The Icons & Milestones Series by Mark Hebert
The following is part of the Icons & Milestones Series, which started in the Exhibit City News 30 Year Anniversary Book. This series looks at Icons and Milestones from across the tradeshow industry. As we give honor in our Icons & Milestones series, we celebrate their revolutionary approaches to all aspects of the tradeshow industry. Thank you to Bob McGlincy and Larry Kulchawick for their assistance with this section.
In this we look at Marey Carey, Elaine Cohen, and Rob Cohen. For the full Icons & Milestones series, please click here.
Mary Carey
Pioneering Fabric Solutions in Exhibit Design
Mary Carey, principal of 3D Launch!, has left a lasting mark on the tradeshow industry through her pioneering work with fabric as a versatile material in exhibit design. Hired by Moss Inc. to assist with displays for the 1984 Olympics, Carey spent over a decade transforming fabric from simple banners and backdrops into immersive exhibit structures. Her efforts helped establish fabric as a prominent material in exhibit design, appreciated for its flexibility, cost efficiency, and aesthetic appeal.
A Legacy in Fabric and Exhibit Innovation
At Moss Inc., Carey’s vision reshaped the industry. Originally tasked with tent displays, Carey and the Moss team expanded the use of fabric to create lightweight structures that became popular alternatives to traditional materials. Her work revolutionized tradeshow spaces, significantly reducing shipping costs and setup times, while offering a creative, modern approach to exhibit design.
Leadership in Product Development
In 2010, Carey founded 3D Launch!, a consultancy focused on product development and new market expansion for designers and manufacturers. Through 3D Launch!, she continues her work helping clients adapt their products to new applications and markets. Her strategic approach guides clients through reimagining their offerings to align with evolving demands in design and technology.
Recognition and Industry Impact
Carey’s influence on the exhibit industry was honored in 2004 with the Hazel Hays Award, recognizing her contributions to advancing fabric use and her dedication to industry innovation. Known for her collaborative spirit and commitment to sustainable growth, Carey remains a respected leader in exhibit design, product development, and market strategy.
Carey’s legacy as a “fabric evangelist” (coined by Pat Friedlander) continues to inspire, setting a standard for creativity and adaptability in the ever-evolving tradeshow landscape.
Elaine Cohen
Revolutionizing Live Marketing
Elaine Cohen’s innovative approach to live marketing has set her apart as a trailblazer in the tradeshow industry. Her unique methods have brought storytelling and engagement to the forefront of exhibit design.
Starting Live Marketing
Elaine Cohen founded Live Marketing in 1973, the first company dedicated exclusively to live marketing at tradeshows. This pioneering venture introduced a new way of engaging audiences through dynamic presentations and performances. By focusing on creating memorable experiences, Cohen transformed how brands interact with attendees.
Creating Show Stoppers
Cohen is renowned for her “show stoppers,” which feature exhibit stage sets with actors and singers scripted to share a brand story about their exhibitor client. These performances captivate audiences, making the brand message memorable and impactful. This innovative approach has set a new standard for live marketing and continues to influence the industry.
Leading in Live and Digital Productions
Live Marketing remains a leader in both live and digital productions, continually innovating to enhance audience engagement. Cohen’s emphasis on storytelling and immersive experiences has become a standard in the industry. The company’s ability to adapt to digital environments while maintaining the essence of live interactions showcases its versatility and forward-thinking approach.
Enduring Influence
Cohen’s contributions have transformed how brands communicate their messages at tradeshows. By emphasizing live marketing and interactive experiences, she has helped companies connect with their audiences in meaningful ways. Her pioneering work has had a lasting impact on the tradeshow industry, influencing how live marketing is integrated into modern exhibit strategies.
Rob Cohen
Innovator in Exhibit Lighting and Safety Standards
Rob Cohen is a distinguished figure in the tradeshow industry, particularly known for his contributions to exhibit lighting and safety standards. As the Vice President of Display Supply & Lighting, Inc. (DS&L), Cohen has been instrumental in advancing the use of specialized lighting for tradeshows, exhibits, and special events. He has played a key role in promoting the use of UL standards for safety in exhibit lighting and electrical components, although there is no specific mention of his involvement in the development of the UL 2305 standard in the sources available.
Enhancing Exhibit Lighting and Safety
Cohen’s work has been pivotal in ensuring that exhibit lighting not only enhances the visual appeal of booths but also adheres to strict safety standards. The UL standards cover various aspects of exhibition displays, including the safe use of electrical systems, the prevention of fire hazards, and the protection of exhibit personnel and visitors. By advocating for and helping to establish these standards, Cohen has significantly improved the safety and reliability of exhibit lighting systems.
Legacy and Impact
Cohen’s contributions extend beyond technical innovations, he has also been a prominent advocate for industry-wide safety and quality standards. His work with DS&L has set a benchmark for safety in the industry, ensuring that exhibit displays are both visually striking and safe. Cohen’s efforts have been recognized within the industry, highlighting his commitment to excellence and innovation in exhibit lighting.
