TLDR: Highmark’s EMS 2024 exhibit combined a double-deck structure, bold rock-and-roll theming, and strategic partnerships to create a high-impact experiential marketing environment that drove engagement and stood out on the show floor.
At a Glance:
- From event organizers to suppliers, collaboration is essential to executing a seamless and impactful brand activation.
- A well-designed space paired with intentional planning keeps attendees engaged and interacting longer.
- Adaptable presentation areas and varied seating options allow brands to connect with different audiences in different ways.
- Theming, atmosphere, and thoughtful design elements turn a booth into a true experiential marketing moment.
In the words of AC/DC, it’s a long way to the top if you want to rock and roll. But at Highmark TechSystems, getting there doesn’t take long: it takes the right strategy, the right partners, and the right structure.
At the 2024 Experiential Marketing Summit (EMS), Highmark proved exactly what that looks like. In just eight hours, the team transformed a 40×40 space into a bold, double-deck exhibit that delivered more than just visual impact; it created a fully immersive event experiential marketing experience.
With a rock-and-roll-inspired theme, dynamic presentations, and a steady flow of attendees, the booth quickly became a central hub on the show floor.
But what made it truly successful wasn’t just the look. It was how everything worked together to create an experience people didn’t want to leave.
Building More Than a Booth: A Fully Immersive Experience
From the moment attendees stepped into Highmark’s space, it was clear this wasn’t a standard trade show booth.
Zebra-patterned flooring, velvet seating, crystal chandeliers, and a curated rock playlist set the tone. It felt less like an exhibit and more like stepping into a backstage lounge at a live show. As Brian Baker put it, “We were party central.”
But behind the atmosphere was intentional design. The double-deck structure maximized the footprint, allowing Highmark to create multiple zones for interaction—presentation space, networking areas, and comfortable lounges—all within one cohesive environment.
This is what sets successful experiential marketing apart: creating a space people actively engage with.
The Power of Partnership in Experiential Marketing
Just like a great concert relies on more than the band, a successful exhibit relies on a network of collaborators working behind the scenes.
Highmark’s EMS presence came to life through strong partnerships across the board, from event organizers to suppliers to presenters.
Event Marketer: Setting the Stage
Event Marketer, the force behind EMS 2024, created the platform that made it all possible. With strategic promotion and thoughtful event programming, they brought together the right audience and energy.
Located in the Hall of Ideas—the central hub of the event—Highmark’s 40×40 space benefited from consistent foot traffic and visibility. This positioning allowed the team to deliver presentations and experiences to a steady stream of engaged attendees throughout the event.
Event Marketer set the stage. Highmark brought it to life.
Event Suppliers: Bringing the Vision to Reality
While Highmark engineered and installed the double-deck structure, key supplier partners helped transform it into a fully realized experience.
Each partner played a critical role:
- Stamm Media handled audio and video, ensuring seamless presentations and clear sound throughout the space
- Brumark delivered custom flooring that grounded the bold theme
- Exploring Graphics elevated the structure with large-scale, fabric-printed visuals
- AFR Event Rentals provided furniture that balanced comfort with a rockstar aesthetic
- Exhibit City News captured the experience and extended its reach beyond the show floor
These collaborations highlight an important truth: even the most innovative structures rely on the right team to execute at a high level.
Designing for Engagement: A Space That Works
A standout design may draw a crowd, but functionality is what keeps people there.
Highmark’s structure was intentionally designed to support a wide range of experiential campaigns, making it adaptable throughout the event.
Flexible Presentation Capabilities
Presenters had everything they needed to deliver engaging sessions. Whether they preferred a formal podium setup or a more relaxed, conversational style, the space accommodated it.
Large LED walls ensured visibility, while multiple screens throughout the booth kept content accessible from every angle. Even when seating filled up, attendees gathered around the perimeter, still fully engaged in the experience.
Technology That Enhances the Experience
Audio and visual technology played a key role in maintaining flow and connection.
Speakers distributed throughout the structure ensured consistent sound quality, even in lounge areas or on the upper level. Attendees could move freely without missing a moment.
This seamless integration of technology helped eliminate friction, making the experience feel natural and immersive.
Spaces for Every Type of Interaction
Not every interaction happens the same way, and Highmark designed for that.
High-energy areas near the stage supported quick conversations and active engagement, while quieter lounge spaces offered a place for deeper discussions or a break from the crowd.
This balance made the booth feel dynamic yet comfortable, encouraging attendees to stay longer and return throughout the event.
Why Experiential Strategy Matters More Than Ever
You can build a booth. You can hand out materials. But that doesn’t guarantee impact.
What Highmark demonstrated at EMS 2024 is that successful activations require more than structure; they require strategy.
Every decision, from layout to lighting to partnerships, contributed to a cohesive experience designed to engage attendees on multiple levels. It’s this level of intentionality that turns a physical space into a memorable brand moment.
As the industry continues to evolve, expectations are only increasing. Events like the Experiential Marketing Summit 2026 will demand even more immersive, flexible, and scalable environments.
Brands that invest in experience, not just presence, will be the ones that stand out.
Event Structures That Rock—And Deliver Results
At the end of the day, Highmark’s EMS exhibit wasn’t just about creating a visually impressive space. It was about delivering results: driving engagement, facilitating conversations, and leaving a lasting impression.
And just like a great rock show, none of it happens alone.
From concept to execution, Highmark partners with brands, experiential marketing agencies, and event teams to bring ideas to life. Whether it’s a bold, themed activation or a highly functional presentation space, the goal is always the same: create something people remember.
So next time you’re heading to a show, think beyond the booth. Think about the experience.
Ready to Rock Your Next Event?
If you’re planning your next trade show or activation, don’t settle for standard.
Partner with Highmark TechSystems to design an event structure that captures attention, supports engagement, and delivers real impact.
Let’s build 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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