Case Study: How Schluter Reinvented Their Trade Show Presence, and Won Best in Show

For years, Schluter-Systems has been a standout on trade show floors across North America, known for bold branding, massive custom trade show exhibits, and a strong presence.

But BDNY (Boutique Design New York) is a different kind of show. Interior designers and architects move quickly, scanning dozens of booths in minutes. They engage only when something truly grabs their attention and even well-known brands can be overlooked.

The challenge for Schluter was clear: how do you capture the interest of an audience that rarely stops for familiar names? They needed a custom booth that would make attendees pause, explore, and genuinely engage.

They turned to Archex to bring to life their brand-new trade show approach, designed specifically to win BDNY 2025.

Why Schluter Needed a Tradeshow Booth Redesign

Schluter came to Archex with a clear objective:
Create something so unexpected that even seasoned attendees would stop, turn, and walk in.

The vision?
A complete departure from their long-established identity:

  • No bold orange
  • No oversized footprint
  • No giant logo
  • A clean, refined architectural design
  • A 20×20 space, small for Schluter, but intentional

A space that didn’t look like “Schluter”… until you stepped inside and felt the craftsmanship.

Our Exhibit Management Approach to Reimagining the Schluter Booth

Schluter collaborated with an external design agency to develop the initial concept. From there, a specialized roster of suppliers across North America each took responsibility for a unique component: ceiling elements, flooring, lighting, fountain, chandelier, and more.

Archex’s role:

Bring every piece together, coordinating complex elements into a seamless, functional, and visually striking experience.

Engineering the Custom Exhibit Structure

Archex designed and built the core structural framework to support all custom elements, ensuring every detail matched the creative vision. By anticipating installation challenges before they arose, we ensured the booth would not only look perfect but also function flawlessly on the show floor.

Coordinating Suppliers Across North America

Every component came from a different expert. Our team acted as the central hub, managing communications, timelines, and technical requirements to synchronize the entire process.

The result: A perfectly integrated exhibit where every element fit together seamlessly, despite being sourced from multiple suppliers.

Full Trade Show Logistics & Show Management

From freight and scheduling to labor, electrical planning, and compliance with venue regulations, Archex managed every operational detail. Nothing was left to chance, every piece of the plan was executed with precision.
For more information on Exhibit Management.

On-Site Installation for a Seamless Build

Each component was engineered independently. Our team ensured perfect alignment, flawless assembly, and on-time delivery, transforming a collection of individual pieces into a single, cohesive, award-winning booth.

Was it unconventional? Absolutely.
Was it a challenge? Yes.
But challenges are where the best opportunities take shape.

 

The Results: A High-End Trade Show Booth That Delivered Outstanding Results at BDNY 2025

When the booth was unveiled at BDNY in New York City (November 2025), the reaction was immediate.

  • Attendees stopped in their tracks.
  • Designers walked in out of pure curiosity.
  • The contrast from Schluter’s typical presence sparked conversation and traffic.

And the final outcome?
The booth didn’t just succeed, it excelled.

  • Significant increase in foot traffic and visitor engagement
    The rebrand achieved exactly what Schluter hoped: renewed attention, fresh conversations, and new engagement.
  • Award-winning exhibit design
    The booth earned Best in Show, a recognition that confirmed their instinct to take a risk and the power of strategic reinvention.
  • A revitalized presence for future shows
    This project opened the door to a new chapter in Schluter’s tradeshow strategy.

A Standout Example of Custom Exhibit Design and Tradeshow Innovation

We’re proud to have partnered with Schluter-Systems North America on this ambitious project. Their willingness to rethink everything and bring together such an exceptional team, made this transformation possible.

At Archex, we love helping brands push boundaries and rediscover what a trade show presence can do.
This project is proof that sometimes, the best way to stand out… is to break your own rules.

Want to transform your exhibit experience?

Explore more award-winning custom tradeshow exhibits with our portfolio.

Or speak with our team about reimagining your next trade show presence.