MAGIC-ally Transforming Show Floor Design

There’s no “one size fits all” when it comes to show floor design. Just as exclusive as the fashion trends I see at MAGIC every year, the GES team aspires to bring our Advanstar client’s show floor vision to life and make it unique as possible. Too often, trade shows look alike, and our client is committed to making their exhibitors’ experiences fresh – from the way they manage the show to the way they interact with attendees.

For their summer 2014 show, Advanstar challenged us to create a new look and feel that would elevate the look of MAGIC.

It needed to be an elegant canvas that showcased their exhibitors’ products with polished and extremely high end finishes. When they came to my team with this challenge, we readily accepted. We vowed that we would deliver something that would turn heads and make products ‘pop’. That’s where FIT 3.0 came in.

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