MolsonCoors Distributors Conference 2017
Agency EA partnered with MolsonCoors for three consecutive years to transform their annual Distributor Convention brand reception into an immersive showcase that brought 22 brands to life. We designed booth concepts that aligned with the individual brand identities, and was cohesive with the overarching event theme.
Role:
Mapped attendee journey by creating floor plans event layout.
Collaborated with creative and production team to develop event concept and design.
Worked in collaboration with graphics team for all prints and booth graphics.
Led all 3D designs, visuals, and fabrication documents.
Workshopped with clients directly for design directions and approvals.
Sourced furniture and decor for brand booths.
Tools used:
Rhinoceros
Vray
Adobe Photoshop
Adobe Illustrator
Google Workspace
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Highest ranking brand showcase in 4 years
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22 custom designed booths for brands
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3 years of partnership
Welcome to Brew Street.
In 2017, we drew inspiration from Austin aesthetics and transformed the neutral convention center into a lively “Brew Street”, reflecting the iconic Rainey Street. The designs for each booth aimed to celebrate a specific brand by highlighting its history, flavor, or package and bottle design through eye-catching decor, live music, and lighting motifs. Brand booths were custom built creating distinct environments sized to each brand's footprint. Standout pop-ups included a Sol bar that aimed to evoke a street in Mexico.
Walking through Brew Street.
We wanted the reception to fire on all 22 brand cylinders across all 80,000+ square feet of the convention center space. At the same time, we needed to ensure an immersive — not overwhelming — experience, which meant careful planning and execution to optimize flow and drive traffic throughout. Meanwhile, custom booth build-outs created niche moments for each brand personality.
