When we began planning and designing the new booth with the AAK team the year before its IFT16 debut, it was agreed that the booth must be open and inviting, with a fresh new look that branded the company and highlighted its key messaging. Since AAK would be focusing on in-booth baking and confectionery demos for the first time, it was important that the booth feature an eye-catching and functional demo island. The booth needed to stand out in a very competitive space, where everything and everyone is vying for attendees’ attention. To accomplish these goals, the new booth commands a presence with lit overhead panels and a modern look, with sleek, curvilinear lines. Natural-looking finishes and fresh, clean colors with crisp white notes represent AAK’s holistic, sustainable approach. Enticing imagery features consumer-pleasing finished products, while additional images, key messaging and elements of their latest ‘bAAKing with AAK’ campaign highlight the company’s role as a provider of value-adding specialty fats and oils. Because nothing exists in a vacuum, especially at a trade show, we knew that a comprehensive approach was required. We incorporated elements including: an email campaign, push notifications, program & exhibit directory listings, prototype distributions and demo performances, with every piece fitting together for the strongest outcome.