MOBILEYE

Eleven shows and counting, one agency

CES is the country's most prominent trade show, more than 4,000 exhibitors and 135,000 people in Las Vegas every January. For eleven consecutive years, the structure glowing at the center of it has been designed and produced by Ruckus, and so have the press conferences Mobileye stages beside it.

Mobileye builds the computer vision behind assisted and autonomous driving. Its EyeQ chips and software are deployed in more than 230 million vehicles, and its technology runs in 23 of the 25 largest car brands. The company went public on Nasdaq in October 2022 after five years inside Intel. Ruckus has designed and produced every Mobileye CES presence since 2016, from the exhibit itself to the press events staged around it.

An invisible chip, on a floor built for spectacle

Mobileye sells a chip. The product is invisible to the person driving the car, the category is dense and technical, and the buyer is an automaker rather than a consumer. A trade show floor rewards the opposite of all that. Mobileye's own communications lead put the brief better than a brief could: convey really dense, complex technical concepts in a way that is innovative, interesting, dynamic, exciting, and digestible.

Rendered in August, real in January

Every Mobileye booth exists twice: first as a rendering argued over in the summer, then as a structure standing in Las Vegas in January. The discipline is making the second thing match the first. The 2017 booth alone went through five full concept presentations between February and October, each one a complete design, and under every rendering sits a drawing set: stage wireframes, gridded floor plans, the placement marked on the convention center site plan.

At CES 2024, an angled 52 by 20 foot LED wall anchored the main stage, with presentations running on the hour against a countdown clock, turning a walk-past into a scheduled audience. Around it, the demo floor made the technology physical: a spherical LED globe showing deployment at scale, touchscreen kiosks with pierce-cut logos, a mirror-finish double-sided display, and an X-ray clear glass LED screen.

A broadcast, not an announcement

The Ruckus team works the show, not just the build, traveling its own content team of producers, shooters, and editors to Las Vegas every January. Fourteen videos were produced for Mobileye's social channels over two days on the floor, and the film program has kept growing: twenty-five finished deliverables at CES 2025 alone, over a raw footage archive that runs unbroken from 2016.

Press events run on the same clock. At CES 2024, two press conferences ran from a custom room built around a 40 foot LED wall, livestreamed back to the booth so the show floor audience saw the news at the same moment it reached the room.

Seventh at the show, and two awards

The CES 2025 exhibit won twice. EXHIBITOR Magazine ranked it seventh in its Best of CES, a top ten finish out of roughly 4,300 exhibits, and the Best of Show Stand Awards took it to the podium with a Bronze, revealed in Las Vegas in February 2025. Ruckus is credited on design and fabrication in both citations. A preliminary judging panel had already placed the exhibit in the top thirty of everything at the show, alongside Samsung, Sony, Honda, and Waymo.