layered Walnut & White Counter
The premium reception kiosk was the booth’s most tactile design detail: a dark navy branded front face — carrying the TELUS Digital logo — combined with a side architectural spine of alternating walnut wood laminate and white laminate layers visible edge-on. This “stacked fin” millwork cross-section referenced gallery-quality custom cabinetry rather than conventional trade show fabrication. A professional espresso machine on the counter top confirmed the hospitality-first engagement strategy, extending visitor dwell time and creating natural one-on-one conversation moments.
LED Portal Gateway Frame
The interior was defined by a structural portal frame — two tall vertical columns with integrated horizontal LED bars spanning across the top — creating a “gateway” or “stage” effect that gave the 20×20 island architectural depth. Visitors entering the booth passed through this luminous frame, which simultaneously separated the entry meeting zone from the product demonstration wall without closing off the open island perimeter. The warm-white horizontal LED bars created a theatrical, cinematic interior feel aligned with TELUS Digital’s premium positioning.
Raised Maple Platform & Brand Palette
The entire 20×20 footprint was elevated on a light maple/blonde wood-plank laminate platform — a seamless warm surface that distinguished the TELUS Digital space from the dark polished concrete convention floor and created an immediate sense of entering a curated environment. White high-top tables, chrome-leg bar stools, and white rectangular planters with green artificial topiary completed the interior palette, echoing TELUS’s broader brand language of “nature meets technology” while keeping the aesthetic clean, modern, and approachable.
Adobe Gold Partner Integration
TELUS Digital’s 16-year Adobe partnership was a central design narrative. The “Adobe Gold Solution Partner” badge was integrated directly into the “From insight to impact” navy tower — positioned prominently so that every passerby would register the credential. An outward-facing monitor mounted on the front reception kiosk — screen directed toward the aisle, not inward — ran live TELUS Digital content to capture attention before visitors even made eye contact with booth staff, acting as an always-on digital signage layer across every expo hour.
The Build
Premium Materials,
Gallery-Quality Detail
The TELUS Digital reception counter’s signature detail: alternating walnut wood and white laminate layers visible edge-on create a premium “stacked fin” architectural spine — a gallery-quality millwork finish rarely seen in trade show cabinetry.
Gallery
The Exhibit in Detail
Main aisle view: circular LED halo sign, green panel, dark navy tower with 3D leaf element, and walnut counter on a blonde maple platform
Clean hero shot of the full exhibit — the circular LED halo sign reads as a 360° beacon visible across the convention floor
Alternate deployment view: the outward-facing kiosk monitor on the front counter — an always-on digital engagement layer directed at passing attendees
The “Build loyalty” face showing vertical LED data-stream stripes on the dark panel and the under-counter LED base glow — Aisle 2300 at Adobe Summit
Environmental hall shot: the booth’s “lighthouse effect” — the illuminated halo and LED stripes create a glowing island visible from across the expo floor
Interior view: the full living experience — LED portal frame, dual demo panels with live screens, espresso station, and the dual-narrative brand environment
Counter material detail: the layered walnut and white laminate spine — a gallery-quality architectural finish reflecting TELUS Digital’s premium brand positioning
The Impact
From Contact Center to Conversion
TELUS Digital came to Adobe Summit 2026 with a story that no other exhibitor could tell: as both a strategic implementation partner and a production environment where their own agentic AI solutions are live and battle-tested through their parent company TELUS, they could demonstrate outcomes rather than promises. The booth was built to make that distinction tangible in seconds — the glowing halo beacon drew curiosity from across the floor, the dual narrative panels delivered the message at a glance, and the live demo environment converted interest into genuine technical dialogue.
The espresso station was not incidental. By anchoring the reception counter with a professional-grade hospitality element, the design created a natural “gravity zone” where visitors paused, accepted a coffee, and stayed long enough to hear the full AI orchestration walkthrough. The warm maple platform, white contemporary furniture, and green artificial topiary planters reinforced the brand’s humanity-first identity — signaling that TELUS Digital’s AI solutions are designed for people, not just platforms.
The Adobe Summit featured session on April 22 — “Automate Customer Retention and Loyalty with Real-Time Data Triggers” — extended the booth narrative into the conference program itself, completing a fully integrated exhibit strategy: beacon, demo, hospitality, and content leadership all working together across the three-day event.
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