Ditsch issued an RFP to find a new exhibit partner and develop a re-envisioned 20×40 island. The design focused on clarifying the attendee journey by strategically organizing sampling stations and guiding guests into conversations with sales representatives. Inspired by the brand’s bakery heritage and bold red identity, the concept balanced strong product storytelling with dimensional pretzels and an open layout designed to drive engagement, Encapsulating Ditsch's brand and highlighting their company as the world’s leading soft pretzel manufacturer.