If you're looking for the next thing in creative marketing tools for trade shows, you would have found it at last month's International Manufacturing Technology Show, September 6 to 13, in Chicago. That's where HypoSurface made its North American debut.

HypoSurface is a three-dimensional surface that can be programmed to display messages or patterns or to respond to environmental stimuli such as light, sound, or movement. The display surface is capable of moving in waves of up to two feet and speeds of 60 miles per hour. The product was invented by MIT professor Mark Goulthorpe. The C.W. Allen Group, Birmingham, Ala., handles North American sales and marketing for HypoSurface, which had its international show debut in March 2005 at Germany's CeBIT show.

Visitors to the IMTS show in McCormick Place last month could experience HypoSurface as they entered one of the McCormick Place entrances. Says IMTS vice president of exhibitions, “Our show hosts the crown jewels of technological advances, and HypoSurface was an integral part of our presentation.”

HypoSurface installations are customized to the needs of the client, says Charles Allen, CEO of C.W. Allen. Costs vary depending on the size of the installation and complexity of the message being communicated. For more information, contact The C.W. Allen Group, LLC at cwallen@cwallengroup.com.

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