Zaxby’s at ICSC Recon 2023
Zaxby’s approached us to help them develop an updated and elevated exhibit to better represent their brand identity like never before at a variety of trade shows. They needed an attention grabbing, memorable booth out on the floor to provide a unique branded space for meetings with clients at their shows.
The main goal of this design solution was to create a fun, brand-focused environment which will become recognizable from show to show, and create intrigue to draw people in from the aisle of the show floor to learn more. The design was meant to present and immerse the attendee into the environment, just like they were walking up to enter a Zaxby’s restaurant. Unfortunately, the we weren’t able to make a working drive-thru window, and show regulations prohibited working deep fryers.
The exterior of new construction architecture for Zaxby’s stores led the inspiration for this exhibit. Working with architectural plans for materials and colors, those blueprints evolved into aluminum structures, printed fabric and vinyl graphics, and lightweight beam construction. Everything had to be floor-supported to adhere to most show rules (and keep costs down!), but were were still able to engineer two tall peaks and a self-supported archway.