2018 AB InBev Expo: High End Booth Design Proposal

With a limited budget, tight turnaround and high expectations, the High End group within AB InBev wanted an environment for wholesalers to sample, learn about and enjoy the wide offerings of craft beer brands operating under the AB InBev umbrella. We took the narrow strip of area allotted in the convention hall and created a pavilion and beer garden with greenery, communal tables and live entertainment. Craft beer makers use humble materials to create truly special beers. Working with this idea, I used predominantly unfinished lumber with accents of raw steel to fashion a space that was both simple and dramatic. Cost concerns arose with the option using new lumber, so I created an alternate design using standard wood shipping palettes that gave a sense of depth and humor to the space.