Danny Durkan | Independent Designer & Creative Consultant - Activation: SEMA Show 2023

EVENT DESIGN: SEMA 2023 Activation

"Building a House at a Car Show" | XPEL

Overview

For SEMA 2023, I spearheaded a bold, architectural event activation for XPEL — reimagining the typical booth space into a fully immersive, multi-use modern structure. This wasn't just a display; it was a destination. Complete with lifestyle staging, vehicle showcases, and upper-deck hospitality, the installation functioned as a house within the chaos of a global auto trade show.

Challenge

SEMA is saturated with high-impact visuals and sensory overload. Standing out demands more than branding — it takes experiential design. The challenge was to create a unique, high-end environment that captured attention, functioned practically, and embodied the premium nature of XPEL’s entire line of protection products "under one roof" -- all within the constraints of a temporary convention space.

Solution

Working closely with the Events team and our vendors, I proposed & developed a modular architectural concept inspired by contemporary residential design, blending comfort, aspiration, and performance. The activation included:

- A central courtyard for dynamic vehicle display

- Covered bays for product demos and detailing stations

- Lounge and hospitality areas for client interaction

- A rooftop deck for VIP engagement

- Strategic sight-lines and branded visibility from every angle

The layout created a natural flow for traffic, with moments of pause and immersion, breaking away from the "booth-in-a-box" mentality.

I curated furniture, furnishings, finishes, wall graphics, AV, and more for this display, Standout elements included some iconic favorites, multiple Nelson pieces, Mushroom sofa, Noguchi table, Paulin Tongue chairs, and a full Herman Miller conference room set (not pictured.)

Outcome

The structure was a standout at SEMA 2023, drawing media attention, boosting foot traffic, and giving XPEL a unique talking point in a competitive market. More than just aesthetic impact, it offered a high-converting environment for brand storytelling, sales meetings, and product demonstrations. The booth blurred the line between architectural showcase and marketing experience — resulting in measurable, elevated brand perception.

Toolset

Visual design & conceptualization using Adobe Creative Cloud combined with MidJourney. 3D design completed by vendor in SketchUp. Brand integrations, environmental graphics & space planning developed in Illustrator & Indesign. Provided on-site coordination & support, including set dressing & sourcing staging elements for display, vehicle placement, sound design, merchandising, and scent-scaping.

Next Steps

This project opened doors to rethink how brand environments are experienced — not just at shows like SEMA, but in pop-ups, dealerships, and mobile activations. I’m currently developing similar concepts that push the boundary between architecture, branding, and experiential marketing.