Hitachi at MINExpo

Hitachi’s MINExpo activation combined a headline-grabbing curved LED backdrop with a live-band stage, distributed LED totems around the booth footprint, and touch-driven interactive kiosks giving visitors a walk-up look at Hitachi’s mining technology stack.

The role

I owned show management and lighting design for the booth. That meant coordinating the video design (LED walls, totems, kiosk displays), stage lighting for the band and presentations, and the daily operations plan across the show’s run.

Method

A curved LED backdrop is a specific animal — content has to be authored to the curve, not the flat plane, and lighting has to work with the LED’s ambient spill instead of against it. The lighting design was built to complement the wall rather than compete with it, keeping the live band well-lit without washing out the LED content behind them.

Outcome

The booth held its own on a floor packed with heavy-industry activations, and the combination of live music, LED-scale content, and interactive touchpoints kept attendees moving through the space rather than past it.