Designed and delivered a flagship trade show exhibit for SimEx-Iwerks Entertainment at the IAAPA Expo, the world’s premier attractions industry event with 42,000+ attendees.

The goal was to create more than a booth, as this brand activation needed to function virtually as an attraction in itself. The 2,000 sq. ft. exhibit was conceived as a high-end entertainment venue that showcased SimEx-Iwerks’ media-based attractions and brand position as a market leader, while operating as a fully functional business environment.

Key features included a two-storey architectural feature wall with large-format backlit displays, animated banners, and a branded, interactive photo-op along with semi-private meeting areas, reception, merchandise displays, and continuous video content. Inside, visitors experienced products firsthand through a multi-seat motion base, VR demos, an HD 3D theater with a 16’ screen and Dolby Surround Sound, and a sound-insulated conference room.

As Project Manager and Co-Creative Director, I had the pleasure of working with a talented, multi-disciplinary team. I led the project end-to-end including planning, budgeting, creative direction, design visualization, stakeholder communications, multimedia production, vendor coordination, on-site installation, and intellectual property approvals. All within a five-day build window and a highly competitive show environment.

Results
• Delivered on time and on budget
• Record-breaking booth attendance
• FlyRide® demo and 3D theater fully booked for 3 days
• New contracts signed and partnerships strengthened
• IAAPA Brass Ring Award - Best exhibit 1,201 sq. ft. or larger, 2nd place

This project represents the culmination of brand strategy, immersive design, and disciplined project execution at scale.