Axalta – SEMA
- Location: Las Vegas
- Industry: AutomotiveConsumer
- Size: 80×80 & Larger
Painting A Clear Picture
Axalta Coating Systems, a leader in the coating industry, tasked Catalyst with creating a “grand slam” experience at SEMA 2016.
Their dynamic product range covers the entire spectrum of body shop needs, and is designed to help customers achieve their goals while driving productivity from the front of the shop to the back.
With both an indoor and an outdoor exhibit space, representing the Axalta brand and their position as a market leader was essential. As such, Catalyst approached this project with one thing in mind – attendee experience. We strived to create an environment that leveraged the strength of the Axalta brand, and allowed attendees to engage and experience the products and innovation Axalta has to offer.
Axalta’s outdoor exhibit served as an anchor as attendees entered the Silver Lots at LVCC, where they were met with an impactful structure that spanned the length of the space with two large canopies framing each end. A large hospitality tent treated exclusively-invited guests to a relaxing (and air conditioned) escape from the crowd. This VIP area also contained the entrance to the exhibit’s second-level deck, which provided optimal viewing over the Ford Drift area, as well as the annual SEMA parade. Underneath the deck, Axalta launched its latest Artist Signature Series of custom refinish colors, as well as showcasing the finalists of the “Paint Outside the Can” contest. At the opposite end of the space, a fully functioning spray booth allowed attendees to suit up and get hands-on with the product – an experience that was unrivalled at the show.
Additionally, Axalta’s outdoor exhibit was the platform for a huge press conference, during which Ray Evernham unveiled the iconic and recently Axalta coated 1958 “American Graffiti” Impala. The indoor exhibit featured a “Builder’s Showcase,” which allowed attendees to focus their attention on award-winning custom cars from across the US and learn first-hand why their builders trust only Axalta paint on their latest creations.
Axalta received numerous compliments throughout the week, even from their competitors! Catalyst Exhibits is proud to know that, amongst a field of truss and bungee corded banners, Axalta’s exhibit represented the true perception of an industry leader.