The Trade Group Launches Experiential Division to Replace Event Architecture

After operating Event Architecture (EA) as a separate brand for five years, The Trade Group (TTG) has launched a new experiential division within TTG to handle all experiential marketing activations formerly handled through the EA brand. Industry veteran Adam Haas has taken the helm as Director of Experiential for the new division.

The Trade Group Launches Experiential Division to Replace Event Architecture

After operating Event Architecture (EA) as a separate brand for five years, The Trade Group (TTG) has launched a new experiential division within TTG to handle all experiential marketing activations formerly handled through the EA brand. Industry veteran Adam Haas has taken the helm as Director of Experiential for the new division.

GRAPEVINE, TX—July 7, 2023The Trade Group, an award-winning event marketing company, is pleased to announce that it has officially launched an experiential marketing division, which will operate as a division within The Trade Group (TTG). The company previously handled the bulk of its experiential activations through TTG’s sister brand, Event Architecture, a brand that will cease to exist once the transition is complete. 

While The Trade Group does have extensive experience in the experiential space—through Event Architecture and numerous activations under TTG—the company looks forward to making further inroads into that space. TTG believes launching an exclusive experiential division within TTG and assigning a dedicated director to focus exclusively on experiential projects will enable the company to serve more agencies and brands seeking a full-service partner for their experiential endeavors.

According to Adam Haas, Director of Experiential at The Trade Group, “For over 30 years, The Trade Group has stood out in the trade show and exhibition industry as an exceptional, full-service partner, able to execute every detail from ideation through execution. Expanding TTG’s reach in the agency world has been a long time in the making, and I’m delighted to help steer the ship.” 

With the launch of the experiential division, Haas looks forward to changing the perception many agencies have of TTG—as a resource for structural design and fabrication only—to a full-service partner for everything needed from a live events and experiential perspective. 

“I come from the agency world, where I had to piecemeal experiential projects with various design, print and fabrication vendors—vendors you hope will all play well together. I’m already seeing excitement from agencies who crave the ease of working with a one-stop shop like The Trade Group. From ideation, design, printing and fabrication to storage, execution and the ability to deploy activations worldwide, TTG can handle every aspect of any experiential project—all under one roof,” says Haas.  

With over 15 years working in the industry—handling elite events and brand experiences involving entertainment, hospitality, luxury brands and more—The Trade Group believes Haas brings the expertise needed to steer the experiential division toward success. “Adam knows what it takes to consistently execute brand experiences at the highest level, and he is well respected in the industry. We’re excited to launch the new division with Adam at the helm and can’t wait to see what the future holds,” says Malcolm Gilvar, Chief Revenue Officer of The Trade Group.

To learn more about The Trade Group’s experiential marketing, brand activation, creative design, structural design and fabrication services, visit www.tradegroup.com or call 800-343-2005 to speak with a sales consultant.

ABOUT THE TRADE GROUP

The Trade Group is an award-winning, full-service event marketing company specializing in event management, exhibit design and fabrication, graphic design and production, videography, experiential marketing and more. Since 1986, the company’s team of event, design, and engineering experts has helped thousands of clients amplify their brands and successfully navigate a wide range of events and experiences.

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