Inspired by the warmth and energy of the roadhouses in the host city of Austin, Texas this unconventional trade show space drew people in—and kept them there. Truly unlike any other space at the event, the roadhouse put ASICS on the map and sent a friendly message to it’s neighbors Nike and Adidas that the town might not be big enough for the two of them.
The ASICS Roadhouse was featured on the tradeshow’s home page (TheRunningEvent.com)
Light brings spaces to life, so we designed a custom marquee sign to draw artful attention to the ASICS brand that felt at home in the Roadhouse.
We wanted to make sure that the main focus of the space was the fun experiences that were to be had-- like having a beer and playing shuffleboard-- but we didn't want the attendees to forget they weren't just at a cool Roadhouse bar, they were at the ASICS Roadhouse, so we artfully peppered in the logo as a subtle reminder here and there.
To even further incorporate their branding and to create buzz over their new Autumn/Winter line of apparel we fabricated custom lampshades from the graphics of their featured textiles. We also fabricated custom coasters and napkins out of the line's other textile patterns (see above).
