TLDR: Highmark’s EMS 2024 exhibit transformed a 40×40 booth into a fully immersive, double-deck experience that combined bold design, smart functionality, and rock-and-roll-inspired details. By maximizing space, integrating technology, and focusing on engagement, the structure became a standout example of effective experiential marketing in action.
At a Glance:
- A double-deck structure transforms a standard footprint into a multi-level experience, increasing visibility, capacity, and engagement without needing more floor space.
- Flexible presentation areas, integrated AV, and thoughtful layouts keep EMS attendees engaged longer and make the space work harder throughout the event.
- Blending open, high-energy areas with comfortable lounge spaces supports everything from quick conversations to deeper, more meaningful connections.
- Theming, materials, and immersive elements are what make a booth memorable.
When you step onto the floor at a major industry event, standing out isn’t optional; it’s everything. At the Experiential Marketing Summit, brands are competing not just for attention, but for meaningful engagement. That’s exactly what Highmark set out to achieve with its 2024 exhibit.
With a 40×40 footprint, the goal was to create an immersive environment that blended bold design, smart functionality, and unforgettable detail. The result? A double-deck event structure that didn’t just fill space. It owned it.
This is how Highmark turned square footage into a fully realized event experiential marketing experience.
Maximizing Space with a Double-Deck Exhibit Design
A standard booth would have limited Highmark to a single plane of engagement. Instead, the team went vertical…literally.
The double-deck structure allowed Highmark to expand its footprint without increasing its square footage. On the ground level, the space was designed for energy and interaction. Attendees were welcomed into a vibrant environment featuring:
- A central stage for presentations
- Ample seating, including sofas, chairs, and barstools
- A fully integrated bar area
- Multiple LED screens for dynamic content
Upstairs, the second level created a more relaxed, elevated experience. This space offered additional seating for networking, casual meetings, and a comfortable vantage point for viewing presentations below.
By layering the environment, Highmark created distinct zones that catered to different attendee needs, all within the same footprint. This strategic use of space is what separates a good booth from a truly effective experiential marketing environment.
Designing for Engagement: Built-In Functionality That Performs
A visually impressive structure will draw people in, but it’s functionality that keeps them there.
Highmark’s EMS exhibit was designed with interaction in mind, ensuring every element contributed to engagement rather than just aesthetics.
Flexible Presentation Space
At the heart of the booth was a large LED wall and presentation area designed for versatility. Whether hosting a formal talk or a more conversational session, presenters had the flexibility to adapt their setup with podiums, microphones, or open-format discussions.
This adaptability allowed the space to support a wide range of experiential campaigns, making it easy to shift tone and energy throughout the event.
Integrated Technology for Seamless Experiences
Technology played a critical role in making the space feel connected and accessible.
Remote-powered speakers ensured clear, consistent audio throughout the entire structure, even in tucked-away lounge areas. Attendees didn’t have to choose between comfort and engagement; they could move freely while staying connected to the action.
Multiple LED walls, paired with strategically placed smaller screens, ensured that content was always within view. No matter where someone stood, they had access to presentations, brand messaging, or key information.
Versatile Seating for Every Type of Interaction
Not every attendee engages the same way, and Highmark designed for that.
Near the presentation area, high-top tables and stools created a casual, fast-paced environment ideal for quick conversations. Meanwhile, the hidden lounge area offered plush sofas and a quieter atmosphere for deeper discussions or a moment to recharge.
This thoughtful mix of seating styles helped the booth feel dynamic yet comfortable, encouraging attendees to stay longer and engage more meaningfully.
Bringing the Theme to Life: The Power of Immersive Details
Even the most functional structure needs a strong identity. For Highmark, that identity was unmistakable: a bold, rock-and-roll-inspired experience.
The transformation from structure to story happened through intentional, immersive details.
A curated rock playlist set the tone, immediately signaling that this wasn’t a typical trade show booth. Inside, velvet seating, crystal chandeliers, and even a fireplace created a surprising contrast, blending luxury with edge.
One of the most unique elements came from within the Highmark team itself. The daughter of Vice President Brian Baker hand-painted the design for the largest modular wall, creating a flame-and-skull “album cover” that became a visual centerpiece of the exhibit.
Material choices reinforced the theme at every turn. Faux alligator skin wrapped beam covers, while zebra-patterned flooring grounded the space in a bold, high-energy aesthetic.
These weren’t just decorative choices; they were storytelling tools. Together, they created an environment that attendees didn’t just walk through…they experienced.
Why Space, Functionality, and Detail Define Successful Event Structures
It’s easy to build a booth. It’s much harder to build something people remember.
Highmark’s EMS 2024 exhibit demonstrates what happens when space, functionality, and design work together with intention. Each element served a purpose:
- The structure maximized visibility and flow
- The functionality encouraged interaction and engagement
- The details created emotional impact and memorability
This is the foundation of effective experiential marketing. It’s not about handing out materials; it’s about creating moments that stick.
And in an environment like EMS, where brands are pushing the boundaries of creativity, that level of execution is what sets leaders apart.
Looking Ahead: Building What’s Next for EMS and Beyond
As the industry continues to evolve, so do expectations. Events like the Experiential Marketing Summit 2026 will demand even more from brands: more creativity, more flexibility, and more immersive environments.
Highmark is already thinking ahead, designing structures that aren’t just visually striking, but adaptable, scalable, and built to support the next generation of experiential engagement.
Our partnership with Event Marketer at EMS has only been getting stronger since 2017, and we can’t wait to engage more attendees with this year’s campaign.
Ready to Create an Experience That Stands Out?
You don’t need more space. You need to use it better.
Whether you’re planning your next trade show, brand activation, or large-scale exhibit, Highmark can help you design and build an event structure that captures attention and drives real engagement.
Let’s create something unforgettable.
EMS and Experiential Marketing FAQs
What is EMS, and why is it important for experiential marketing in 2026?
EMS (Experiential Marketing Summit), hosted by Event Marketer, is a premier industry conference for agencies and brands focused on live, immersive marketing experiences. For 2026, 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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