Why the Lighting At Your Favorite Trade Show Makes it Your Favorite with Kurt Wunsch of Alford Media

 

How important is lighting design to the feel and success of a corporate event? Kurt Wunsch, Lighting Designer at Alford Media, tells us it’s everything. With over 20 years in the industry, working in many aspects of lighting design from theater to concert touring, to corporate and special event designs, Wunsch has seen first hand how critical both the aesthetic and functional elements of lighting are for an event that is worth traveling for. Technology has brought us together in many ways; whether it’s personally over FaceTime or professionally over Cisco WebEx, the in-person conference or live event on a corporate level isn’t as necessary for communicating crucial information. That means they have to go above and beyond in their design and purpose to feel unique.

Above and beyond doesn’t mean big and bright, though, especially in the corporate world. “It’s not like you’re going to a rock and roll concert where you’re expecting spectacle and intensity,” Wunsch said. “You’re going to retrieve information, you’re going to bond with other people.” Crafting lighting design for a trade show has several subtleties, and there’s a balancing act in perfecting the stage wash to not interfere with the spot lights, and then those to not interfere with the ambient color highlights.

Even more exciting is how lighting design is leaking from the stage to the entire show floor or ballroom. With the experiential aspect of the trade show taking higher precedent, finding ways to immerse audiences has become essential. “They’re bringing in custom furniture in the audience,” Wunsch said. “They’re trying to engage the audience in a full capacity, that’s really brought our job away from the stage and out into the house.”

For the latest news, videos, and podcasts in the Pro AV Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!

Twitter – @ProAVMKSL
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

visitor management solution
Reinventing Visitor Management Solution with Symmetry GUEST
April 2, 2025

In an age where speed and security are paramount, the traditional paper logbook is becoming a relic of the past. AMAG Technology’s Symmetry Guest system offers a modern, digital solution that redefines the way organizations welcome and manage visitors. Gone are the days of long lines and confusion at the front desk—Symmetry Guest empowers hosts…

Read More
AMAG
Driven by Customers, Defined by Innovation: Inside AMAG’s Customer-Obsessed Approach
April 2, 2025

AMAG Technology continues to strengthen its customer-obsessed culture by actively listening to both internal and external voices. As shared by Kyle Gordon, Executive Vice President of Global Sales, Marketing, & Commercial Excellence, the company is focused on improving processes, responding with speed, and driving innovation—while honoring its legacy and delivering unique value within the industry.

Read More
biotech
Biotech Moves Smarter: IDDI Powers Data-Driven Drug Innovation
April 2, 2025

As biotech innovation accelerates, small and mid-size pharmaceutical companies are becoming key players in bringing new treatments to market. Yet many of these organizations face steep challenges when navigating clinical trial design, regulatory approval, and data integrity. According to a McKinsey Global Institute report, industries like biotech could help generate up to $50 trillion…

Read More
AMAG Technology
AMAG Technology Drives Positive Change, Product Innovation, and Stronger Partnerships with the Customer in Mind
April 2, 2025

At AMAG Technology, customer obsession is at the heart of everything the company does. Customer Relationship Manager Aimee Walsh shares how AMAG embraces positive change, enhances its products, and strengthens partnerships—all with the customer in mind. Her insights reflect AMAG’s ongoing commitment to evolving alongside customer needs and delivering meaningful solutions.

Read More