A Show of a Different Color

Axalta Coating Systems, a new Visual client, is a leading global coatings provider dedicated to the development, manufacturing, delivery, and service of liquid and powder coatings. Having its headquarters in Philadelphia, Visual was a natural fit to lead the exhibit strategy for Axalta.

Axalta’s biggest show of the year is SEMA, the world’s premier automotive specialty products trade event. Every year, the Las Vegas Convention Center gets flooded with the industry’s brightest minds and hottest products along with over 70,000 domestic and international buyers.

Visual’s design process started with the most important aspect of Axalta’s exhibit space: the cars! The (3) award winning cars that were displayed in the 30×49 space included a custom built 1966 Dodge Charger, Goldman’s 1965 gorgeous Chevrolet Chevelle, and a timeless 1932 Ford Victoria. The Charger was painted in Axalta’s 2019 color of the year, “Sahara” and the Chevelle, which won the prestigious Mothers Shine Award, was painted in a custom Cromax blue.

With these beautiful cars driving traffic to the space, Visual chose a dark aesthetic to provide the perfect backdrop to let Axalta’s cars and colors shine. Educational touchpoints through the Axalta branded space provided attendee interactions focused on color matching and color trends. The space even came complete with a color sample vending machine that collected attendee information as well as registered the colors they selected. The gloss flooring, unique lighting, and eye-catching video screen set the tone with the rest of the space to truly showcase the best of Axalta’s offerings.