In 2024, Google set out to unify its presence across industry events with a more consistent, flexible, and future-ready approach to exhibit design. The goal: develop a modular kit of parts that could adapt seamlessly across a wide range of shows—regardless of location, audience, or industry focus.
I helped lead the creative development of this new spatial system, which debuted at the National Retail Federation (NRF) show as its first major outing. Designed to balance functionality with a clean, elevated Google aesthetic, the space prioritized flexibility, allowing for unique storytelling moments while still maintaining brand consistency.
The NRF install acted as both a showcase and a test case—demonstrating how the new kit could flex to fit different content needs, screen formats, and product stories. From architectural components to integrated lighting and materials, every detail was thoughtfully considered to scale effortlessly.
Following its successful debut, the system is now being used not only across domestic U.S. events but also in international markets—proving its value as a global solution for Google’s event presence moving forward.