CONEXPO: HAMILTON / MERLO
Case Study: When big and heavy is the answer, you go big and heavy
Scale and Challenge
At
CONEXPO-CON/AGG 2026, held at the
Las Vegas Convention Center
and
Festival Grounds,
Hamilton partnered with Smartstage to deliver a high-impact exhibit for Merlo. The project required more than a standard booth build, combining heavy equipment display, interactive elements, and elevated viewing areas across both indoor and outdoor environments. The challenge was to create a structure that could handle significant weight loads, adapt to evolving specifications, and support continuous attendee engagement throughout the show.
Built for Visibility and Flow
The exhibit was designed to go beyond a static display. Smartstage installed elevated platforms and a low-profile stage to support live presentations, product walk-throughs, and ongoing engagement throughout the event. A custom bleacher system provided structured seating and clear sightlines, creating a natural gathering and viewing points within the booth.
The layout balanced access and visibility, allowing attendees to move easily through the space while maintaining strong focus on featured equipment and presentations. Each element worked together to support traffic flow, encourage interaction, and keep the booth active at all times.
Positioning key elements at varying heights helped establish clear focal points across the space, making it easier for attendees to orient themselves and engage with multiple areas of the exhibit without congestion.
Clear pathways and defined zones allowed the space to function efficiently even during peak traffic periods. Attendees could move from demonstration areas to viewing spaces without interruption, while still maintaining visibility of ongoing presentations and featured equipment.
The integration of seating, staging, and open circulation created a balanced environment that supported casual interaction. This approach helped maintain consistent activity throughout the booth while allowing different types of engagement to happen at the same time.
Simulator Activation: Race Against a Pro
To drive engagement, Merlo introduced a
racing simulator challenge where attendees could compete against professional driver
James Roe Jr. The activation created a constant draw, turning the booth into a high-energy environment with spectators, participants, and repeat engagement throughout the day. The simulator setup required a stable, elevated platform that could support equipment, users, and surrounding foot traffic while maintaining a clean and controlled presentation. The result was a fully integrated experience that combined entertainment, competition, and brand interaction.
Outdoor Scale
Outside, the exhibit expanded to showcase large-scale equipment in an open environment. Smartstage platforms supported heavy machinery while creating defined viewing areas for attendees moving through the space. The layout allowed for both close interaction and broader visibility across the exhibit footprint. This portion of the build required a flexible staging approach that could handle weight, scale, and outdoor conditions while maintaining a consistent brand presence between indoor and outdoor environments. The result was a cohesive extension of the exhibit that maintained visibility, structure, and attendee flow at a larger scale.
Consistent Engagement
Across both environments, the exhibit maintained a steady flow of activity. Product demonstrations, presentations, and interactive elements kept attendees engaged throughout the event. The combination of elevated staging, defined layouts, and high-visibility features helped create a booth that stood out within one of the busiest trade shows in the industry. The result was a cohesive environment that supported both structured presentations and spontaneous interaction, reinforcing Merlo’s presence on the show floor throughout the entire event experience.
Solution.
Smartstage developed a modular staging system designed to support heavy equipment displays, elevated viewing areas, and interactive activations. Reinforced platforms provided stability for large machinery, while low-profile stages and risers supported presentations and audience engagement.
ADA-compliant access points were integrated throughout the layout, ensuring safe and accessible movement across all areas of the exhibit. The system was built to adapt, allowing adjustments to layout and flow as requirements evolved during setup and throughout the event.
Delivery.
The staging solution was executed to support continuous use across both indoor and outdoor environments. From initial install through the duration of the show, the structure handled heavy loads, high traffic, and ongoing activity without interruption.
By combining strength, flexibility, and efficient deployment, Smartstage delivered a system that supported presentations, equipment displays, and interactive experiences at scale. The result was a reliable foundation that allowed the exhibit to perform consistently in a demanding trade show environment.
SMARTSTAGE DELIVERS
Time and again, we've taken on complex and rewarding challenges on behalf of our clients and expanding family of event producers, activators, and brand management teams. No matter the challenge, with our team... you're in good company.
