Shure
Inspired design at the National Association of Music Merchants (NAMM).
SHURE GALLERY
More images of Shure at NAMM.
Project Brief
The National Association of Music Merchants (NAMM), an annual trade show held in Anaheim, California, attracts more than 100,000 artists, music professionals, and audiophiles together to exhibit the latest and greatest in the music products industry.
It was here that Shure, a leading manufacturer of professional microphones and audio electronics, sought to introduce their new brand messaging to a wider audience and launch their new line of listening and audio products into the market.
CHALLENGE
Shure challenged Derse to bring Shure’s new brand identity to life by creating a memorable brand and lifestyle experience. Through this, Shure would introduce their brand to a broader segment of consumers who attend the annual NAMM conference. Shure wanted to build increased awareness among end-users, influencers, and press.
Marrying the new brand look and message with the exhibit space, Derse designed a booth that was open and inviting to engage clients in hands-on product demonstrations. With numerous product demos highlighting Shure listening products and microphones, the booth was designed to educate attendees through meaningful interactions and personal experiences.
The MW88+ Video Kit Demo was an opportunity to not only tell the story of how Shure’s hand-held products work for vloggers, filmmakers, musicians, and podcasters, but prove the portability and quality of the Shure product.
In the Shure Vocal Lab, participants’ voice triggered the formation of the soundwave displayed across LEDs.
The Sound Extraordinary Stage at the back of the booth provided a photo and social media opportunity for attendees to have their photo taken with a variety of musical artists.
The Mosaic Wall served as an aisle engagement and invited guests to participate and create a billboard-sized work of art in real-time, powered by Shure’s unique hashtag and posting on social media platforms.