Impossible Foods Expo West
Impossible Foods Makes Impact at Expo West 2024 with Butcher Shop-Themed Booth, Blending “Sopranos Meets Supreme” under New Branding
- Tags: Exhibits
Client: Impossible Foods
Timeframe: 2024
Collaborators: ProExhibits
The Opportunity
Impossible Foods challenged us to design a booth experience under the aesthetic of “Sopranos meets Supreme” in the setting of a Queens, NY butcher shop. Impossible was unveiling their new brand direction at Expo West 2024 and needed to show up in a loud, impactful manner.
The Approach
Authenticity was key for this design, down to every detail. Exterior tear away branding wraps mimic the front of delis throughout Queens. A lightbox awning was used to create the hanging sign. Black and white tile inlay with butcher block tables and refrigerated display cases all lean into the theme. A branded content flipwall infused elements of contemporary playful design, while remaining analog.
The Takeaway
Expectations were surpassed in this design, delivering a custom booth experience for customers to immerse themselves in Impossible Food’s new brand identity. This design represents the intersection of authentic design, infusion of technology and immediate brand recognition.