Direct Travel
GBTA
The Opportunity
Direct Travel entered 2025 with a bold objective: to showcase the live operation of their flagship offering, Avenir. This milestone called for a refreshed brand expression, introducing new colors and visual elements that moved beyond their traditional red and white palette. Building on the success of their 2024 booth, they aimed to retain key architectural components while evolving the space to meet two new strategic goals: a private executive meeting area and a fully integrated theater experience. Additionally, they wanted to elevate the digital presence of the booth through enhanced LED video content that signaled innovation at every touchpoint.
Our Approach
ProExhibits responded with a design-forward strategy that balanced impact with efficiency. With the same 30×40 footprint and a consistent budget, we strategically repurposed key elements from their previous build, including the curved LED video wall, illuminated topo layers, and interactive demo nooks. To unlock space for the new functional goals, we introduced a rental double-deck structure, creating a private meeting room above and a dedicated theater space below. Every aspect of the deck was customized to align with Direct Travel’s refined brand identity, from graphic treatments on exposed surfaces to a custom gradient pattern on the acrylic walls. To further enhance their digital storytelling, we incorporated an LED video hanging sign that captured attention from across the show floor.
The Results
The final result was a highly functional and visually striking environment that supported Direct Travel’s objectives without compromise. The double deck created natural separation between meeting and presentation spaces, while maintaining an open and inviting flow throughout the booth. The LED video hanging sign became a standout feature, commanding attention and reinforcing the brand’s leadership. Feedback from Direct Travel’s internal survey was overwhelmingly positive, with strong results in both attendee engagement and the success of pre-scheduled meetings. While ProExhibits continues to exceed expectations year after year, the 2025 exhibit represented a new benchmark in our partnership and in what is possible within a 30×40 footprint.
Collaborate Design to Flawless Execution
