Lego AR Table and Storytelling LED Cube

THE CLIENT

Element Logic USA is a warehouse automation and intralogistics solutions provider that helps organizations improve fulfillment efficiency through robotics, software, and intelligent material-handling systems. As part of the global Element Logic organization, the company designs, integrates, and supports scalable warehouse solutions that enhance productivity, accuracy, and operational performance.

THE CHALLENGE

Element Logic aimed to significantly boost its presence and reputation in the Americas, mirroring its strong standing in Europe. Their goal for ProMat 2025 was to engage attendees in a memorable way, showcasing their expertise beyond just AutoStore integration to include their proprietary software and diverse logistics solutions. They needed an immersive and attention-grabbing trade show experience to leave a lasting impression and establish themselves as the top-of-mind choice for warehouse automation.

THE SOLUTION

900lbs partnered with Exhibit Concepts and Element Logic to create two "WOW" experiences for their ProMat 2025 booth: a Lego AR Table and Storytelling LED Cube.

For the Lego AR Table Experience, 900lbs conceptualized and brought to life a 8' x 4' physical Lego representation of a "Warehouse District." This large, intricate, display featured four distinct warehouses, each showcasing Element Logic’s diverse customer solutions. Enhanced with charming aesthetic details like a central park, branded focal points, and miniature figures, the experience truly immersed attendees. Leveraging augmented reality, 900lbs developed an interactive AR layer, allowing visitors to use iPads to scan AR markers on the Lego warehouses. This triggered dynamic, small-scale animations that highlighted Element Logic's integration offerings, complemented by insightful case study videos and compelling animated stats/quote screens tailored to each client and system.

The 8-foot, 4-sided Storytelling LED Cube was a central attraction at the Element Logic booth. Its continuous loop of engaging visual content, produced by 900lbs, captivated visitors, featuring six video segments on Element Logic's innovative solutions and their popular Min/Max video. These videos seamlessly rotated, offering Element Logic Ambassadors flexible talking points from any angle.

An intuitive progress bar guided attendees through the content, while an optional "Ambient Mode" with Northern Lights footage and dynamic lighting further enhanced the cube's appeal. To support more in-depth interactions, 900lbs also created an iPad application. This application presented the videos in a convenient 16:9 format with an easy-to-use menu and controls, enabling ambassadors to facilitate personalized one-on-one discussions.

THE RESULTS

At ProMat 2025, the LEGO AR Table Experience served as the centerpiece of Element Logic’s booth, drawing attendees in with a hands-on, interactive journey that transformed physical LEGO models into immersive augmented reality warehouse solutions. Combined with the Storytelling LED Cube, the experience effectively showcased Element Logic’s global reach, diverse capabilities, and leadership as a systems integrator. By blending engaging technology with real-world customer success stories, the booth generated meaningful visitor interest, increased engagement, and created opportunities for deeper conversations around Element Logic’s automation, software, and logistics solutions.