Buzzworthy Trade show exhibit

Executive Summary

Wenger set out to elevate their trade show presence by creating an experience that went beyond a standard booth. Their objective was clear: build a space that showcased their product line in a way that felt authentic to their brand while simultaneously introducing a buzzworthy activation that could spark attention, drive additional foot traffic, and inspire social media engagement.

The result was a two-part experiential program delivered by NPARALLEL + Atomic Props. First, we designed a New York-style loft exhibit that placed Wenger’s products in a modern, lifestyle-driven context, inviting visitors to step inside a space that felt both aspirational and accessible. Then, to push the campaign even further, we introduced Louie the Lutefish—a larger-than-life 3D mascot sculpted specifically as a photo opportunity. Together, these elements transformed Wenger’s trade show footprint into a can’t-miss destination that blended storytelling, design, and social amplification.

Business Challenge

Trade shows are high-energy environments filled with noise, competition, and countless exhibitors vying for attention. Wenger needed a solution that would cut through the clutter and create a memorable presence that felt true to their identity.

The challenge was twofold:

Immersive Storytelling: Build an exhibit that elevated Wenger’s product line beyond the traditional display case, presenting it in a lifestyle-driven environment that told a compelling brand story.
Buzzworthy Activation: Concept and execute a secondary experience that would draw crowds from across the show floor, spark conversation, and encourage attendees to share their experience online.

The task demanded a balance between design sophistication and playful engagement—ensuring Wenger stood out in both the physical and digital space.

Goals & Objectives

Build an Immersive Exhibit: Design an on-brand space that showcased Wenger’s products in a lifestyle context.
Position for Differentiation: Make the booth feel like a modern environment attendees could imagine themselves in, not just a sales floor.
Develop a Secondary Activation: Create a bold, shareable installation to generate buzz, drive foot traffic, and amplify Wenger’s digital presence.
Boost ROI: Maximize the impact of the exhibit by combining physical engagement with online reach.

Our Solution

A Lifestyle-Driven Exhibit

We designed and fabricated a New York-style loft exhibit that invited attendees to step into an aspirational space filled with Wenger’s products. Exposed brick, modern furnishings, and carefully curated product displays worked together to tell a cohesive story of how Wenger fits into an urban, stylish lifestyle. Rather than positioning the booth as a product showcase, we made it a lived-in environment—immersive, relatable, and memorable.

Louie the Lutefish: A Secondary Activation

To amplify the experience, we introduced Louie the Lutefish, a custom 3D mascot sculpted as a playful photo opportunity. Louie was designed to be both eye-catching and approachable, giving attendees a reason to stop, smile, and share their interaction. Positioned strategically across the hall from the main booth, Louie acted as a beacon and magnet, pulling traffic back toward Wenger’s exhibit while creating a social ripple effect across the event.

Fabrication & Execution

Our in-house fabrication team brought Louie to life with a combination of foam carving, custom paintwork, and durable finishes engineered to withstand the demands of a busy trade show floor. The mascot was mounted on a branded pedestal, clearly marked with Wenger’s logo, ensuring every photo snapped became a branded moment.

Meanwhile, the main exhibit was executed with the same attention to detail—leveraging our metal shop, graphics team, and installation crew to ensure flawless integration and a polished final look. The dual activations worked hand-in-hand, with the loft setting driving meaningful brand storytelling and Louie acting as the social spark that extended engagement well beyond the physical footprint.

Results

The Wenger trade show program delivered both immediate impact and long-term value. The loft-style exhibit consistently drew strong foot traffic, engaging attendees in a product-forward environment that felt authentic and aspirational. Visitors lingered longer, exploring the booth as if it were a real living space rather than a traditional trade show build.

Louie the Lutefish, meanwhile, became an instant sensation on the show floor. Attendees flocked to the sculpture, posing for photos and sharing them organically on social media. The activation created a steady stream of digital buzz that extended Wenger’s presence far beyond the booth walls. Together, the main exhibit and the secondary activation created a one-two punch that significantly increased brand visibility, amplified social engagement, and boosted ROI.

Most importantly, the program positioned Wenger as an innovator in experiential marketing—showing how a brand can balance lifestyle storytelling with playful engagement to create a cohesive, unforgettable trade show presence.

By blending bold design, expert fabrication, and a touch of playful creativity, NPARALLEL + Atomic Props helped Wenger achieve a standout presence that engaged audiences on multiple levels. The lifestyle-inspired exhibit told the brand’s story in an immersive, authentic way, while Louie the Lutefish added a layer of surprise, delight, and shareability that turned attendees into amplifiers.

The result was more than just a booth—it was a brand experience that lived on in conversations, social feeds, and industry buzz long after the trade show doors closed.