Red Wing Shoes has been a client partner for years. We’ve helped them share their iconic design and heritage with visitors at the corporate headquarters, throughout their flagship store that includes a museum, selfie station, and the Wall of Honor, and across the country at countless trade shows. Pride runs deep in this brand as does our respect for their team. So, we were thrilled when Red Wing Shoes approached us with a new challenge; create a new exhibit for Irish Setter, their hunt and work boot to represent the brand at the ATA and SHOT Show. Obviously, we jumped at the chance.
The two shows would require different configurations. For ATA, they had selected a 20’x20’ space on the show floor. But at SHOT Show, they would have a glorious 20’x40’ plot with which to stretch out. Always focused on making the most of our clients’ budgets, we set out to create a modular property that would work for both sizes as well as future show needs.
The talented team at Red Wing Shoes kicked off the initiative by providing a download of their vision and an overview of the Irish Setter brand. Using this as inspiration, we created design concepts to appeal to this unique brand’s audience. Barn wood, exposed plywood, galvanized metal, and clear coated metal beams were just a few materials used to create the Irish Setter experience.
For structure layout, the master 20’x40’ exhibit was broken into two pieces. The front 20’x20’ served as the warm welcome incorporating larger than life, aspirational, back-lit graphics, transporting the visitor right into the middle of a hunting field, with an Irish Setter at his side. Pendant lighting created an intimate experience within the lofty expanse of the 16’ structure height. Sitting in front of a beautifully appointed wall of product, we placed a large but comfortable meeting table and stools, perfect for scheduled or impromptu meetings.
The 20’x20’ booth design satisfied all needs for ATA. But the SHOT Show space allowed us more for private meetings. For this larger footprint, visitors could meet with booth staff in one of two private meeting rooms, behind the product wall. The barn wood and pendant lighting were carried through the back half of the property, including barn doors for privacy.
This new booth experience for Irish Setter made its debut at ATA in mid-January and lands at SHOT Show this week. It’s a hard-working property that will represent this brand well for many shows to follow.
