I'm probably sensitive to the quality of displays at trade shows because the SoundStage! Network has covered more audio/video shows than any other publication in the world in the last ten years, and I'm almost always there working as part of the team. As a result, after having seen so many shows, I'm often critical when a well-funded company has a lackluster display, but I will heap on the praise when I see a well-presented display. And when a company presents something that raises the bar by displaying something brand new that forces other companies to up the ante (if they aim to impress at future shows), I'll write an article like this one. My feeling is that if you're going to make specialty audio/video products that are a cut above the rest, then present them that way. Better yet, present them in the way in which they might be used.
I won't say that Italian loudspeaker maker Chario raised the bar for presentation -- I've seen other displays at previous shows that pushed the envelope much further, with Canada's Totem Acoustic being the best recent example -- but I will say their attractive display in Munich was unique among the other exhibitors there, and I was particularly taken aback by the level of effort they put into replicating two home living environments in what would otherwise be stale-looking trade-show surroundings.
Look closely at the shelves and you'll see books stacked alongside Chario's little speakers, and take note of the way that the main speakers are set up alongside the video displays in the other photos – they didn't set the system up with the speakers placed way out in the room like a living-alone audiophile might do, optimizing the sound but destroying the living environment. Instead, Chario chose to set the products up like many people would in their homes -- closer to the walls and corners, which is more out of the way and much more practical. Whether that placement was deliberate or not, I'm not sure. But given the level of detail everywhere else in this exhibit, it certainly looks that way.
We talked to the general manager of Chario, Christoph Mertens (on right in photo above, with Jeff Fritz on the left), who was responsible for creating this display. He admitted that it was the first time they'd set up an exhibit like this, and he seemed eager to get some feedback on it. Obviously, we liked it and we told him so. In fact, it's for making the effort to set up this unique exhibit and show how the equipment might be used in a home that we're giving the company Standout Demo recognition this year. Let's hope more manufacturers follow suit at future shows and find innovative and attractive ways to exhibit their wares while showing how the equipment will be used.
. . . Doug Schneider
das@soundstagenetwork.com
