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The Evolution of Highmark at EMS

April marked another year at Event Marketer’s Experiential Marketing Summit, but for Highmark, EMS 2025 was anything but routine. It was a defining moment in a journey that’s been building since 2017.

This year’s booth pulled no punches: a full wraparound structure designed to stop people in their tracks. Clean lines. Sharp edges. Space-age energy straight out of 2001: A Space Odyssey. It was a real-world example of what experiential marketing does best: turning branded spaces into unforgettable moments that stick.

We didn’t get here overnight. Here’s how we’ve evolved our presence at EMS—one unforgettable structure at a time.

Highmark’s First EMS: The Start of a Smart Partnership

Back in 2017, Event Marketer came to us with a bold idea: create a central hub on the EMS show floor. It would be a space that combined immersive content on experiential and event marketing strategies with a standout structure. We said yes, and the rest is history.

Over the years, the Highmark hub has become the heart of the show, and the structure itself is one of the best experiential marketing examples there is. Content happens, connections spark, and the spirit of the event comes alive.

Our partnership with Event Marketer has been a game-changer. They program a top-notch experience, and we’ve helped elevate their show floor with large-scale builds that push what’s possible. Some of our biggest competitors, and customers, are there alongside us.

Building Momentum: Milestones and Memories

Each year, we’ve raised the bar: bigger builds, bolder themes, and better experiences. From kitschy family reunions to retro gaming centers to rock-and-roll grit wonderlands, we’ve pushed creative boundaries—and made EMS attendees rethink what a branded space can be. Scroll through our photo history and you’ll see the evolution.

EMS has become our stage to show what’s possible with custom event structures. It’s where we test-drive new ideas and challenge ourselves to be the best partner for experiential marketing agencies pushing for more.

This Year’s Exhibit: Bold Big Future

The EMS 2025 theme was “Big Bold Future,” and we built an environment to match. Our double-deck structure sported a retro-futuristic comic book style on the exterior and a space station vibe on the inside. Think full wraparound structure, ultra-clean interior lines, and exposed beams to drive home the look.

Our team went all-in on storytelling. We created a branded world that felt intentional from floor to ceiling—thanks to impactful partnerships with Brumark, Exploring Graphics, AFR, and Nth Degree.

The layout? Intimate yet effective. A peninsula stage wrapped on three sides with theater seating above. Guests weren’t just attending a session; they were part of it.

One-third of Event Marketer’s total content programming happened inside our hub. That means some of the most important talks at EMS took place within a space we built to showcase what experiential marketing can really look like.

Upstairs, event marketers could take a breather with manicures or signature cocktails. Downstairs, speakers kicked off every session with a short Highmark message, showing exactly how structures can frame and elevate experience.

Why Experiential Marketing—and Structure—Matters

The noise of digital is real. Emails get deleted. Ads get skipped. That’s why experiential marketing strategy still punches above its weight: it creates physical, real-world connections that linger.

For brands, a strong on-site presence is key to capturing attention and holding it long enough to spark those connections. That’s where Highmark steps in. We build premium, custom event structures that supercharge activations. Our modular systems adapt to creative vision, elevate messaging, and reinforce brand authority. The space becomes part of the story.

The benefits of experiential marketing start with connection, but structure makes them last. We don’t do tents. We don’t do shipping containers. Your brand deserves better—and your audience notices the difference.

Looking Ahead

EMS 2025 reaffirmed something we’ve hoped for a while: Highmark is helping to lead the event marketing conversation.

Our goals were clear: increase visibility, deepen agency relationships, and turn warm prospects into real projects. The energy and engagement in our structure all signals one thing: we’re hitting our stride and ready to do that same for brands, event marketers, and top experiential marketing agencies.

Highmark is excited to keep partnering with Event Marketer and showing what’s possible when form, function, and creativity come together at EMS.

Ready to build something bold for your experiential marketing events? Are you an event marketing agency in need of a premium structure for your client? Let’s talk about custom structures for marketing and events.

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 that give agencies a powerful way to impress clients, prove value, and elevate every activation.

What are the biggest event marketing trends for 2025?

The top event marketing trends 2025 include expanded use of AI, data-driven storytelling, cross-department collaboration, and measurable creative output tied to analytics and technology.

How is AI being used in event design?

AI supports ideation, visualization, and presentation work. It helps creative teams develop 3D renderings, refine concepts, and streamline RFP response materials.

What types of experiences are most in demand?

Consumer activations, influencer events, and live conferences are leading growth areas.

Why is collaboration so central to creative success?

As budgets tighten and expectations rise, collaboration between creative, strategy, and operations ensures ideas are both innovative and achievable.

How can experiential marketing statistics be tracked and leveraged?

Experiential marketing statistics can be tracked through a mix of digital and on-site metrics such as lead generation, social media amplification, dwell time, and post-event engagement. Creative teams use tools like QR codes, mobile apps, and analytics dashboards. When analyzed, they help agencies and builders refine design strategies, measure ROI, and create more effective, data-driven brand experiences.