ClosetMaid | Case Study

ClosetMaid At the International Builders' Show, ClosetMaid stood out by rejecting the traditional “mock-home” approach, opting instead for a tech-forward, minimalist exhibit that maximized impact in a reduced footprint.

Goals

The challenge was clear: showcase more products than the previous show—despite having less booth space—while maintaining a strong brand presence and creating a memorable visitor experience.

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Audience

The booth was designed for builders, designers, and home organization professionals seeking both functional storage solutions and elevated, on-trend aesthetics. Attendees expected hands-on interaction and personalized inspiration.

Solutions

ClosetMaid’s exhibit blended bold structural choices with smart technology to elevate engagement and efficiency:

‍Structural Innovation: Simple geometric shapes and upward-expanding triangular forms drew attention to the brand while keeping the layout open and accessible.‍
Tech Integration: Touchscreen displays allowed visitors to explore the full product line within a compact 50'x50' space. Downsizing the footprint—while maintaining interactivity—reduced rental costs.‍
Real-Time Customization: Attendees used the displays to personalize storage systems—choosing finishes, colors, and styles—and instantly viewed their designs, bridging the gap between imagination and execution.

This combination of visual clarity, interactivity, and spatial efficiency set the booth apart in a crowded exhibit hall.

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Results

The exhibit delivered a streamlined yet immersive experience that sparked high levels of engagement. Attendees praised the ease of customization and real-time visualization, while the smaller footprint led to a$37,000 cost savings. ClosetMaid successfully shifted the focus from structure to product, proving that innovation and ROI can go hand in hand.

Want to rethink what’s possible?

Smart design and technology can help you do more with less—without sacrificing impact.

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