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CASE STUDY

General mills

Contemporary trade show exhibit

General Mills logo

Executive Summary

At NACS, the premier gathering for the convenience retail industry, General Mills set out to make a statement. In an environment packed with competing brands and nonstop activity, they needed an exhibit that didn’t just show up, but stood out. 

NPARALLEL + Atomic Props partnered with General Mills to transform their presence into a high-energy, immersive destination that invited attendees to connect, explore, and engage. Blending bold design, multisensory elements, and interactive digital touchpoints, we created an environment that brought the vibrancy of modern convenience culture to life. 

The result was a dynamic, contemporary exhibit that broke category norms, drew continuous foot traffic, sparked engagement—and ultimately delivered measurable momentum for the brand. 

GM NACS Award

Business Challenge

General Mills approached NPARALLEL + Atomic Props with a clear ambition: make a bold splash at NACS 2023. The challenge was twofold: 

  • Cut through the noise at one of the industry’s busiest, most competitive trade shows.
  • Create an experience that attracted attention, encouraged dwell time, and captured meaningful leads. 

To succeed, the exhibit needed to move beyond traditional product display and embrace a more modern, energy-driven approach—something that felt fresh, unexpected, and impossible to ignore. 

Goals & Objectives

  • Break through a crowded trade show landscape with a high-impact, contemporary exhibit
  • Drive booth traffic through engaging, interactive, and energetic elements
  • Spark memorable moments that deepen brand connection
  • Encourage attendees to stay longer, explore more, and interact meaningfully
  • Support lead generation and enable the General Mills team to engage in richer conversations
  • Deliver a flexible, reusable structural system that could live on beyond NACS

Our Solution

A High-Energy, Urban-Inspired Environment 

We designed a contemporary, city-inspired exhibit that pulsed with movement and activity. Architectural elements, materials, and lighting choices mimicked the feel of a vibrant urban streetscape—creating an atmosphere that naturally drew attendees in. 

Live DJ for Elevated Atmosphere 

To infuse the space with energy and personality, we integrated a live DJ who created an upbeat environment throughout the show. This soundtrack became the heartbeat of the booth—an unexpected addition that set General Mills apart from surrounding exhibits. 

Dynamic Video Wall for Storytelling 

A large, dynamic video wall anchored the space with motion-driven visuals. Purpose-built content highlighted product stories, brand narratives, and cultural cues, reinforcing General Mills’ leadership across convenience categories. 

Interactive Digital Games

To foster engagement and encourage repeat visitation, we developed two digital games that invited attendees to play, compete, and have fun. These lighthearted touchpoints created an approachable, interactive experience aligned with General Mills’ brand personality. 

Results

From the DJ-driven energy to the digital game interactions, the General Mills NACS 2023 exhibit transformed into a destination—one where attendees could explore, play, and connect with the brand in new ways. The environment encouraged movement, inspired curiosity, and created shareable moments that amplified the experience beyond the booth. 

This activation showcases NPARALLEL + Atomic Props’ ability to blend immersive design, audience-focused storytelling, and experiential technology to create memorable brand encounters. 

  • Drove significantly increased booth traffic and dwell time
  • Encouraged deeper engagement through interactive games and live entertainment
  • Elevated General Mills’ presence among top convenience retail brands
  • Generated meaningful leads and stronger retailer connections
  • Extended ROI by repurposing the structure across multiple future shows

Ready To Create Your Next Exhibit?

From global brands to emerging innovators, we specialize in transforming ideas into show-stopping trade show exhibits that spark connection and drive measurable results.

Whether you need rapid-turnaround fabrication, future-forward technology integration, or an environment that stands out on the show floor, our team delivers the expertise and creative vision to bring your exhibit to life.

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