From the Desktop icon or the Start menu:

After installing and licensing Showcase 2010 R1, application shortcuts will be placed (by default) in the Windows Start menu and on the Desktop.

To start Showcase:

1. Double-click the desktop icon for Showcase 2010 R1:
2. Open the Start menu and select All Programs > Autodesk > Showcase 2010 R1 > Showcase 2010 R1.