Bridging History and Experiential Marketing: Autodesk Construction Cloud's Black-and-White Photo Booth at World of Concrete

Las Vegas Convention Center
January 18, 2023


Everyone has seen the iconic photograph of "Lunch atop a Skyscraper" captured by photographer Lewis Hine on September 20, 1932. Now, decades later, Autodesk Construction Cloud pays tribute to this historic moment with a captivating black-and-white photo booth at the World of Concrete Expo in Las Vegas, in collaboration with event partners George P. Johnson (backdrop design), Freeman, and Mammoth Party.

"Lunch atop a Skyscraper" captured by photographer Lewis Hine

Honoring a Legacy

As attendees entered the expo hall, Autodesk Construction Cloud's booth stood out, offering a unique and interactive experience that seamlessly merged history with innovation.

The backdrop recreated the unforgettable scene: eleven ironworkers perched nonchalantly on a steel beam, 850 feet above the bustling streets of Manhattan during the construction of the RCA Building. The monochromatic aesthetic, reminiscent of a bygone era, added a touch of nostalgia and timelessness to the experience.

Strategic Engagement

This was much more than a simple photo booth. It served as a strategic engagement tool, designed to welcome attendees into Autodesk Construction Cloud's trade show booth. Attendees lined up eagerly, drawn by the opportunity to recreate a piece of history while also learning about the cutting-edge solutions offered by Autodesk Construction Cloud.

Capturing the Moment

As attendees stepped into the photo booth, they put on hard hats and construction work attire, they sat on the beam and posed against the backdrop. Some struck stoic poses, reflecting the gravity of the moment, while others flashed smiles, injecting their own personalities into their photos.

Connecting Past with Future

Beyond the surface level of recreation, Autodesk Construction Cloud's photo booth sparked meaningful conversations and connections. Attendees lingered in the booth, sharing stories and insights, united by a shared appreciation for the history and heritage of the construction industry.

As they interacted with the booth, they also gained valuable insights into Autodesk Construction Cloud's software solutions, bridging the past with the present and future of construction technology.


Throughout the duration of World of Concrete, Autodesk Construction Cloud's booth served as a focal point of activity, attracting people with its unique blend of nostalgia and modernity.

As guests left with their digital memories, they also let with a deeper appreciation for the legacy and innovation driving the construction industry forward.

Through creative planning and strategic engagement, Autodesk Construction Cloud showcased how creating a fun photo experience can blend the past with the present, making for a great experiential community building marketing tool.

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