In early June 2025, about three months before IBIE 2025 opened on September 14, Deiman approached Aplus Expo about a 10×10’ booth in Las Vegas. Founded in 1938, Deiman is a food ingredient brand that wanted its compact booth to present products, communicate its brand, and provide space for meaningful customer conversations.
During the first five days, the Aplus project manager worked through the details with Deiman, including product quantities, display priorities, graphics, storage, reception, and meeting space. One challenge quickly became clear: there were plenty of products, but only about 9.3 square meters to work with.
Design Development
The design officially started on June 11, and Aplus delivered the first 3D rendering within 48 hours. From there, the discussion became more detailed. Deiman had a wide range of small-format products—bottles, sample packs, and packaged ingredients—so simply adding more shelves was not the answer. The display needed to feel organized rather than crowded, while still allowing visitors to see the variety of products at a glance.
The color discussion was equally important. White was selected as the main structural color because it helped the 10×10 space feel brighter and more open. Warm wood tones were introduced through the flooring and darker display cabinetry, adding a more natural, food-related character. Deiman’s burgundy-red logo was used selectively as an accent, rather than turning the entire booth red. This kept the branding recognizable while allowing the colorful product packaging to remain part of the visual composition.
The rear wall carried the largest bakery imagery, including close-up photographs of bread and pastries, connecting the booth directly to Deiman’s market. The product shelves were arranged beneath and around the main graphics, while the branded reception counter was positioned toward the front. The counter provided a natural first point of contact and also carried the Deiman logo, QR code, and website information for visitors approaching from the aisle.
Different display heights were also used. Lower cabinets, open shelves, and raised product displays created a more layered composition, allowing the team to fit a large number of products into a small footprint without making everything appear visually flat or crowded.
Production & Factory Pre-Build
For a remote client, however, seeing a rendering is not the same as feeling confident. Deiman wanted to know one thing: “Will the finished booth really look like this?”
That was why the approved design went into Aplus’s own factory for 100% full pre-assembly. Once production was complete, the entire booth was rebuilt at the factory. The team checked the logo placement, graphic alignment, shelf heights, counter proportions, and the overall view from the aisle.
When the booth arrived at the venue, the team was not figuring everything out from scratch. They had already built it once. The second installation was simply a matter of putting the approved pieces together efficiently.
The booth was completed one day before the show opened.
That extra day gave Deiman time to arrange products, prepare marketing materials, and check the details without the pressure of a last-minute setup.
During the exhibition, the Aplus team remained available with a response target. The exhibition concluded successfully. For Deiman, Aplus delivered more than a finished booth. It delivered a sense of reassurance: what they saw during the design process was what appeared on the show floor; when something needed attention, someone was there to handle it; and when the doors opened, the Deiman team could focus on what really mattered—their customers.
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