PENTAGRAM
Pentagram’s greatest challenge for the Fuego North America campaign was creating a booth for an unknown brand on a 20 x 20-ft. footprint that was compelling enough to compete with the massive structures and established names of the client’s neighbors.

Pentagram designed a jewel-like enclosure that created a sense of mystery. Curiosity pulled attendees into the setting, and once inside the structure, their attention was focused on Fuego’s product. Erik Schmitt of Pentagram designed tall pylons at each entry point to function as bold signage and contain storage space. This helped keep the interior of the booth free of clutter and distractions.