Working alongside HitPlay, we handled full fabrication and execution across two connected events — the Palooza 2026 conference at McCormick Place and the Trader 99 Talent Show at Wintrust Arena. Each venue posed unique challenges and required different approaches to transform them.

At McCormick Place, the challenge was scale and sequencing. Four flights of stair graphics, five flights of escalator graphics, a hanging bridge banner, overhead banners, coordinated lighting, and a color-coded floor vinyl seating map in the dining hall. A custom SEG fabric registration backdrop — printed fabric installed on tension rod frames — anchored the entry experience.

At Wintrust Arena, the directive shifted. The Trade Desk wanted their people to feel like rockstars. We built the room to match. Branded column wraps at the entry, Sintra panels over existing bar signage, custom H-frame and meter board wayfinding throughout — and as the centerpiece, a 12' × 12' photo moment built around an oversized Flying V guitar, integrated speakers, and a Chicago cityscape backdrop.