Sea Ray

As the world’s leading luxury motorboat manufacturer, Sea Ray needed a large footprint exhibit that supported their position. After researching the design traditions of yachts and motorboats, we created a space that left no doubt of Sea Ray’s pedigree in the pleasure boat market.

Sea Ray wanted a space where they could showcase their best and newest line of products. With a large footprint of 50′ by 115′, the space needed to convey more than just numbers, it needed to let consumers feel the the pleasure of steppping into a Sea Ray vessel.

After diving into the design traditions of boats and yachts, we knew that embracing Sea Ray’s nautical world was our best tool. Mimicing a private pier floating above ground, top of the line yachts surrounded the platform while a set of waving hanging signs hovered overhead. You could almost smell the ocean.

Customers could go from walking on the luxury yachts, as if visiting a friend’s newly acquired pride, to settling payment plans on one of the semi-private meeting stations. This made Sea Ray’s pressence on the show floor go from just a booth, to a true brand experience.