Our creative team is often on-site to scout spaces or construct booths for events, trade shows, and environmental design projects, but we especially look forward to our annual trip to Germany to do this. Now that he’s back from his third year supporting our client Brand USA at ITB Berlin, the world’s leading travel trade show, Patrick can almost say he fits in like a local (or as he puts it, “Ich bin ein Berliner”).
For Patrick, representing Novak Birch and providing technical support to Brand USA in Berlin was the culmination of months of listening to the client’s needs, designing their trade show space, and communicating with builders overseas to make the exhibit a reality. In Germany, Patrick supervised the pre-show build, tracked down any missing collateral, provided client support, documented any opportunities for improving next year’s space…and even found time to explore as many of the other booths as possible in the 1.7 million-square-foot space.
“For Novak Birch, the purpose of the show is to represent Brand USA and support their mission to generate international visitation to the USA,” says Patrick. “But as an added benefit, we get to learn how organizations across the world create unique spaces to represent themselves. Every destination, culture, travel tech firm, and so on, is putting their best foot forward, and we’re there to do that for Brand USA—showcasing the United States as a premier travel destination.”
Follow along on a photo journey of this year’s trip for a behind-the-scenes look at our latest international trade show success!
Building the Booth
Months of design and planning before the big trip helps ensure seamless implementation. We designed a welcoming booth that incorporates dimensional elements with edge lighting. Then, Patrick brought the creative vision to life, managing the on-site build.
Delivering an Engaging Experience
The jumbo screen above the Brand USA booth showed trailers and ads for the America’s Musical Journey film premiere and the new GoUSA app as well as expanded pictures and videos of all 50 states and five territories.
The Brand USA booth featured flexible spaces for meetings. Behind the reception desk, a large monitor showcased the GoUSA app on Apple TV. Exhibitors could also mirror their screens on it for presentations.
To the right of the reception desk, a double-sided social media tower broadcasted a Twitter feed of #VisitTheUSA, a vast and curated collection of cities, states, venues, museums, and other destinations and activities.
Creative Inspiration from Other Booths
Every year, Costa Rica brings a show-stopping booth full of vibrant plant life.
Who wouldn’t want to visit a lifelike hut from the Skellig Islands, where they shot The Last Jedi? Ireland’s innovative booth even had a Luke Skywalker impersonator!
Beautiful and minimal, Oman’s booth used lighting to accent a stunning structure.
Downtime: Taking in the German Culture
After a long few days of setup, Patrick celebrated and enjoyed a currywurst (or two).
Patrick found time to visit Berlin Graphic Days, an art festival with over 100 multinational artists. The event features street art, illustration, collage, and other mediums.
For more information on our jetsetting work with Brand USA, check out our gallery.
