Country Malt Group
CBC
The Opportunity
Having outgrown the exhibit they purchased in 2019, Country Malt Group set out to create a bold new presence that reflected the scale of its global brand. What began as a conversation around updating an existing booth quickly evolved into a vision for a fully custom, experiential 50′ x 50′ environment. The goal was to design an inviting, open exhibit that could be approached from every direction while immersing visitors in the company’s products, heritage, and brewing expertise.
Our Approach
ProExhibits designed a dynamic circular environment centered around the Lauter Lounge, creating a natural gathering space that anchored the entire exhibit. Surrounding the central bar, thoughtfully curated experience zones, including the Sensory & Sample Wall, Heritage Collection, and Web Store Wall, encouraged attendees to explore every side of the booth. Flowing architectural curves carried throughout the structure, from the exhibit walls to the overhead hanging sign, creating a cohesive design language that reinforced the brand’s premium identity. By delivering an approved design on the first presentation, our team accelerated the project timeline, moving from concept approval to fabrication and installation in just 12 weeks.
The Results
The debut exceeded expectations, earning enthusiastic praise from both the U.S. team and executive leadership based in Europe. The exhibit generated overwhelmingly positive feedback, with the client reporting that not a single negative comment was received throughout the event. More importantly, the success of the project inspired leadership to explore adapting the same experiential design for future EMEA events, reinforcing the exhibit as a strategic investment that elevated Country Malt Group’s global brand presence.
Collaborate Design to Flawless Execution
