In honor of its 100th anniversary, Delta Air Lines delivered the first CES keynote to be hosted at the Sphere. The larger-than-life keynote address was delivered by CEO Ed Bastian.Photo: Courtesy of Delta
LAS VEGAS—The Consumer Technology Association's CES is undoubtedly the world's most influential technology show—and is quickly becoming one of the world's most influential trade shows in general. This year's event was no exception, hosting more than 141,000 attendees (40% of whom were international), 4,500 exhibitors, 6,000 members of the media, and 12,000 speakers spread across 300 conference sessions.
The 2025 event took over a whopping 12 Las Vegas venues from Jan. 7-10, spanning more than 2.5 million net square feet of exhibit space set up throughout the Las Vegas Convention Center and surrounding hotels. Emerging themes this year centered on artificial intelligence, of course, with countless exhibitors and programming moments showcasing how the tech can improve lives worldwide. Other trends centered on digital health solutions, sustainability and energy transition, mobility solutions like self-driving cars, and more. New this year was the CES Creator Space, presented by Sony, which gathered storytellers to network, create content, and relax in between visiting exhibitors.
So, when you're competing with thousands of other cutting-edge exhibitors, how do you stand out? Brands like Delta Air Lines, Bose, Pinterest, Abbott, Panasonic, LG, and Amazon Ring leaned into sleek, immersive booths, exhibitions, and suites, drawing attention with hands-on product showcases, thoughtful meeting spaces, unique photo ops, and much more. Scroll down to see how more than 20 top brands activated during the jam-packed week.
Delta Air Lines
In honor of its 100th anniversary, Delta Air Lines delivered the first CES keynote to be hosted at the Sphere. The larger-than-life keynote address was delivered by CEO Ed Bastian.
Photo: Courtesy of Delta
The keynote began with an in-person monologue by actress Viola Davis; the audience was then taken on an immersive flight journey, with Bastian being joined onstage throughout the keynote by Delta staffers and industry leaders to showcase the new technology and partnerships that will be part of Delta’s next 100 years.
Photo: Courtesy of Delta
In Sphere’s Atrium, CES ticket holders were able to explore an interactive, preshow exhibit. Delta employee stories and company artifacts showcased the history of aviation, while a virtual pilot training experience gave attendees a glimpse of what it’s like to fly at 30,000 feet. Guests also got to preview Delta Locals, a new travel planning platform from Delta that uses emerging technology.
Photo: Courtsy of Delta
There was also a performance from Lenny Kravitz. Delta also took over the Sphere's exterior—known as the Exosphere—with 360-degree images representing the destinations the airline connects its customers to. At night, Delta’s activation shifted to feature five planes, representing the evolution of aviation over Delta’s 100-year history.
Photo: Courtesy of Delta
Reddit
Reddit’s 2025 CES activation, “A Different Conversation,” explored how businesses can join discussions that drive purchase decisions and why the conversations on Reddit are uniquely valuable. The activation was an immersive installation guided by Reddit’s conversation bubble pathways.
Photo: Courtesy of Reddit
Attendees began their journey examining the broader conversation landscape outside Reddit, setting the stage to uncover what makes Reddit conversations stand apart.
Photo: Courtesy of Reddit
Bose
On Jan. 7, Bose opened the doors of T-Mobile Arena for an exclusive brand experience, showcasing its latest innovations to partners, clients, and media. The invite-only event—a collaboration with McIntosh and Sonus faber—allowed attendees to experience advanced research in a curated, intimate setting, far from the crowds of the main show floor.
Bose partnered with experiential agency Mirrored Media to turn T-Mobile Arena into a sleek, branded space. More than 17,000 square feet of subfloor and carpet were laid down to transform the T-Mobile ice rink into the Bose demo floor, while 13,000 square feet of printed walls created a fully branded, immersive experience with dedicated spaces for vehicle demos, hi-fi listening lounges, bars, presentations, meeting rooms, and product displays.
Bose partnered with experiential agency Mirrored Media to turn T-Mobile Arena into a sleek, branded space. More than 17,000 square feet of subfloor and carpet were laid down to transform the T-Mobile ice rink into the Bose demo floor, while 13,000 square feet of printed walls created a fully branded, immersive experience with dedicated spaces for vehicle demos, hi-fi listening lounges, bars, presentations, meeting rooms, and product displays.
