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Using the word “evolving” was the central theme behind the joint Chevrolet/OnStar booth on display at 2014 International CES in Las Vegas on Jan. 7-10.

The sprawling 60×90 edifice, topped off end-to-end with a massive video screen, was a star attraction, designed to lure traffic in from the show floor.

Four OnStar-equipped Chevrolet vehicles were on display in which team members were performing live demonstrations using the latest company technology.

Featured in the booth was a barista providing hot coffee and a “recharge lounge” for show attendees to rest and recharge their mobile devices.

Tim Conner, national promotions manager, OnStar, shared that the Czarnowski-designed booth is a version of the one being used at major auto shows nationwide, including Los Angeles and Detroit.

“We have a good location, good sightline. The booth provides a good opportunity for our branding,” said Conner. “We’re all here to sell cars and we’re always trying to increase our marketing of Chevrolet and OnStar.”

The company’s booth location was on the far north end of the Las Vegas Convention Center’s North Hall. Company officials said it has increased the size of its booth about 10-20 percent each year.

Stuart Fowle, assistant communications manager, OnStar, explained that the booth tied in with Chevrolet’s joint brand marketing with OnStar.

“We maintain brand consistency across all of our auto shows and this booth reflects that brand,” said Fowle.

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