Red Bull North America - NACS 2024

Red Bull wanted an experiential, modular exhibit that would utilize several of their existing assets while creating an entirely new exhibit that would be consistent with their branding yet look entirely fresh to attendees at the National Association of Convenience Stores. Storylink Creative utilized their existing BeMatrix frames with fabric, faux textures, and patterns to add a sense of permanence to the exhibit. While many fabric booths can appear light and almost flimsy, we wanted the space to feel more like a brick-and-mortar space conducive to more of an "experience" than you might anticipate in a more traditional stand. A three-piece overhead element helped to brand and delineate the space. A series of 20 digital monitors comprised a screen that ran branded content and motion graphics, attracting attention to the space. Additional digital monitors were used in a variety of configurations to provide additional branded content and motion graphics. Each configuration was unique and purposeful, conveying a specific message. Sports memorabilia was displayed throughout the space to reference Red Bull's many sponsored athletes. A DJ at a mirrored bar spun tunes that attracted attention and supported the primary activation, the Dance Your Style competition. The highly popular Red Bull Dance Your Style competitions take place at 80 events around the world, challenging street dancers to compete in head-to-head competition with audiences determining the winner. (The World Final was held in Mumbai a few weeks after NACS 2024.) Inside the space, a slice of black, angled flooring with floor graphics (as well as the overhead screens) drew attention to the battle, with the DJ providing energetic music and an emcee introducing the dancers and hosting each battle. After the two dancers performed (and did a little trash talking, perhaps), the crowd voted by holding up a double-sided card that was distributed by crowd gatherers as attendees amassed in the booth and surrounding aisle. The emcee scanned the crowd, counted the votes, and declared the winner. But given all the attention (and attendees) the activation attracted, Red Bull was the real winner.