Photo: Mirrored Media/Bose
Guests arrived through a stunning entry moment and sound tunnel, designed to transport them from the frenetic energy of CES into the tranquil and innovative world of Bose.
Photo: Mirrored Media/Bose
Once inside, they were treated to hands-on demos and immersive experiences, including the preview of a concept Dolby Atmos x Bose surround-sound experience. Other highlights included vehicle audio demos, a brand and product showcase, and a hi-fi vinyl listening experience featuring McIntosh and Sonus faber products and a live vinyl-spinning DJ.
Photo: Mirrored Media/Bose
Transportation was thoughtfully curated, with guests chauffeured in Maseratis equipped with Sonus faber sound systems or McIntosh-fitted Jeep Grand Wagoneers, enhancing the immersive journey. The event marked the first collaboration under one roof for Bose, McIntosh, and Sonus faber since their acquisition.
Photo: Mirrored Media/Bose
Pinterest
During this year's CES, Pinterest welcomed attendees to the Blue Ribbon restaurant at The Cosmopolitan of Las Vegas. Global brand experience agency DesignScene produced the experience.
Photo: Courtesy of Pinterest
Inside the space was Pinterest's Funnel Vision slot machine—a fun nod to the event's Las Vegas location—where attendees could spin for a chance to win the jackpot prize (a visit to the Sphere) and discover how Pinterest can help advertisers score with performance at every stage of the funnel.
The activation also featured an interactive Collage Studio, where guests could try Pinterest’s new collaging feature that lets you cut, combine, and layer your favorite images into interactive Pins.
The activation also featured an interactive Collage Studio, where guests could try Pinterest’s new collaging feature that lets you cut, combine, and layer your favorite images into interactive Pins.
Photo: Courtesy of Pinterest
Other areas tied into Pinterest's 2025 Pinterest Predicts report, which the inspiration-focused social media platform identified from the unique search patterns of over half a billion monthly active users. One of those trends? Gen Z and millennials will infuse cherries into their makeup, menus, and mood boards in the coming year, with “cherry vibe,” “cherry car,” and “cherry martini” already soaring as search terms. Another F&B space leaned into pickle-flavored items, noting a rise in searches for things like "pickle fries" and "pickle margaritas."
Photo: Courtesy of Pinterest
Meeting room decor also tied into Pinterest's latest trends, including a trend toward dark, edgy makeup.
Photo: Courtesy of Pinterest
Abbott
Abbott’s “Life. To the Fullest.” exhibit aimed to place humanity at the forefront of innovation. The centerpiece of the experience was Lingo, Abbott’s groundbreaking consumer biowearable and a CES 2025 Honoree in Digital Health. Designed to support overall health and wellness, Lingo demonstrated how real-time glucose tracking and personalized insights empower users to retrain their metabolism and develop sustainable healthy habits.
Photo: Courtesy of Factory360
Visitors explored an immersive space where hands-on demonstrations showcased how Abbott’s technology integrates seamlessly into daily life. Dynamic installations and interactive experiences included Abbott Court, which featured a muscle memory game integrated with i-STAT TBI facts, engaging guests in learning about Abbott’s rapid handheld traumatic brain injury blood test and its role in advancing medical diagnostics.
Photo: Courtesy of Factory360
Factory360 served as the event agency and designer for the eye-catching booth, while Catalyst Exhibits handled fabrication.
Photo: Courtesy of Factory360
Kubota
Kubota North America's second annual exhibitor booth provided an immersive, multisensory preview of the brand's latest innovations for the agriculture, construction, and residential segments. The 5,600-square-foot space in the Las Vegas Convention Center's West Hall featured a 20-by-40-by-15-foot LED screen wall that showcased new products and segments.
Photo: Courtesy of Czarnowski
The space used 170 linear feet of LED tile for 2,373 square feet of LED wall, along with 22.5 million LED pixels. The two-story booth allowed for a private upstairs media and VIPs conference room for quiet meetings off the show floor; upstairs there was also a conference room space that included a hospitality area and lounge where visitors enjoyed photos of Kubota innovations over the decades.
