A major international design panel has recognised Brunswick Corporation for its high-tech approach to showcasing modern marine recreation, awarding top honours to the company's immersive electronic exhibition space.
The parent company behind Mercury Marine, Simrad, and Lowrance picked up the Gold Award for Best XL Island Exhibit and a Silver Award for Best Design Concept at the July ExSys Awards. Organised by The Experiential Design Authority and Exhibit City News, the awards highlight corporate installations that successfully bridge the gap between design concept and real-world execution.
The wins point toward an evolving direction in how major marine builders present emerging technology to the wider public. Instead of a traditional static boat show layout, the display utilised active interactive systems to bring technical concepts to life.
The design layout served as an ambient, low-stress environment on a crowded exhibition floor, using a single unified message to guide visitors through different facets of boat automation and connectivity.
Among the hardware highlights on display were the new NAVAN C30 and the Sea Ray SLX 360. To show how these platforms handle on the water, the builder integrated specialised simulators, including a 200-degree artificial-intelligence helm setup and a virtual Fliteboard eFoil flight experience. Transparent LED displays were also built into the exhibit to give visitors a clear visual representation of how smart energy systems distribute power across a modern vessel.
The judging panel noted that the exhibit managed to stand out by avoiding industrial clutter, relying instead on large-scale physical storytelling where the simulators and real vessels worked together to show integrated marine platforms in an accessible format.
The exhibit has become the most awarded trade show presence in the marine company's history, having already secured a top-five placement at the Gold BOSS awards, a Gold dotCOMM award, and recognition from Event Marketer magazine.
"CES has become one of the most important platforms for demonstrating why Brunswick is not only a marine company, but a technology company shaping the future of recreation," said Brunswick CEO Dave Foulkes. "These awards reinforce that our innovations resonate well beyond the marine industry."
Headquartered in Mettawa, Illinois, the global marine recreation manufacturer manages a portfolio of boat brands that includes Boston Whaler, Sea Ray, Bayliner, Lund, and Harris.
