AR Racking — MODEX 2026
A European racking leader's North American debut — a bold, graphic-driven booth at MODEX Atlanta, from first sketch to built floor.
- 30×50 ft booth
- MODEX 2026
- Atlanta
- Bematrix modular
- concept → build
RoleCreative Director
The challenge
AR Racking is a European heavyweight in industrial storage, and nearly unknown in the US. MODEX — the Americas' biggest supply-chain show — was their move to land the brand in front of a North American audience already loyal to entrenched domestic players. Two problems: their past US stands read “too European,” and a visitor on a packed floor had under a minute to register who they were. The booth had to feel unmistakably American, brand-forward, and instantly legible — on a modular system, tight timeline, tight budget.
The approach
I made the brand the architecture. The graphics took their cue from American design icons — the bold, expressive, slightly Pop typography of Paula Scher and Barbara Kruger — so the stand spoke in a confident American voice on sight. The space itself was drawn from AR Racking's own product: cross-connections, modules, and open sightlines, so the structure felt like the racks it sold. Large LED screens tied it together, carrying the manufacturing process and more product in continuous motion — all in service of three messages: four-week lead times, one-stop partner, living sustainability.
What I directed (concept → build)
- Creative direction and overall concept — brand, graphics, and spatial design as one
- The graphic language (Scher/Kruger-inspired; Bebas + Avenir) and the three key messages
- The spatial design, drawn from the racks: cross-connections, modules, open sightlines
- LED-screen content direction — manufacturing process and product in motion
- Led the team from sketches → hand drawings → 3D → renders, then on-site fabrication oversight
Led an RMT team — Dima on 3D/environmental design, Fede on graphics — built on the Bematrix modular system.
The result
One of the most branded, graphic-forward stands in the hall — inviting enough to run near capacity across both active show days. The client felt we'd truly nailed the branding and the “Americanization” they'd been missing: AR Racking landed in North America looking like it belonged.
Gallery
Sketches → hand drawings → 3D → renders → built booth: own media to come.
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