Behind the Build: Building More Value Into Sponsorship

When an event truly values its sponsors, supporting them goes well beyond booth space.

For this premier graphics industry event, AGS was trusted to help one of its most important sponsors — Hewlett-Packard — create a show-floor presence that could do more than look impressive. The space needed to support live equipment demos, networking and onsite education, all while staying open, inviting and connected to the surrounding event.

The solution was a series of intersecting, open-concept environments that gave each activity its own purpose without breaking the experience into separate rooms. Attendees could move naturally between demonstrations, conversations and educational moments while Hewlett-Packard maintained a strong, cohesive presence across the space.

That’s the part of the build people don’t always see: the structure wasn’t just designed around square footage. It was designed around how the sponsor wanted to engage with the audience — and how the event wanted its sponsor to be experienced.

See how it came together: