NeoCon Tradeshow
As the Lead Graphic Designer on this project at MG Marketing, I spearheaded the design and spatial activation for Thinkspace at NeoCon—one of North America's premier commercial design tradeshows.
The primary challenge was driving high-volume foot traffic from the high-density 1st-floor entryway all the way up to Thinkspace’s 10th-floor showroom. By combining large-scale environmental print graphics with a cohesive, experience-driven showroom layout, the activation created a seamless journey for attendees and resulted in a fully booked, high-traffic show.
1st Floor Activation: The Traffic Engine
Designed to stop attendees in their tracks and direct them straight to the 10th floor, the 1st-floor experience featured bold, high-visibility environmental graphics:
Massive Corridor Window Wrap: Designed a floor-to-ceiling advertisement visible down a main hallway from over a football field’s length away, maximizing long-range brand awareness.
Arch Banner & Pod Integration: Tailored a custom arch banner spanning over a Thinkspace Hushoffice Hushfree.XM pod, instantly demonstrating product functionality in a high-footprint location.
Triangular Floor Wrap: Executed a custom step-and-repeat logo floor wrap fitted precisely to the floor layout to ground the activation space.
10th Floor Showroom: Relax. Focus. Thinkspace.
Upstairs, the design focused on creating an inviting environment that showcased acoustic privacy solutions without overwhelming the senses:
Interior & Product Placement: Assisted with product placement, spatial flow, and environmental aesthetic to support the core campaign theme: Relax. Focus. Thinkspace.
Architectural & Wall Graphics: Designed wall decals presenting workplace distraction statistics to visually communicate the ROI of privacy pods. Applied hand-painted color blocking on walls to maintain a clean, modern aesthetic that framed the products.
High-Impact Column Signage: Positioned a massive, sideways-oriented logo decal on a prominent exterior column to catch the eye of every passerby down the concourse.
Experiential Integration: Tied the visual branding into an on-site amenity featuring two massage therapists offering 10-minute relaxation sessions inside the booth.
The Result
The two-tier activation strategy was an outstanding success:
Continuous Foot Traffic: The 10th-floor showroom remained filled throughout the event.
Maximized Engagement: Massage appointment slots stayed 100% booked for the entire duration of the tradeshow.
Brand Visibility: Successfully converted high-volume 1st-floor corridor traffic into direct showroom visits through clear visual signposting.