Czarnowski Collective worked hand-in-hand with Kubota to create a digitally immersive "Smart Innovation For You" experience showcasing advances in autonomy, electrification, data, and AI.
Czarnowski Collective worked hand-in-hand with Kubota to create a digitally immersive "Smart Innovation For You" experience showcasing advances in autonomy, electrification, data, and AI.
Photo: Courtesy of Czarnowski
Visitors were visually transported through video vignettes to four locations: a vineyard, pecan orchard, park, and construction site, and elements of sight, sound, touch, and smell helped immerse them in each section. For example, the smell of fresh cut grass was piped in near the autonomous, zero-turn lawn mower.
Visually, the booth shifted from day to night scenes to spotlight the main attraction, which was Kubota’s KATR, the Best of Innovation award winner in the CES 2025 program.
Visually, the booth shifted from day to night scenes to spotlight the main attraction, which was Kubota’s KATR, the Best of Innovation award winner in the CES 2025 program.
Photo: Courtesy of Czarnowski
Hisense
Appliance and electronics manufacturer Hisense hosted an immersive booth experience designed and executed by Impact XM. The space aimed to showcase Hisense's technology through the overarching theme of "AI Your Life," which highlighted how artificial intelligence can enhance everyday living through various interactive zones and activations.
Photo: Proto Images
A gaming area—branded "AI Your Game"—featured state-of-the-art Hisense laser TVs and screens where attendees could try their hand at gaming. This section included AR glasses, PC gaming setups, and an Xbox sponsorship that drew crowds to the large LED screen atop the area. Hisense also sponsored the popular Wukong game.
Photo: Proto Images
Dylan Sadiq—known as The College Cuber for his unique Rubik's Cube art—created six different art pieces live during the event. Other engaging moments included tricks and performances by a Harlem Globetrotter, and a special appearance from FIFA legend and former goalie Júlio César.
Hisense also showcased its latest products, including laser TVs, gaming systems, and appliances, with experts presenting the key highlights of each division through live product demos onstage throughout the week.
Hisense also showcased its latest products, including laser TVs, gaming systems, and appliances, with experts presenting the key highlights of each division through live product demos onstage throughout the week.
Photo: Proto Images
To encourage attendees to explore the entire exhibit, the booth featured a "Passport Experience." Visitors scanned their badges at 12 different sections, engaging with various Hisense technologies. Those who completed at least eight check-ins were eligible to win personalized prizes, such as pressed hats and custom soccer or basketball jerseys with their names and numbers.
Photo: Proto Images
The centerpiece of the exhibit featured a 23-foot-tall immersive theater with 270-degree screens and multidirectional sound, where visitors embarked on a cinematic journey highlighting Siemens' global impact through customer success stories.
Photo: Courtesy of Freeman
The exhibit emphasized sustainability not only in its storytelling but also in its execution, strategically reusing key components from previous installations, including LED displays and structural elements—resulting in significant cost savings while maintaining environmental consciousness, notes the team.
Photo: Courtesy of Freeman
Waymo
NVE Experience Agency partnered with Waymo to position the brand as a leader in autonomous vehicle technology. The footprint featured a clean, futuristic design that showcased three vehicles in the autonomous fleet: the familiar Jaguar I-PACE, the road-tested Zeekr RT, and (seen for the first time in person) the Hyundai IONIQ 5, along with a series of interactive demos that gave a comprehensive overview of the brand story.
Photo: Cole Curtis
Real progress and real results could be experienced through key touchpoints like an interactive central table that allowed guests to explore the Waymo ecosystem with animated projections, displaying its connection to various community stakeholders. There was also an LED sphere (pictured) that highlighted Waymo’s current and future markets and let guests suggest new locations for global expansion.
Photo: Cole Curtis
In a driving scenario demo, guests could see what a Waymo sees, and get an inside look into how it leverages AI to safely navigate eight real-world challenges. Meanwhile, a projection-mapped sculpture offered an in-depth view of the Waymo Driver, highlighting its sensor suite of hardware, while a hero screen featured real rider stories, showing the impact of Waymo’s 150,000-plus weekly rides.
