For SRS Distribution, one of the largest building materials distributors in the country, the International Roofing Expo (IRE) is the marquee event of the year. Each appearance reflects not just their growth, but their brand’s culture of community.
Over several years, STAR helped SRS evolve from a simple booth to a show-stopping, double-decker “home”, complete with front porch, living room, backyard pool, and branded zones for each division. What began as a single structure has become a multi-sensory environment that brings the SRS story to life.
Challenge: Turning a booth into a brand experience
SRS came to STAR with a big vision: a booth that embodied who they are, a people-first company built on relationships, trust, and belonging. But the challenge was balancing that creative ambition with a practical, multi-show schedule and a phased investment approach.
Each year at IRE, the question wasn’t what’s new, but what’s next. How do you expand without losing the essence that made the booth a success?
Solution: The home that keeps growing
2023: Setting the foundation
The first iteration centered on a main “house” structure anchored by a bold hanging sign and video wall. A front porch clad in SRS shingles tied the structure directly to their products while creating an inviting entry point for attendees.
2024: Bringing the inside out
Next came the living room environment, a warm and personal addition that used team photos, lounge seating, high-top tables, and a custom bar area to reflect SRS’s culture. The booth no longer looked like an exhibit; it felt like a home. To spotlight individual business lines, SRS also introduced enhanced kiosks, allowing them to tailor the experience by audience and show while maintaining visual consistency.
2025: Extending the Experience
The design grew again, this time to highlight the company’s pool and landscaping divisions, with a “backyard” concept, featuring SRS’s own turf, a pool display, and BBQ-inspired charging stations. Each element invited interaction, from casual meetings around the fire pit to product conversations by the pool. The space became a destination, not pass-through.
2026: The Double-Decker Era
This year’s IRE marks the next evolution, a two-story booth with expanded meeting areas, a swag porch, and a boom truck stage for live presentations. The new design ties together all SRS verticals, roofing, landscaping, pool, and the newly added drywall division, under one cohesive brand house.
Impact: Growth you can see
SRS’s IRE presence has become a master class in phased exhibit growth. By expanding year over year instead of starting over, they’ve created:
- Consistent brand recognition across changing footprints and divisions
- Higher attendee engagement through immersive, story-driven spaces
- Long-term value through reusability and modular design
Conclusion
The SRS IRE booth proves that the most memorable exhibits aren’t built overnight; they’re grown through vision, consistency, and trust.
With STAR’s partnership, SRS continues to turn their space into a living brand story; one that welcomes every visitor home.
