Smithfield Foods

Meaningful face-to-face interactions in an open and inviting space.


Smithfield Foods

Project Brief

Smithfield Foods is a U.S.-based global food company with many of their customers located in far-reaching places around the world. They attend the biennial ANUGA show, the world’s largest trade fair for food and beverages, as a reunion of their customers, hosting and meeting with them as much as possible during the four day event. While understanding the importance of quantitative results, Smithfield’s strategy was to focus on the face-to-face interactions with attendees of ANUGA with the ultimate goal of connecting with their current clients as well as global prospects.


Results from the previous ANUGA show identified the need for an exhibit with an open feel with ample space to meet with multiple international clients. In addition, Smithfield wanted to make a big impression with all attendees at the 2019 show.

Derse was challenged with creating an exhibit that was both inviting and impactful.

Smithfield Foods International Trade Show Exhibit


Derse’s creative design for the stand accomplished Smithfield’s goal of an open, attractive feel:

As you approach the stand, the front corner features a “typography as architecture” approach with dimensional letters that read “Pigs & Pork” to highlight that Smithfield is the world’s largest pork processor and hog producer. Behind the letters featured a curved LED wall promoting product video, imagery, and the Smithfield brand.

Smithfield Foods International Trade Show Exhibit

Inside the booth, attendees were immersed in a café setting with warm lighting, soft finishes, and tables, ideal for conversational gatherings. To accommodate for more meeting space, an open double-deck space overlooked the café, creating a more private area to connect with clients and prospects. Along the side of the stand, a band of LED screens displayed additional Smithfield product imagery.

Smithfield Foods International Trade Show Exhibit


Individual reactions to the booth testified to the intended result: the exhibit was a hit with attendees and a hub for client meetings. Smithfield was able to focus on meaningful face-to-face interactions in an open and inviting exhibit that was the talk of the show.

“The Smithfield stand was beautiful! The finishes were just incredible and I think it may be one of my favorite stands you have done for them. I was so impressed with the furnishings and the lighting. You did a great job with their stand and they were also happy.”

– International Trade Programs Director at U.S. Meat Export Federation


More images of Smithfield Foods at ANUGA.