GTC FUTURESPACE
Booth Look and Feel & Infinity Room
A new creative direction for NVIDIA’s GTC booths, designed to move beyond the standard green-and-white system and better reflect the company’s performance, scale, and ambition.
RoleDefined a physical language informed by NVIDIA HQ architecture and hardware that leverages the building’s beautiful modern, futuristic aesthetic.
Approach
I wanted to find a way to make the invisible 'engine' of AI feel tangible. The concept was simple but ambitious: use a mirrored infinity-room effect to turn a handful of real server racks into a never-ending horizon of compute.
It was about creating a sense of awe—an ultra-luxury glimpse into the sheer, staggering scale of an AI factory. Moving this from a conceptual sketch to a physical reality was a massive team effort. Seeing it live was a reminder that the future of intelligence isn't just code; it’s a physical, architectural feat.
I worked closely with art directors, a 3D artist, product and demo leads, and the events team. Our talented 3D artist built and validated the concept through a full, physically accurate digital twin under a compressed six-week timeline with shifting hardware and demo requirements.
The initial run had widescreen display showcasing the newly minted keynote intro video from just hours before.
We introduced lightbox product displays to elevate hardware.
A clear departure from prior booths that still felt unmistakably NVIDIA. The direction became the standard for future GTC booths and most recently had an iteration at GTC 26 in San Jose, CA.
Currently part of the team @ NVIDIA. Read More