Most visitors go to CES to see the latest gadgets. PD, however, went with a different goal in mind: We wanted to see how the gadgets were put on display. Displays, no matter the scale, are interactive art. They must serve a purpose by selling products, but to do that, they must be theatrical at the exact right moment to capture attention.

When it came to capturing our attention, one of the most effective displays was by LG. In it, multiple see-through screens opened and closed in unison to music, almost ballet-like. While the technology was impressive, it was the movement and motion that caught our eye.

Five years ago, about 10% of the fixtures we produced at PD had a technology component. That number today is closer to 50%. Tech infusions like screens, lighting, and interactivity were all used at CES and were just as effective as we have found them to be in our own work.

Another thing that broke through all the noise? The literal use of sound. Whether it was a recording of an audience clapping or a mysterious reverb, sound was a big factor in where we went and what we saw. These tactics seem easy at the scale of CES—finding ways to infuse them into smaller, everyday executions is exactly where our expertise comes to life.