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
Pergola
Eye-Catching front desk to greet show attendees and draw them into the space
Michigan Products
A selection of Michigan's finest crafts and treats to show off the state in delicious and beautiful ways
Small Meeting Areas
Intimate meeting spaces to foster deep connections between attendees and the client
Large Meeting Areas
Larger meeting spaces to accomodate for groups of visitors comfortably and in-theme