TikTok Mounts a ‘Stealth Stand’ in Abu Dhabi

From Publishing Perspectives:

There’s a luminous, unmarked circular stand on the exhibition floor of the 2022 Abu Dhabi International Book Fair, tucked away near the screen-flashing National Geographic stand and the Children’s Oasis activity area.

In the 73,000-square-meter exhibition hall, this may be the only installation without branding all over it. It looks like a bedroom-sized Stonehenge, but instead of stones, these are lighted rectangles, standing on end in a circle—they might even be books in some imaginations.

One giveaway to whose installation this might be? The colors. Watermelon, white, and a bright-green cousin of turquoise.

Inside this bevy of monoliths, there’s a small round revolving table with a ring light on a stick. When Publishing Perspectives looks in, a boy, maybe 5 or 6 years old is spinning on the revolving platform, grinning into the smartphone-camera inside the ring light. He’s loving it. He’s making a fast video of himself with a helpful, watchful assistant. And this is TikTok’s booth at the sprawling Abu Dhabi book fair.

On the left side of the entrance, there’s a small QR coded note, but still you don’t see the word TikTok. Only the logo.

And that’s all it takes. A report from Wallaroo Media in late April indicates that TikTok worldwide has more than 1 billion monthly users, many opening the app some eight times per day, and logging in from at least 154 nations in as many as 75 languages.

Link to the rest at Publishing Perspectives

There’s a photo of the TikTok booth in the OP. If you have ever spent much time at trade shows, the exhibit space will look as unusual as it sounds in the description.