Earl's Court hosted Live 2000 last month and there was no shortage of stands trying to be just that bit different. The technology, Internet and home entertainment exhibition had its fair share of loud, spectacular sights and sounds but it was the design of the Ericsson stand that stood out with its curly look.
'The whole event went really well,' said Ericsson trade marketing executive for mobiles Julie Paul. 'The stand was very open which meant we got a lot of interest. People weren't frightened to come up and look around.'
Despite the unusual look of the stand, which was designed by Irif and built by Enigma, installation went 'smoothly'.
Another feature that went well was its competition to win an Ericsson R310 - its new waterproof, dustproof and shockproof mobile.
A compere asked people questions while moving up the numbers of a mobile phone keypad. The final question was based on something on the Ericsson stand. Winners received goody bags and went into the draw to win the R310.
'We had one winner for each of the four days,' said Paul. 'Their reaction was fantastic. It was surprising how much it meant to them.'
The stand included a number of other features, including one which allowed people to send a free text message on an Ericsson phone.
'One of our aims was to educate the public with the technology,' said Paul. 'It was quite incredible that lots of people didn't know how to send text messages.'