NACS Trade
Show Booth
Client
RTC
Year
2017
Category
Retail / SIS / Environmental
Type of Work
Concept Design
Visualization
Production + Install Support
This trade show booth was for a retail design agency that had just completed a lengthy rebranding effort, and they wanted to be sure to introduce their new logo, style, and color palette to customers at NACS (National Association of Convenience Stores), their first reveal of the new identity.
Inspiration + Constraints
The company product managers had four specific categories they wanted to highlight independently of one another, which helped define how many areas of interest we needed within the booth.
Additionally, the physical pad site dictated a lot of initial conceptual thoughts. The size of the pad, the adjacent booths, main traffic lanes, and site line angles all were large influencers on early concept considerations.
Concept
Ideation
Initial ideation focused on maximizing the floor pad with impactful, yet minimal, physical elements while still being able to individualize specific areas for product highlighting. Initial styling cues were pulled from the dimensional curves seen in the logo mixed in with the limitations of construction and setup. Each concept was viewed from key approach angles and main walkways.
Concept Development
Following an initial round of ideation, the team decided to pursue a concept with two large canopy structures. Multiple rounds of refinement took place in order to craft a simplistic and effective environment for client interactions and demonstrations to take place.
Large digital screens were incorporated at the most outwardly facing corners in high traffic lanes, opposite of clean, bold logo faces. Entry/exit was made possible on all sides of the booth to prevent crowding and decrease entry intimidation from potential browsers.
Construction Guidance
Once a concept direction was decided, I created overview construction plans to aid in discussions with potential vendors for quoting. Ultimately, our team decided to take our construction in-house for easier management and flexibility during the buildout. At this time, I was able to work with our Model Shop to decide on the most practical construction method and materials.
Build + Install
Throughout the buildout and install, I was able to make all CMF and branding decisions, along with suggestions on install improvements or items impacting the customer experience. I oversaw the initial build in our Model Shop, cabinet construction at an outside vendor, a pre-install test run at an additional vendor, and the install at the trade show.
Constructed Booth
The final setup was a success, providing an impactful and fresh space for the sales team to showcase their products and converse with visitors. The booth was highly visible from a distance and provided strong branding presence in all high-traffic lanes.
Associated Promo Display
The final setup was a success, providing an impactful and fresh space for the sales team to showcase their products and converse with visitors. The booth was highly visible from a distance and provided strong branding presence in all high-traffic lanes.
