Booth Design (Inclusive of project management, installation & dismantling.
Services
Eat Pink - European Union
Client
Year
2025
We were tasked with a delicious and diplomatic challenge: making Eat Pink—a major initiative of the European Union—the main course at the massive SIAL Tradeshow.
Acting as the direct partner for the European cooperatives and EU representatives, we took on the responsibility of translating continental standards into a North American sensation.
Sial Canada: Eat Pink
Starting with a turnkey booth design, we created a space that was a feast for the eyes. We managed the entire lifecycle of the build, from the initial 3D concept to the final dismantling, ensuring the structure perfectly housed the prestigious delegation. But a static display wasn't enough. We turned the booth into a full sensory experience by procuring a top-tier chef and managing a dynamic schedule of live cooking performances. We orchestrated the entire run-of-show, ensuring the aroma of success (and searing goodness) stopped attendees in their tracks.
While the chef brought the heat, we handled the logistics. We managed the staffing and recruitment, training brand ambassadors to work seamlessly alongside the EU reps. We also took charge of visual merchandising, keeping displays pristine despite the heavy foot traffic. Behind the scenes, we executed a rigorous visitor data collection strategy, capturing high-quality B2B leads to demonstrate real ROI to the cooperatives. While the visitors devoured the samples, we ensured Eat Pink devoured the market leads.
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