AB Mauri North America
Trail: Design Concept/Theme
The Route:
At the 2022 International Baking Industry Exposition (IBIE), which takes place in Las Vegas, AB Mauri designed its booth with the theme of “London Calling” to take attendees on a recreated journey through Baker Street in London. The exhibition included elements such as an appearance by Duff Goldman, a national baking and cooking TV personality; a daily changing of the guard, including photo opportunities with faux guards holding oversized baking utensils; the Union Jack Coffee & Twinnings Tea bar, featuring complimentary drinks and baked goods; a happy hour concert event; and more. The company also sponsored IBIE’s mobile app.
The Peak:
The show featured more than 20,000 attendees from more than 100 countries, and AB Mauri generated more than 10,000 impressions from the app alone, more than 700 attendees to the happy hour concert and the most unique experience on the baking show floor.
