The Space
We had a 40×40 space to create an unforgettable experience and maximize our brand visibility. Not only did we utilize that space on the ground level, but we brought it vertical with a double deck exhibit.
On the ground floor, you would find a stage, ample seating (including sofas, chairs, and barstools), a bar, and multiple LED screens.
Walk up the stairs, and you’ll find more seating for networking and presentation viewing.
The Functionality
We wouldn’t be maximizing the trade floor space without bringing functionality. Our exhibit booth facilitated interaction and engagement. Here are some clever features:
Flexible Presentation Space
The large LED wall and presentation area allowed for a variety of presentation styles. Presenters could choose from podiums, microphones, or a more casual setting to suit their needs.
Technology
Remote-powered speakers ensured clear audio throughout the space, even in the tucked-away lounge area. This allowed attendees to comfortably move around and still follow presentations.
The two large LED walls and strategically placed smaller screens throughout the booth offered content, presentations, or information. This allowed attendees to easily access information regardless of where they were standing in the booth.
Versatile Seating
A mix of high-top tables with stools near the presentation area offered a casual environment for quick conversations, while the plush sofas in the hidden lounge area provided a comfortable space for in-depth discussions or relaxation.
The Details
A modular double deck is just parts and pieces without theming and branding. The true magic of the booth was in the details that brought the rockstar theme to life.
A rock and roll playlist complemented the velvet seating, crystal chandeliers, and fireplace.
The daughter of Vice President Brian Baker hand-painted the design for the largest modular wall in the exhibit (See the flame-and-skull themed “album cover” in the photo below).
Faux alligator skin disguised beam covers and zebra skin covered the floor, further cementing the rockstar mansion aesthetic.
Why Space, Functionality, and Details Matter For Event Structures
You could just build a booth and hand out business cards. But that won’t make your brand memorable. That’s why brand activations and experiential marketing matters. We know that Event Marketer attendees won’t soon forget rockin’ out with us.
Create your event structure that rocks. We’ll help you create an immersive experience that makes your brand stand out. Contact us to build your structure.
EMS and Experiential Marketing FAQs
What is EMS, and why is it important for experiential marketing in 2025?
EMS (Experiential Marketing Summit), hosted by Event Marketer, is a premier industry conference for agencies and brands focused on live, immersive marketing experiences. For 2025, it remains a critical hub for connecting with decision-makers and showcasing cutting-edge experiential marketing solutions like Highmark’s event structures.
What is Highmark’s function at the Experiential Marketing Summit?
Highmark plays a central role at EMS by partnering with Event Marketer to create a signature space on the show floor. Since 2017, Highmark has provided a themed, premium event structure where Event Marketer hosts a significant portion of its content presentations and programming. Beyond showcasing physical capabilities, Highmark uses their hub to immerse attendees in a fully branded, thematic experience—demonstrating firsthand how their modular structures elevate brand activations and showing agencies and brands exactly what’s possible.
What are Highmark’s goals at EMS?
Highmark’s goals at EMS include:
- Deepening relationships with brands and agencies already familiar with their work
- Raising awareness among new audiences about their customizable event structures
- Delivering a clear message: there are better, brand-elevating options than tents or shipping containers
- Demonstrating alignment with agency needs by modeling the type of immersive experience agencies create for their clients
- Proving capability by letting attendees experience Highmark’s creative, premium structures in action—making it easier to envision using them in future activations
How has Highmark’s presence at EMS evolved since 2017?
From being relatively unknown in 2017 to now being a recurring exhibitor, Highmark has grown its reputation by consistently showing up, educating the market, and delivering memorable exhibit structures.
What are the benefits of experiential marketing?
Experiential marketing gives brands the power to connect with audiences through live, face-to-face engagement—arguably the most effective form of marketing. In-person experiences leave lasting impressions, foster emotional connections, and generate social sharing opportunities that digital alone can’t replicate.
How do Highmark structures elevate experiential marketing?
Highmark helps agencies and brands maximize the impact of face-to-face marketing by providing immersive, premium structures that make every interaction more memorable, strategic, and aligned with brand goals.
What types of companies benefit from Highmark’s experiential structures?
Experiential marketing agencies are Highmark’s primary clientele, but brands seeking direct-to-consumer engagement or sports marketing activations can also benefit—especially if they manage projects without an agency.
What makes Highmark’s structures better than tents or shipping containers for brand activations?
Highmark’s structures are more customizable, professional, and brand-forward than tents or shipping containers, offering higher design quality and user experience—especially for high-end or immersive events.
How does Highmark help agencies stand out at events like EMS?
Highmark helps agencies stand out by creating custom, premium structures give agencies a powerful way to impress clients, prove value, and elevate every activation.
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