Like most exhibit houses showcasing at EXHIBITORLIVE 2024, Hamilton knew it was up against some fierce competition: industry peers. The company's primary goal was to stand out in a sea of best-in-class booth designs while positioning itself as a thought leader and innovator.

A key industry challenge Hamilton wanted to address is that the relentless drive to push the envelope in experiential design, fueled by cutting-edge technology, has led to over-the-top booth experiences that can overwhelm attendees. The Hamilton design team realized that solving this problem would require re-imagining what the "wow factor" should look like. The company wanted to pursue a subtle approach that invited, engaged, and immersed attendees in a comfortable environment where they could hang out, do something fun, and ease into conversations organically.

Hamilton found inspiration in the growing "vintage trend" and its popular, immediately recognizable manifestation: retrofuturism. Retrofuturism is an analog-meets-digital play. It combines Victorian-inspired "steampunk" and atomic age-influenced "atom punk" designs with futuristic technology housed in retro exteriors, creating dynamic and visually stimulating light effects.

Bringing retrofuturism to life at a trade show takes creativity, commitment, and courage. The payoff of doing it right can be exceptional, as attendees at EXHIBITORLIVE 2024 witnessed firsthand, when Hamilton orchestrated a sensory journey that transported them to a world where past and future collide.


Groovy, Baby!
Hamilton's strategy was to showcase its creative capabilities through a retro-futuristic design that blended the nostalgic charm of old-fashioned "retro styles" with the sleek allure of futuristic technology. This approach aimed to draw people in and encourage them to hang out and engage in meaningful conversations. Hamilton's creative journey started with a bold concept: "Beyond Convention." Chief marketing officer Courtney Soice explains that this idea was born from a desire to evoke nostalgia while highlighting Hamilton's innovative edge. "We wanted to defy convention and go beyond the traditional to create something original — in other words — 'Beyond Convention.' With every touchpoint — pre-show, during show, and post-show — we wanted to exude confidence, thought leadership, and intrigue, while inspiring guests by exemplifying thoughtful experiential marketing. Going beyond convention, our space opted for a maximalist approach with various textures, unique materials, bold shapes, and bright colors," Soice reflects.

The "Beyond Convention" concept emerged from brainstorming sessions involving project leads, creative designers, the marketing team, and sales staff. This cross-functional collaboration ensured that every aspect of the exhibit, from design to execution, aligned with the overarching theme. The marketing team engaged the entire organization in the creative process, presenting the theme and its potential impact during internal events. This inclusive approach not only secured buy-in, but also energized the team, aligning everyone toward a common goal: creating an unforgettable exhibit experience.

Once the concept was finalized, Hamilton conducted pre-show marketing through an organic social campaign, paid digital ads, geo-fencing, an event microsite, and email marketing to create excitement and anticipation for its appearance at EXHIBITORLIVE.

Far Out Design
Building on its innovative vision, Hamilton developed a layout with an open floorplan that was conducive to exploration and encouraged attendees to spend time within the space. Unique immersive and sensory elements welcomed attendees into a relaxed environment where they could comfortably converse with booth staff, who fit the theme by being decked out in two-toned pastel tennis shoes and funky, 70s-era washed-denim jackets adorned with an assortment of iron-on patches.

Every element of the booth was meticulously designed to deliver a sensory delight and evoke nostalgia. For sight, the visual pièce de resistance was a foot-stopping, towering colonnade draped in rich burgundy shag carpet that begged to be touched. Interactive booth displays were embedded in it at eye level. For the ears, a record player spun eight original music tracks, created and produced by Hamilton's in-house team. For the nose, vanilla scents with notes of sugared lemon, vanilla crystals, and marshmallows subtly wafted through the booth. For taste, guests could enjoy bright, bubbly, signature cream sodas in three nostalgic flavors—"Berry Nice" (blueberry), "Creamsicle" (orange), and "Guava Have It" (guava).

The booth's central interactive element created a tactile experience. Attendees could grab a branded ball cap and gather around a large rectangular table laden with a diverse selection of unique iron-on patches to create personalized hats. Hat making was not only fun, it also helped boost the business value of the booth experience. Engaging attendees in a community-oriented creative activity helped stimulate conversation by putting people at ease and balancing business and casual dialogue. It also granted Hamilton staffers a low-pressure method of engaging more introverted participants.


