Case Study:
Serving Up Innovation and Sampling at NAMA 2024
The Client: Nestlé Professional is a global leader in food and beverage solutions for the out-of-home market. Through brands like Nescafé®, Starbucks®, Seattle’s Best®, Coffee mate®, Lean Cuisine®, Stouffer’s®, and Hot Pockets®, Nestlé delivers culinary creativity and operational efficiency to foodservice professionals across industries.
RESULTS OVERVIEW
The Need:
Nestlé Professional set out to create a 30’x50’ island exhibit that would highlight its refreshed strategic direction while improving visitor flow and overall engagement. The new layout introduced several thoughtful adjustments to better serve both storytelling and sampling needs.
A key change was the consolidation of brand zones from four to three—Nestlé Professional (NP), Nespresso®, and Micro Market—while retaining the core booth structure. Each area was reconfigured to optimize space and maintain strong individual brand identities within a unified environment.
To support a greater focus on ready-to-eat, microwaveable meals, the design featured a new grab-and-go sampling area. This enabled attendees to enjoy hot food directly from the booth, with microwaves and shelving integrated cleanly into the layout for both function and flow.
Coffee continued to play a role through brands like Starbucks, Nespresso, Coffee mate, and Seattle’s Best, but the footprint was reduced. Large-format machines were replaced with compact countertop models, allowing for more efficient use of space and broader product storytelling.
Operational efficiency was also improved by situating the NP area near the Micro Market. This allowed easy access to cold storage and ensured smooth back-of-house sample replenishment during high-traffic times.
To stay aligned with sustainability and budget-conscious goals, the team implemented a balanced graphics strategy—reusing existing BeMatrix panels and Sintra overlays where possible while introducing refreshed headers and branded visuals for a cohesive, updated look.
The Solution:
Exhibit Concepts designed an intuitive and visually engaging exhibit that combined storytelling with interactive product sampling. The booth was organized into three branded zones—Nestlé Professional, Nespresso, and Micro Market—each featuring custom cabinetry, branded equipment, and thoughtful lighting to create a cohesive and immersive experience.
A central sampling counter was constructed with a sleek white laminate finish, integrating four concealed microwaves (stacked 2×2) in an open rear cubby for back-of-house use. Two front-facing microwaves and surrounding shelving allowed attendees to engage with the products in a practical and inviting way.
The Micro Market zone highlighted real-world functionality with authentic branding on vending machines, coolers, and impulse shelves. This space doubled as a product demo area and a functional backstock location for Nestlé Professional sampling activities.
Nespresso’s area featured a boutique café design, using soft wood tones, greenery, and lifestyle imagery to enhance its premium brand identity. A branded bicycle with floral accents added a warm, experiential element that resonated with visitors.
To align with sustainability and budget-conscious goals, Exhibit Concepts employed a graphic reuse strategy. They combined refreshed overlays with re-used panels from past shows, and introduced newly printed headers and monitor graphics to keep the look current and distinct.
Despite early spatial constraints, the team successfully integrated the iconic Coffee mate bottle sculpture into the booth. This visual anchor provided a strong brand moment and photo opportunity, complemented by practical features like integrated meeting rooms and storage using BeMatrix panels, complete with lighting, shelving, and refrigeration.
The Takeaway
Nestlé Professional’s booth at NAMA 2025 delivered a highly functional, beautifully branded environment that served real food, demonstrated real products, and created real business opportunities. By aligning thoughtful space planning with product storytelling, Exhibit Concepts helped Nestlé evolve its exhibit strategy while maintaining brand continuity—and maximizing ROI through graphic reuse and modular construction
