Ginkgo Booth Design at SynBioBeta

SynBioBeta, is a global synthetic biology conference that brings together individuals who share a passion for biological engineering and sustainability. I had the opportunity to co-lead Ginkgo’s booth design which encompassed research, brainstorming, layout planning, takeaway designs, furniture rentals, and physically building it.

Our ultimate goal was to prioritize brand awareness and stimulate interactivity by constructing a reimagined booth concept that went against the norms of traditional ones. Instead of a business-centered model with undertones of aggressive sales pitches, we wanted Ginkgo’s booth to be human-centered and welcoming. A place attendees could return to throughout the conference week to connect with others, find books, work on computers, or recharge their social batteries.

Our approach to this was a large booth with multiple hangout sections—each serving a different function based on human behavior. For example, we had standing tables for people who did not want to feel tethered to the booth; sitting tables with charging stations for those who needed a place to work; and a “greenhouse” for private conversations. Each table contained something to fidget with and bond over: bracelet making stations, puzzles, magnetic toys, and buttons. We also included a library section displaying book recommendations, free merch, and books which hid buttons pertaining to different synbio interests.

Overall, the booth was a major success. Attendees consistently returned and were engaged. Thanks to our “prompts”, people found it easy to spark conversations and meet new people. For instance, they would ask someone about their choice of text in the bracelet they were making. Or they would ask someone picking up a book if they have ever read it before. Through reimagined design and play, Ginkgo’s booth fostered a community.