Balancing the past with some cutting-edge tech from the future, Hamilton displayed its proprietary lead capture solution, inSIGHT, during the EXHIBITORLIVE tech tour to showcase its ability to blend high-tech solutions with engaging booth activities. Forty percent of those who attended the tech tour were intrigued enough to return to the booth to have their badges scanned.

Hamilton expected a high volume of visitors and knew that managing all the foot traffic without compromising interaction quality would be a challenge. The company addressed this through extensive staff training, ensuring everyone involved in the experience knew how to engage attendees effectively and transition from casual conversations to meaningful business discussions. This preparation was crucial in maintaining high attendee engagement and ensuring every visitor had a positive experience.


Unconventional Results
By the numbers, Hamilton's "Beyond Convention" exhibit was a resounding success. They increased leads by 52.2% compared to 2023, demonstrating the effectiveness of their engagement strategy. Fifty-six point eight percent of visitors engaged with the booth for at least 30 seconds, indicating a high level of interest and engagement. The average dwell time was 11 minutes and 58 seconds, with visitors returning an average of 3.05 times, showing that the booth was compelling enough to draw repeat visits. Eighty-seven percent of engaged visitors participated in both the hat patch activity and the hospitality area, highlighting the appeal of these interactive elements. The social campaign garnered 466,783 impressions, significantly boosting Hamilton's online presence and reinforcing their brand message.
Attendees praised the environment's unique and engaging blend of retro and futuristic elements, and the overall thoughtfulness of the design. One remarked, "This hat activation is so unique and interactive. I want to do it for my next show!" Another visitor was charmed by the nostalgic touches, saying, "I'm in love with the shag carpet — it reminds me of my grandmother's basement growing up!" A third encapsulated the widespread sentiment with, "I've never seen anything like this at this show or any show, really." These reflections highlight how Hamilton's exhibit resonated on a personal level, leaving a lasting impression.

The cherry on top of an already successful experience was Hamilton securing the EXHIBITORLIVE Best of Show — Student's Choice award, decided by design students from the EDPA University Affiliation Program at Bemidji State University and FIT/NY. Dan Cantor, Hamilton chairman and CEO, reflected on the special relevance of the recognition when he said, "Earning the Student's Choice Award was a sublime validation of our retro-futurism theme, as we were chosen by the 'next generation' of leaders and future clients."

Flowing Like a Lava Lamp
Hamilton's approach of blending retro-futurism with modern technology and multi-sensory engagement captivated attendees. Incorporating elements that appealed to sight, sound, smell, and touch significantly enhanced the overall impact of the exhibit. Hamilton's strategic use of both high-tech solutions, like inSIGHT, and hands-on activities, such as hat customization, provided a balanced and appealing mix that drew attendees in.

Building anticipation before the event significantly boosted booth traffic and engagement. Effective pre-show marketing strategies, including social media, digital ads, and email campaigns, were crucial in drawing attention and creating excitement around the exhibit.

The blend of retro and futuristic elements intrigued attendees, encouraging them to explore and interact with the exhibits. This heightened engagement led to more meaningful interactions and a deeper understanding of Hamilton's message. Showcasing futuristic technology within a familiar, retro context made advanced tech feel more accessible and less intimidating, prompting attendees to embrace new innovations.

Moving and Grooving
Hamilton's success at EXHIBITORLIVE 2024 shows how creativity, collaboration, and bold innovation can turn challenges into opportunities. Looking ahead, Hamilton plans to evolve the "Beyond Convention" concept by continuing to blend nostalgic elements with cutting-edge design. This approach will guide future projects, emphasizing multi-sensory engagement and innovative technologies. Key elements from the 2024 exhibit, such as the custom music tracks and lead capture solution, will be repurposed and adapted for future use.

Hamilton's successful journey at EXHIBITORLIVE 2024 is a testament to the power of daring to be different. By blending the old with the new, embracing all senses, and fostering a spirit of collaboration, the company demonstrated that the possibilities for creating unforgettable exhibit experiences are limitless. As Hamilton continues to push the boundaries of what's possible, it will pave the way for others to follow, inspiring a new era of innovation and excellence in the trade show and exhibition industry. E