- Create Awareness
- New Branding
- 60' X 90' Modular Exhibit
SHERWIN-WILLIAMS AUTOMOTIVE FINISHES
- Design and Engineering
- Metal Fabrication
- Graphics Production
- Interactive Production
- Logistics & On-site Operations
- Video Production
Sherwin-Williams Automotive Finishes, a global leader in the paints and coatings industry wanted to highlight both its own rich history, and introduce their acquisition of the Valspar Corporation for the 2018 SEMA show (Specialty Equipment Market Association). Utilizing their 50’ x 60’ exhibit space as a launch pad for the new partnership, the space needed to highlight multiple products and individual brands by providing a showcase for customized vehicles, artist demonstrations, and celebrity appearances.
By far the biggest challenge for the CEI was creating a unique experience in which locations for nearly a dozen custom built vehicles were required. Vintage hot rods, motorcycles and even a customized 1936 Chevy Master Sedan/truck combo needed to be on display, all featuring the unique basecoat and paint finishes offered by the Sherwin-Williams Automotive brands.
Our Designers took inspiration from vintage photographs found in Sherwin-Williams’ archive and from the architectural styles of 1930’s and 40’s garages and engine shops. All materials and structural elements chosen reflected the historic approach to the booth while maintaining a more muted environment for highlighting the vibrant, colorful vehicles on display. Graphic elements were designed to reflect vintage road signs and oversized advertisements that were found in the archives. A double deck structure would be also be needed for meeting and rest areas during the show.
Our solution was to encase the entire deck structure within a fiberglass I-beam and paneling system clad in aged corrugated metals, plexiglass and rustic woods. The underside of the deck framing remained exposed and fluorescent garage and industrial lamps were hung, enhancing the visual appeal of an authentic garage space. Dedicated risers at opposite ends of the structure provided an area for artists and craftsmen to demonstrate their skills with the superior quality and range of Sherwin-Williams Automotive products.
“When I joined Valspar, I literally had zero experience in the trade show world, let alone in the automotive industry and its largest buying event—SEMA. Debra and the team at CEI not only took me under their wing and showed me the ropes, but year over year, they work with me and my team to bring our vision to life and year over year, they surpass expectations.”Kimberly Wilson, Senior Marketing Communications Manager, Automotive Finishes
CEI provided Sherwin-Williams Automotive one of the most talked about and breathtaking exhibits at the SEMA Show. With planned live stream events, televised appearances, promotional showings on the History Channel, the Sherwin-Williams Automotive Finishes booth in SEMA’s North Hall was a must-see for the event. The nostalgic atmosphere was a welcome way to connect with show goers and solidify Sherwin-Williams brand and lasting commitment to their customers.