The Las Vegas crowd for AWS re:Invent expect bright eye candy when attending the conference. My team and the events team reviewed standard 20' x 20' booths options from three vendors, but they felt too safe and bland. We also had to incorporate a new theme into the design or concept. I worked with my Associate Art Director and pitched a set of options that would set the tone for our presence. We had less than two weeks to finalize everything and get approvals. Luckily the idea to build a custom booth that resembled a large database won over our CTO, and we began working with the fabricator on detailed renderings.