Pure Michigan | U.S. Travel's IPW 2025

Brand Activations

Trade Shows

Client Ask

Concept, design, and execute an engaging and modular booth experience for Pure Michigan at IPW 2025

Strategy

Craft a modern trade show booth inspired by Michigan’s rich heritage in woodworking,metalwork, and advanced manufacturing. The materials and warmth of the space draw from the state’s diverse landscapes—forests, lakes, and urban centers—beyond the typical “Up North” aesthetic.

Design a modular layout with adaptable seating and semi-private areas, balancing casual connections with focused discussions.

Build the booth with premium materials for longevity and reusability. Modular components ensure adaptability across multiple events.

Production

Planter boxes with faux evergreen trees served as both a privacy partition and added décor to create semi-private areas to foster casual connections and focused discussions.

A custom-built pergola and counter served as the hospitality hub, giving the team a welcoming space to greet guests and showcase local treats and handcrafted Made in Michigan décor. The pergola posts were built out as planter boxes and housed fresh red geraniums, which are an informal symbol of hospitality and pride for Michiganders

Thoughtfully sourced furniture combined leather, wood, and metal, paying tribute to Michigan’s deep roots of deep roots in skilled craftsmanship and industry.

Accent lighting on the pergola and above the artwork added warmth to the booth, to help ease  florescent lighting typical of indoor trade shows.

Dimensional “Pure Michigan” logos on both sides of the center wall structure created a bold, welcoming feature for booth visitors and passersby.

Activation

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