Photo: Cole Curtis
LG
LG Electronics presented its vision for making daily home life better at its space in Central Hall, which had the theme of “Live Beyond.” In the exhibit, attendees could explore 41 core components, including vehicle sensing, communication, and lighting technologies; the space also emphasized LG’s narrative-driven, human approach designed to connect with a new generation.
Photo: Courtesy of Czarnowski
Czarnowski Collective once again partnered with LG to handle construction consulting, engineering, fabrication, logistics management, on-site labor, and third-party services support for the sixth consecutive year, working closely with LG's in-house design team in Korea.
Photo: Courtesy of Czarnowski
Amazon Ring
Amazon Ring worked with experiential agency Monks on a large activation that aimed to go beyond traditional trade show norms. The immersive space celebrated the impact of Ring as a household and business staple. Guests entered the outdoor activation through a glowing blue ring.
Photo: Courtesy of Monks
The space showcased how Ring has evolved beyond a simple security tool, now becoming a way for people to connect with their neighbors and embrace a community-driven lifestyle. An eye-catching circular product display demonstrated the various ways Ring fits into modern homes and businesses.
Photo: Courtesy of Monks
The space also educated “neighbors” (as Ring affectionately calls its customers) by showcasing specific benefits the products can provide.
Photo: Courtesy of Monks
Roku
Roku’s activation offered a refreshing take on wellness and tech with a thoughtfully designed guest experience. Spanning an upscale three-bedroom villa and two penthouse suites, the spaces invited attendees to not only explore Roku products, but also to stop and relax in the middle of the Las Vegas chaos.
Photo: Courtsy of Cheerful Twentyfirst
Supported by brand experience agency Cheerful Twentyfirst, Roku's experience blended brand elements with elevated lush greenery, bespoke diffusers, and essential oils—all helping create a calming atmosphere as visitors took meetings and explored Roku's latest devices and technology.
Photo: Courtesy of Cheerful Twentyfirst
Panasonic
Panasonic has been activating at CES for 50 years, and this year, the brand—supported by Czarnowski, its partner since 2013—used the space to unveil its vision for the future of environmental and family wellbeing. In the exhibit, attendees could test drive an AI-powered, family-friendly app; learn about Panasonic’s 250-year plan; and explore winning solutions of Panasonic's global search for the next breakthrough startup.
Photo: Courtesy of Czarnowski
There were also home vignettes featuring a wide variety of Panasonic products designed to help individuals and families eat well, feel well, and connect well.
Photo: Courtesy of Czarnowski
VideoAmp
VideoAmp created an eye-catching space to host meetings and daily happy hours for CES attendees and partners. The double-expandable, double-decker trailer featured a glowing, chill vibe to escape the intensity of Las Vegas casinos and the convention floor.
Photo: Cole Curtis Photography
Inside, visitors could reset, recharge, and reconnect with partners. Daily happy hours incorporated custom data- and media-themed cocktails, along with food to refuel for the evening. Barrett Hofherr handled creative for the activation, while Turnkey handled production.
Photo: Cole Curtis Photography
Xumo
Streaming service Xumo hosted a 10,000-square-foot experience at Vdara Hotel & Spa, designed and produced by Sktch Events. In a prefunction space, the team wrapped the walls with a custom plum gradient vinyl featuring Xumo branding—created in collaboration with Candid Worldwide—along with oversize lighted signs with custom graphics, furniture groupings, and more.
Photo: Bethany Paige Photography
Four meeting rooms were transformed with custom demo walls showcasing the latest features, monochromatic chairs with succulent centerpieces, and a custom plum gradient vinyl and façades. The venue’s Vinyl Ballroom was also transformed, with drapery covering the entire space, fabricated walls featuring wood laminate and vinyl, 35 mounted Xumo TVs, and a 14-foot-long LED screen from 4Wall. A “watch your way” hub featured a dimensional chevron popout.
Photo: Bethany Paige Photography
The vinyl wrapping continued to an eye-catching photo op, where a 12-by-4-foot swirl design was placed inside a custom structure.
