Honeywell Future Makers Event

Honeywell approached our team to transition a recently successful booth concept into the form language for an entire event. The idea: show Honeywell products in an approximation of their actual environment. Use simple-but-evocative backdrop imagery, to allow the product to “pop”. Push all industry and division specific messaging up into a secondary panel, lit to act as a beacon here across the ballroom floor.

Along with the three industry vignettes in the corners (below), we created a number of complimentary kiosks and booths for the various industry partners. Modular theaters and meeting rooms, also cohesively branded, were placed in the middle of the event space, to act as the proverbial event hub.

Kubota CON-EXPO Booth

As a long-standing client, Kubota has worked with our team on a variety of design-and-implementation projects. We began this journey knowing our space was smaller, and more economically-conscious, than our surrounding competitors. Through iterations involving careful product grouping and arranging, to a more solemn placard-per-product presentation, we arrived at one of our simplest concepts.

Create something unabashedly bold, a large streak that claims this corner of the hall for Kubota. Keep it simple, overall, for elegance is more often found here than in the intricate. A statement piece, easily located across the show floor, capped with a 20’ square curved LED array.

A few challenges awaited us during implementation. The overhead sheer needed special attention as its’ translucency was integral to the concept’s success. The hanging screen was also modified during installation, due to a confluence of factors. We were just prescient enough, if not a bit lucky, to have specified a modular system as opposed to a fixed, rigid frame for those panels.

Ultimately the show was a success, from not only the client’s perspective, but our internal point-of-view as well. Projects such as these can feel like a quest, with unique trials and tests. They can be trying, difficult, unpredictable. They can also be that much more rewarding when met with our best combined efforts.

Project Team
Kim Brock, Chris Kitzman, Matt Lancaster, Erik Ross

TP Showroom Concept

After a number of successful Las Vegas Furniture Market showroom updates, Tempur-Pedic came to InReality with the request of an in-depth reimagining. A number of large scale changes over the previous year, a new flagship store concept and a company merger among them, suggested functional, thematic, and aesthetic changes should be considered in the scope of the Vegas Showroom evaluation.
A range of proposed work was shown in the initial rounds of spatial programming and zoning, from a complete shift of the main entrance and functional areas of the space, to more minor tweaks to room sizes and wall finishes. The floorplan decided upon stayed closer to the latter, and relied on minimal demo work to allow for the finishing of an adjacent expansion.

Mood boards were then created to set the tone for the space. They pulled inspiration from not just the flagship store, but bolder examples of modern architecture and interiors as well. Hard white panels, warmer, medium-toned wood pieces, and light sheer fabrics were the main elements.

A series of focal points were pulled out of the space to indicate a distinct purpose to each area. The stage dominates the main show floor, and acts as a highlighting element to the latest product. The bar begins the change in tone both of the space itself as well as the type of conversation taking place. It acts as a transition between the show floor and the semi-private conversation areas in the belly of the space. The conversation areas are broken into bar height for less formal, and, as one moves further into the space, lounge height for a more formal, intimate talk.


An adjacent area was planned to house a number of private conference rooms and a retailer-specific show floor. These requirements necessitated a separate entrance that mimicked the main space.


While the concept overall was well-received, the specific implementation unfortunately did not see the light of day.

Project Team
Tom Jordan, Matt Lancaster, Melissa Lassiter, Florian Vollmer

Xylem NGWA Expo Booth


InReality was approached by a vendor partner to create a series of trade show fixtures. The original intent was simple enough: distill a high-end lounge experience into a set of pedestals. However, as the team reviewed the needs of the fixtures, and the overall booth purpose, the need for a more intentional plan became apparent.
While the product quantities and sizes were known for the National Ground Water Association (NGWA) Expo, the pedestals would have to account for a wide variety of products in the future. The team decided to create three different pedestal profiles, and have three height options for each, so the right pedestal could be pulled per product or product set. A taller “blade” fixture was designed to accompany each product grouping, and would present either static or dynamic information for that group.


The entrance point was outfitted with a two-part reception desk, a front and back, which could be separated based on the needs and space allowances of future shows. A taller backdrop was used in the opposite corner of the space to act as a visual punctuation. These “backdrop” fixtures also functioned as the formal meeting area, and allowed for storage of collateral and product overflow.





IR worked closely with a tradeshow display specialist and our primary millwork vendor to ensure the final production units would be as close to the concept shown as could be expected. All in all, the end result remained very close to the original form and function, resulting in a very pleased client.


Project Team
Kevin Greer, Matt Lancaster, Jacqueline LaScala, Melissa Lassiter

TP Mall Store Concept


Mattress Firm approach InReality with a few small requests regarding an existing Tempur-Pedic-centric mall store. While the initial scope was primarily confined to layout changes, Mattress Firm quickly realized IR’s approach to the customer interactions and experiences could greatly benefit the overall concept. The team began by zoning out the space, and overlaying product groupings.
The final layout gave the entrance room to breathe by placing small product in the front. Once inside the store, the brand introduction presentation, beneath a sheer fabric canopy, acts as a beacon and starting point to interacting with Tempur-Pedic product.
The overall look was one of warmth, and rich, modern tones and textures. Medium browns, sand, yellowed tans, and rich tufted headboards were juxtaposed with crisper, lighter blues. This came from a combined inspiration of Tempur-Pedic’s then-current photography catalog, as well as independent ideas. All of this is offset by the careful application of lighting, which gives the overall space a softer, “homey” feel.






