JLG set out to leverage their theme of ‘Imagine What’s Next’ and to cement their position as an innovation leader. This meant creating an immersive experience that no competing brand could offer. The centerpiece of the booth is an impressive two-story glass and steel structure. Custom steel frames were designed to surround the building. These frames were painted JLG’s famous shade of orange and shrouded in printed fabric graphics, which created a unique multi-faceted look. The booth was also infused with cutting-edge technology including: 3D printed models, the world’s largest selfie stick, interactive kiosks, digital billboards, a 360-degree virtual reality theatre and more. All of these elements worked together to create the distinctive environment JLG envisioned. Every aspect of the space was engineered to tell their story and create a memorable customer experience.