Project

Retail Inspired Showroom Environments for Leading Lifestyle, Outdoor, Footwear, and Fashion Brands at PROJECT New York and Las Vegas, Translating Brand Identity into Immersive Trade Show Spaces for Buyers and Editorial Audiences

Client: Project Global Tradeshow

Timeframe: 2010 - 2013

Collaborators: Project Global Tradeshow

The Opportunity

PROJECT is one of the fashion industry’s most influential trade platforms, bringing together global brands, retail buyers, and editorial voices to discover new collections and shape upcoming seasons. Held in both New York and Las Vegas, the show floor is an intensely competitive environment where brands must translate their identity into physical space while clearly presenting product to buyers and media. The challenge was to transform temporary booth footprints into compelling retail and showroom experiences that allowed lifestyle, outdoor, footwear, and outerwear brands to stand out while presenting their collections in a way that felt authentic to their retail presence and market positioning.

The Approach

Working in partnership with leading brands exhibiting at PROJECT from 2010 to 2013, our team developed custom booth environments designed to function as immersive retail and showroom spaces within the tradeshow setting. Each environment was built through concept development, spatial storytelling, and visual merchandising strategies that recreated the atmosphere of flagship stores and premium showrooms while maintaining strong product visibility for buyers. Cross disciplinary teams of designers, producers, and brand partners collaborated to translate brand identity into physical form, transforming standard tradeshow footprints into curated environments that elevated product presentation and encouraged meaningful engagement with retail buyers and editorial audiences.

The Takeaway

By turning traditional booths into fully realized brand environments, the installations helped leading fashion and lifestyle companies present their collections with clarity and impact in one of the industry’s most important buying marketplaces. The work demonstrated how thoughtful experiential design can bridge the gap between retail storytelling and tradeshow commerce, strengthening relationships with buyers, increasing product visibility, and extending each brand’s identity beyond the showroom and onto the show floor.