Type:

Commercial / Interior / Tradeshow

Name:

Scapegoat 2009

DATE:

2009

Location:

Salt Lake City, Utah

Size:

600 sq. ft.

Description:

In 2009 the Scapegoat brand was expanding. The brand now had a men's and women's line of outwear jackets as well as a snow sports line. The size of the booth expanded to 20' x 30' (a 50% increase from the year before). Restricted by budget and the desire to showcase its expanded line of products, a solution was presented that used the printed marketing materials that had already been developed as the booth material. Using the ubiquitous sidewalk newsstand as precedence, the solution had the sidewalls of the booth papered with the 2009 Scapegoat catalogs hung from parallel lines of steel wire. As the catalogs were taken from passersby, the void left in its place acted as a window into the booth from which the collection could be viewed. Throughout the course of the tradeshow, the walls of the booth would constantly change as catalogs were taken and then replaced.