Photo: Bethany Paige Photography
AARP
The AgeTech Collaborative from AARP has a mission to improve people’s lives as they age, bringing together an ecosystem of leading startups, forward-thinking investors, and more who are working to bring groundbreaking AgeTech innovations to market. The brand hosted daily programming including fireside chats, panel discussions with CEOs and longevity experts, startup pitch competitions, and even AgeTech Jeopardy. Proto was also on site showcasing its AI-powered holograms.
Photo: Steven Hong
Proto holograms enable lifelike, real-time communication across languages, bridging physical and cultural distances to connect families, caregivers, and communities.
Photo: Steven Hong
Schaeffler
Proto also showed up at motion technology company Shaeffler’s exhibit. The “Motion Hub” space showcased Schaeffler's commitment to innovation in motion technologies by showcasing the Humanoid Technology Exhibit, which offered interactive insights into the company's key role in advancing robotics that simulate human movement. In the Proto component, guests could use a kiosk to control a robot hologram, who walked them through various Schaeffler products. (Click here to see a video.)
Photo: Steven Hong
BMW
BMW continued its long-standing presence at CES in 2025, marking a decade of partnership with Czarnowski, and turning heads with an exhibit that blended playful theatrics and bold scale to immerse attendees in the brand's approach to mobility. Highlights included the Shrinking Tunnel: Guests began their journey through a clever illusion that made them feel like they were shrinking, setting the stage for the larger-than-life experience ahead.
Photo: Courtesy of Czarnowski
In the iDrive Theatre, attendees could experience BMW’s all-new operating system in a super-sized showcase with exaggerated car elements and special celebrity hosts. The exhibit also featured the BMW Terrace, where guests could relax in a custom café.
Photo: Courtesy of Czarnowski
MediaLink, a UTA Company
UTA’s MediaLink returned to CES this year to host its official CES Marketing Reinvented programming track in the C Space, featuring brands like Sam’s Club, Home Depot, Mars, Hilton, Keurig Dr Pepper, Amgen and Cirque du Soleil. MediaLink also held “Links by MediaLink” throughout the week, a hosted conversation series connecting industry leaders through collaborative discussion, executive panels, and curated roundtables. The brand also curated hundreds of strategic business meetings for its partners, hosted at the C Space in ARIA Resort & Casino (pictured) and in the resort's Sky Suites. Brand experience agency Seen Presents oversaw concept and design for MediaLink's CES presence.
Photo: Nomad Media Collective
On Jan. 7, MediaLink also hosted its annual VIP Executive Dinner, which brought together senior decision-makers and thought leaders in the business, media, entertainment, and tech industries. The night, held at LIV Nightclub at Fontainebleau Las Vegas, featured a special performance by Meghan Trainor and a DJ set by Hesta Prynn.
Photo: Nomad Media Collective
Garmin and Therabody
Massage gun and wellness device company Therabody has teamed up with fitness tech brand Garmin to launch Coach by Therabody. The new platform takes powerful Garmin metrics, including health and physical activities, and offers personalized recovery recommendations in real time. At CES, a "Recovery Room" booth allowed attendees to demo the new product.
Photo: Courtesy of Therabody
Tired attendees could also enjoy a Therabody recovery session on the show floor.
Photo: Courtesy of Therabody
OnMed
Healthcare company OnMed debuted its new CareStation, a self-described "Clinic in a Box" that includes a blood pressure cuff, a stethoscope, a scale, thermal imaging, and a life-size video stream to a nurse practitioner in your state.
Photo: Courtesy of Strat House
The new product was designed to address healthcare deserts that impact 83 million Americans—and at CES, conference participants could see the full user experience in OnMed's booth, sparking important healthcare access conversations at the show and beyond. OnMed worked with experiential agency Strat House.
Photo: Courtesy of Strat House
Smartly
Cheerful Twentyfirst worked with advertising technology company Smartly on a CES suite that embodied the spirit of "No limits in 2025." The penthouse suite served as a sophisticated oasis, aiming to offer a refined escape from the bustling CES floor while still embracing the vibrancy of Las Vegas.
Photo: Courtesy of Cheerful Twentyfirst
Cheerful Twentyfirst designed the space with a guest-first approach, aiming to effectively showcase Smartly's branding creative solutions while also offering a comfortable space for relationship-building.
Photo: Courtesy of Cheerful Twentyfirst
