MISTRAL - Much Agency

Indoor Trade Show Booth

The Ask

Mistral challenged MUCH to create a standout trade show experience for its first North American activation—one that would set the brand apart from the competition. In addition to designing the interior booth, our team was tasked with creating an exterior activation that would capture attention, spark curiosity, and drive attendees into the exhibit.

The Response

Our answer was simple: Skate On.

Drawing inspiration from Mistral’s brand guidelines, our design team uncovered a rarely used brand icon—a skateboarder—and turned it into the creative foundation for the experience. Since Mistral was making its California debut, we paired that visual with the rich skateboarding heritage of San Jose, widely recognized as one of the birthplaces of modern skateboarding.

That concept quickly evolved into two immersive activations filled with skateboards, ramps, robotics, and high-energy moments that reflected both the brand’s innovative spirit and the culture of the region. The exterior installation drew attendees in, while the interior booth delivered a memorable brand experience that stood out on the show floor.

The activation was ultimately featured by NVIDIA’s media team, making Mistral’s North American debut one to remember. We’re excited to see where our next collaboration takes us.