Immersive trade show exhibit

Executive Summary

When CJ Schwan’s returned to the National Restaurant Association (NRA) Show after more than a decade, the stakes were high. They needed more than a booth—they needed a stage to reintroduce themselves to the industry, spotlight their expanding Asian-inspired offerings, and build a fresh connection with quick-service restaurant audiences.

The challenge was clear: design a space that felt like a fully functioning restaurant while balancing sampling logistics, guest flow, and brand storytelling. NPARALLEL + Atomic Props rose to the occasion, creating an immersive environment that blended a lively front-of-house atmosphere with the behind-the-scenes functionality of a real kitchen.

The result? A brand experience that turned heads, fueled conversations, earned CJ Schwan’s an award, and made their NRA return unforgettable.

Business Challenge

For CJ Schwan’s, this wasn’t just another trade show—it was a comeback.

After years away from the NRA Show, they wanted their re-entry to signal strength, innovation, and growth. Their priorities were twofold:

Showcase product innovation. Their Asian offerings were gaining traction, and they wanted to highlight them in a way that felt trend-forward and relevant for quick-service restaurants.
Create an authentic restaurant experience. The environment needed to go beyond typical trade show displays to replicate the look, feel, and flow of a restaurant. From bar seating to back-of-house kitchen operations, every detail needed to work in harmony.

The challenge extended beyond aesthetics. The design had to manage real-time sampling at scale, maintain food safety standards, and provide space for authentic engagement. This balance of functionality and storytelling required an experienced partner who could bring creative vision and technical know-how together seamlessly.

Goals & Objectives

Together, CJ Schwan’s and our team aligned around a set of clear objectives:

1. Reintroduce the brand with impact. Create a strong first impression that reestablished CJ Schwan’s presence in the restaurant space.
2. Showcase Asian offerings. Design a storyline and sampling experience centered around their evolving product line.
3. Replicate a restaurant environment. Incorporate both front-of-house and back-of-house elements, complete with bar, banquette seating, and a fully functional kitchen.
4. Drive attendee engagement. Use sampling, interactivity, and inviting design to ensure guests lingered, tasted, and connected.
5. Deliver measurable success. Support brand goals by creating an environment that could drive conversations, visibility, and recognition at the show.

Our Solution

To meet the challenge, we set out to design an environment that felt less like an exhibit and more like an actual CJ Schwan’s restaurant.

Front-of-House Experience
The exhibit featured two distinctive anchor points:

The Bar. Casual cocktail-style seating and banquettes created a natural spot for attendees to pause, interact, and enjoy samples. The atmosphere was lively, approachable, and aligned with the energy of quick-service dining.
The Sauce Counter. A dedicated counter showcased CJ Schwan’s wide range of sauces, giving attendees an interactive, product-forward touchpoint that tied directly into the brand’s narrative.

Back-of-House Functionality
Behind the sleek design was a fully operational kitchen. Complete with refrigeration, fryers, and running water, the space enabled live cooking and sampling throughout the show. This allowed CJ Schwan’s to serve products hot, fresh, and in real time—mirroring the efficiency and pace of an actual quick-service restaurant.

Design Integration
The seamless combination of hospitality-driven design and foodservice logistics ensured that attendees didn’t just walk through an exhibit—they stepped into an experience. Every detail, from traffic flow to lighting, was planned to reinforce the fast, friendly, and innovative spirit of CJ Schwan’s.

Results

CJ Schwan’s reintroduction at the NRA Show was a resounding success.

Award Recognition. The brand won an award for one of the best new products at the show, cementing their reputation as an innovator in the restaurant space.
Engaged Audiences. Attendees didn’t just stop by—they lingered, sampled, and connected in an environment that felt authentic and inviting.
Elevated Brand Presence. The immersive design positioned CJ Schwan’s as both a legacy brand and a forward-thinking partner for quick-service restaurants.
Client Satisfaction. Most importantly, the CJ Schwan’s team left thrilled with how the exhibit not only celebrated their evolving product line but also reintroduced their brand to the industry in a powerful way.

CJ Schwan’s return to the NRA Show marked more than just a reappearance—it was a statement. By combining immersive design, operational functionality, and authentic brand storytelling, NPARALLEL + Atomic Props created a restaurant-inspired environment that resonated deeply with audiences and delivered results.

This project exemplifies what happens when creativity and strategy intersect: a brand doesn’t just show up, it makes a lasting impact.