With the exception of two booths we made modifications to, every one of our displays at this year’s ULTA GMC was brand new. Most brands have a “go big or go home” mentality when it comes to this event because it is the only time Ulta’s General Managers come together to learn more about the emerging beauty brands across all categories selling through Ulta beauty stores nationally. Every brand came to us looking for an engaging exhibitor experience to help set themselves apart from the competition. It is all about creating a lasting impression and establishing a connection with the attendees who want to feel like they are a part of each brands unique culture. We worked with each client to produce an experiential environment that exemplified their culture and gave attendees an “in-store” experience on the floor.