The concept and presentation were very well received, and the above images were instrumental in the independent creation of a prototype concept store.

Project Team
Ron Bushman, Tom Jordan, Matt Lancaster, Ryan McLaughlin

Speck AT&T Concept


This project was a quick, 3-day-turnaround for Speck Products. Speck had been requested by AT&T to provide ideas for a store-within-a-store, and came to InReality for the initial concept work. The IR team was given a rough idea of the mood and theme of the space based off of a previous Speck tradeshow, as well as rough specs from existing AT&T wall fixtures.
The best ideas from a dry erase board ideation session were presented to Speck, shown below. Their feedback solidified into three concepts that were to be brought to initial concept conversations with AT&T.


The three overall concepts varied by size: two 18′ x 18′ concepts, and a smaller 9′ x 9′. The larger concepts contain lounge elements, as well as a counter top display and more mobile fixtures, indicated by the large square pylons. Fixture concepts were shown separately, and each employs a “stock” side and a “interaction” side.






Unfortunately, the project did not move past the initial concept stage. However, the team felt the concept was strong enough to merit external modeling and rendering, the result of which is shown below.



Project Team
Matt Lancaster, Darwin Muljono, Kate Schindel

TP Retail System Concept


Re-imagining a company’s physical presence in a retail environment can be a daunting task. Doing so for an image-centric client such as Tempur-Pedic, prior to their direct request, requires a strong idea and a stronger team. The approach and thinking behind this project allowed TP to internally reframe how they saw themselves in the retail environment, while appreciating the stages a potential customer must pass through.
For this specific implementation, the team decided upon seven stages a customer may find herself moving through in this product environment: Approach; Brand Greeting; Product Introduction; Product Trial A; Product Trial B; Product Trial C; Small Product & Accessories. Through designing a fixture for all stages save the first, and having the complementary graphics indicate movement to the next stage, the best guided experience could be created for the customer.



The style of the renderings needed to be concrete enough to be functionally self explanatory, but stay loose enough to stay open to aesthetic interpretation.





While this specific aesthetic did not move forward past this presentation, it did inform future conversations, concepts, and implementations.

Project Team
Matt Lancaster, Melissa Lassiter, Chris Livaudais, Darwin Muljono, Florian Vollmer

LP Scene Renderings


After a series of IR-directed photography shoots, our client came back with a secondary request. Instead of incurring the cost of the photo shoot itself — hiring a crew, building the sets, renting both equipment and studio space, and assembling the directorial team on site, to name a few aspects — we were challenged with creating a set of renderings to match the existing photographic style, while being relatively indistinguishable from the rest of the set.
The process began with our art director sketching out his ideas for the overall composition, and offering a guiding hand through the detailing of the models, materials, and textures.



Project Team
Tom Jordan, Matt Lancaster, Darwin Muljono, Joy Olson

Leica CONEXPO Booth Concept


Leica Geosystems initially approached our team for the design of a large tradeshow space. The project quickly expanded into a full strategic endeavor, including a before- and after-show marketing plan, as well as a tiered customer journey map. The initial complexity of the project was made all the more interesting given the week time frame.
With the timing in mind, strategic planning and booth design had to happen concurrently. The design team created zone maps, based on product offering or desired experience, while strategy planned how Marketing Plans A, B, or C might prepare a potential booth visitor. The teams would then meet to refine a layout and flow to the space that took both sets of factors into consideration.


The first of the final concepts relied on an open floor plan, with the focal point resting at the center of the booth space. The experience builds as the visitor moves into the space: separate products are emphasized in the outer ring of the space; the systems created by multiple products working in tandem with one another are explained, with a “foreman” tour guide, in the middle ring; the center of the space involves the most in-depth conversations about the Leica product offering, as well as collateral and small product available at the show.




The second concept creates a sense of intrigue and mystery by walling off the majority of the aisles, leaving three entrances. The main entrance, and linear-symmetrical nature of the space, is highlighted by a large hanging branded element. The main aisle acts as a brand introduction element with a series of interactive stations. Flanked on the left with individual product, and product systems at right, the center aisle guides the visitor to the main meeting and conversation area at the rear of the space.




Project Team
Tom Jordan, Matt Lancaster, Melissa Lassiter, Chris Livaudais, Darwin Muljono, Florian Vollmer

Sleep Smart Concept Store


InReality was approached by Mattress Firm to create a look and layout for a new store concept. The idea was to have a very simply navigational system within the store: arranged by price left-to-right, arranged by firmness front-to-back. Along with creating a wayfinding system, a bright, clean, simple look was created for the overall aesthetic. A few products were called out as breaking the overarching grid system: a test bed in each firmness category, indicated in green, and a few close-out mattresses indicated in yellow at back.
These visualizations helped our contact at Mattress Firm not only sell the concept internally, but directly influenced the build out of a number of prototype stores.




Project Team
Ron Bushman, Tom Jordan, Matt Lancaster, Darwin Muljono, Adrienne Sangastiano

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