JCB
JCB transformed a massive outdoor footprint into a live demo experience that highlighted innovation, power, and performance.
Challenge
SRS Distribution wanted more than a show presence; they wanted a space that embodied their culture of community and belonging. With IRE as their marquee event each year, the challenge was how to grow the booth without losing the story, balancing creative ambition with a practical, phased investment approach.
Solution
STAR partnered with SRS over multiple years to evolve a single structure into a full “home” environment. 2023: Introduced the foundation; the main house structure, a bold hanging sign, branded porch, and a video wall. 2024: Added a living room environment complete with lounge seating, team photography, and enhanced kiosks to highlight each SRS division. 2025: Expanded into the backyard, turf, a pool display, BBQ-style charging stations, and interactive product moments. 2026: Debuting a two-story structure with meeting rooms, a swag porch, and a boom-truck presentation stage tying all business verticals together.
Result
Each evolution strengthened SRS’s identity at IRE, producing stronger brand recognition across divisions and yearly footprints, deeper attendee engagement with immersive, multi-sensory spaces, and long-term value through phased growth and modular reusability
