Role: Art Direction & Design Lead · Experiential Design · Trade Show Strategy · Concept-to-Execution
Upshop wanted to bring their product story to life in a way that felt real, human, and memorable. The result was a fully branded, meeting-room–style booth experience designed to demonstrate how Upshop 360 addresses real-world grocery store challenges.
Below are three booth variations developed for distinct trade show environments. I led art direction and design across all three, partnering directly with Upshop’s CEO and the fabrication vendor to bring each concept from vision to execution.
The booths were designed as flexible systems—each adapted to the scale, audience, and goals of the specific show.
Groceryshop 2025
A modular booth system combining high-impact branding, integrated screens, and enclosed meeting space for live product demos.
Real world images from the show
Rendered concepts brought to life on the show floor, maintaining the original design intent while adapting to venue constraints.
Designed as a fully enclosed meeting room to enable longer, more meaningful conversations on the show floor.
NRF 2026
A private, meeting-room–style booth designed to support focused conversations with enterprise grocery leaders.
Euroshop 2026
A scalable, open-concept booth designed for a global audience, emphasizing visibility, modularity, and platform storytelling.