ITG Brands was seeking a “WOW” look that was both functional and dimensional. Having made the decision to remove the meeting rooms from their show floor experience, they wanted to maximize this additional space and implement a multilevel concept that was both fully immersive and experiential. They had been missing the “magnet” element that would bring people together in their space. Being the third-largest tobacco company, ITG knew it was important that they reflected this with an elevated branding approach, a larger-than-life LED experience, and extensive hospitality.
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