The ZAG Group at INTERCEM Americas 2025
Immersive Trade Show Brand Experience for a Global Cement Industry Leader
Services
• Brand Experience Design
• 3D Rendering & Design
• Custom Fabrication
• Project Management
• On-Site Coordination
• Installation/Dismantle
• Logistics & Shipping
The ZAG Group partnered with Forty4 Design to bring their brand to life at INTERCEM Americas 2025, the world’s leading global cement industry conference. With over 60,000 delegates historically attending INTERCEM events across five continents, the stakes were high: stand out in a highly technical, competitive environment while creating meaningful, human-centered engagement.
This project marked a key moment for Forty4 Design as we continue expanding our Brand Experiences & Activations services — blending strategy, design, fabrication, and execution into one seamless experience.
The Challenge
INTERCEM isn’t just a trade show — it’s a global meeting ground for decision-makers, innovators, and industry leaders. The ZAG Group needed more than a standard booth:
A space that reflected their leadership and innovation
An environment that invited conversation, connection, and comfort
A booth that cut through visual noise and attracted foot traffic organically
A turnkey solution covering design, production, logistics, and on-site execution
The goal: transform a trade show footprint into a destination.
Our Strategy:
Designing an Experience, Not Just a Booth
At Forty4 Design, we approach brand experiences the same way we approach branding itself — with intention, storytelling, and audience psychology. Every design decision was made to support how people move, meet, and connect within the space.
Our strategy focused on:
✳︎
Immersion over promotion
✳︎
Hospitality as a brand differentiator
✳︎
Functional design that encouraged longer dwell time
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Visual impact paired with real human interaction
The Solution:
A Fully Immersive Brand Experience
We delivered a fully integrated trade show activation, managing the project end-to-end.
“Experiences turn brands into stories people want to be part of.”
Scope of Work
Concept / Planning
• Creative concept development
• Booth layout and spatial planning
3D Rendering / Concept visualization
• Custom booth design
• High-fidelity 3D renderings to visualize the experience before fabrication
Custom Fabrication
• Branded architectural elements
• Neon signage and lighting features
• Custom finishes aligned with the ZAG brand
On-Site Execution
• Full installation and teardown
• Vendor coordination
• On-site project management
From Idea to Impact:
Our Process
Creative, production, and logistics—all under one roof.
Strategy & Concepting
We start by understanding your brand, audience, goals, and constraints. From there, we develop a creative direction and experience concept that aligns strategy with culture and storytelling.
Creative Direction & Design
We translate the concept into visual systems, spatial layouts, and storytelling elements, defining how the experience looks, feels, and functions in the real world.
Production & Fabrication
We manage materials, fabrication partners, builds, and production timelines to ensure the experience is crafted with quality and intention.
Logistics & Planning
We handle the behind-the-scenes details—permits, site requirements, vendor coordination, transportation, scheduling, and install planning so execution runs smoothly.
On-Site Execution & Installation
Our team oversees installation, build-out, and live execution to ensure everything is delivered safely, efficiently, and exactly as designed.
Amplification & Afterlife
We design experiences with life beyond the moment, supporting content capture, social sharing, and post-event storytelling to extend impact.
Brand Experiences Make Sense for you if you’re:
✳︎ Launching a new brand, product, or service
✳︎ Wanting to stand out in a crowded market
✳︎ Looking to connect with culture and community
✳︎ Activating at festivals, trade shows, or events
✳︎ Creating moments worth sharing on social
Let’s Build Something People Remember
Tell us what you’re dreaming up—we’ll help shape it.
Not Ready for a call? Start here
Still shaping your idea? Start here. Tell us a bit about what you’re thinking, and we’ll take a look and guide you on what makes sense next—no pressure, no pitch.