How IPME Is Redefining Event Design Through Sustainable Innovation

In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with Craig Rapoza, President of Built Rite and Co-Founder of IPME, to explore how shipping containers are transforming the way brands build, move, and scale experiential environments.

From high-impact activations for Audi and Volkswagen to the World Cup 2026 and CES, Craig shares how IPME’s modular, container-based structures deliver sustainable design, efficiency, and creative freedom — all while reducing stress, setup time, and environmental impact.

Listeners will learn how modular architecture is helping brands create smarter, greener experiences that move — literally — from one city to the next.

• Design That Moves:
  IPME’s modular container builds act as self-contained environments — transporting, storing, and transforming into immersive brand spaces in minutes. From rooftop decks to LED walls and bars, every build is engineered for mobility and speed.
• The Trojan Horse Advantage:
  Instead of shipping dozens of crates, IPME structures arrive fully integrated — the container is the booth. As Craig puts it, “We’re adults playing with rectangular cubes,” but these cubes save hours of labor and hundreds of forklift moves per setup.
• Sustainability in Their DNA:
  IPME’s “cradle-to-cradle” philosophy means every build is designed to be reused, repurposed, and reimagined. By upcycling existing containers, they dramatically cut down CO₂ emissions and landfill waste while keeping costs stable.
• Faster Builds, Less Stress:
  Whether it’s a 15-minute forklift move or an 82-day concept-to-completion build for Kia Motors at CES, IPME’s hybrid systems allow for remarkable speed without compromising quality or safety.
• Designing for the Future of Events:
  From World Cup 2026 activations to modular tasting rooms in Napa, IPME is pushing creative boundaries — making sustainability not just a buzzword, but a functional design choice.

This episode is a masterclass in how innovation and sustainability intersect in experiential marketing.
Craig shows that being bold in design doesn’t mean being wasteful — it means thinking smarter, moving faster, and building for the future.

Whether you’re designing an exhibit, a pop-up, or an entire tour, this conversation proves one thing: modular thinking is the new mindset for event pros.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

Follow Us on LinkedIn and YouTube

Subscribe to our Newsletter!

In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Stephen Benedetti, International Business Development Director at Heilmayer Messe Design in Munich, