The Challenge
Emtek is a leader in providing decorative hardware products a cut above in terms of craftsmanship and design. During KBIS 2020 (Kitchen and Bath Industry Show), North America’s largest trade show dedicated to kitchen and bath design, Emtek wanted to use the opportunity to show up and “surprise” its audience with a new, bold appearance, which helped to kick off a 2020 brand refresh and a new website launching later this year.
Emtek chose STAR to debut its new, 30’ x 80’ booth for this unique opportunity in Las Vegas. The show itself is a premier event, and its new booth would allow Emtek to showcase the breadth of its complete product line.
The Solution
The 31,000 attendees at the show, including 400 members of the press were introduced to a hands on experiential Emtek exhibit. Emtek’s brand “came to life” inside the booth as attendees were able to touch, feel and engage with the product. KBIS is also part of the larger NAHB International Builders’ Show (IBS), the largest annual light construction show in the world, which had over 90,000 attendees this year.
One key element of the booth was Emtek’s experiential zone which allowed guests to customize their very own door handle sample by selecting unique rosettes, stems and handles of different styles and finishes. Next, they brought their “order” to the Emtek Select Hardware Bar, where skilled craftsmen assembled their selections, and returned an attractive, customized display, wrapped nicely in a gift box. Ordering a fancy latte in a high-end coffee shop, meet innovative design!
STAR also worked with the Emtek team to build a modular exhibit that could break down for smaller activations, all while offering a sensory, unique brand experience. While developing concepts, STAR ensured the “hardware bar” looked high-end, but also served as a functional assembly space. A swinging door reinforced the barista feel, while the “bar” served as an excellent gathering spot.
STAR thouroughly enjoyed working as part of the Emtek team to help flesh out Emtek’s inspirational ideas to full fruition. Together, Emtek and STAR worked closely to assemble product boards that showcased over 1,000 of Emtek’s beautiful creations.
The Results
The experiential hardware bar won an award at the show, “Best in State-of-the-Art Decorative Hardware” (from the NKBA’s/National Kitchen and Bath Association’s Thirty under 30 class) showcasing the gallant accomplishment of design and functionality. It was a proud moment for STAR and the Emtek team, proving what hardwork and collaboration can accomplish by offering attendees a most unique, memorable experience during KBIS 2020.
Amy Switzer, Marketing Communications Manager for Emtek, summed it up best,“STAR was hands on and listened to our needs and concerns, armed with solutions. They anticipated and planned for potential show site issues and gave valuable feedback in the planning stages. They acted as an extension of our small team during a very busy season for us.”
STAR was very elated by the success of the booth and is currently working with the team to reconfigure the booth as a 30’ x 30’ for the International Contemporary Furniture Fair in May.
