The events and marketing team needed a refresh and a smaller foot print to our trade show booth. We designed something more aligned to our workwear heritage while appealing to the skate/surf/music lifestyle crowd. That said, it still needed to fit a certain aesthetic for the core tradeshows that we attended.

The booth also needed to be modular and easily set up and transported. I divided up the 20×10×8 space into sections that could be set up in a multiple ways. The complete build was a 20×8 wall sectioned into a branded space for paste up poster art and a gas station style back-lit acrylic sign. The center portion was a combination of heritage and retail, designed to fit a vintage tube-style TV playing some of our existing hype reels, shelving vintage sewing machines and lighting. Another wall was designed for product education where we could tack up our iconic silhouettes, new product, swatches and clipboards with a summary of the product details.

The materials of OSB, butcher block gave the garage/construction feel without being cliche of corrugated metal and being overly masculine. Furniture selected was reminiscent of high school shop class. I designed a shadow box & open studded frame for hanging apparel to divide off a meeting area. The center piece was a workbench style table top for activations where we could heat press shirts, hats and laser miniature clip boards with our branding. We used a variety of our vintage graphics to pay homage to our heritage.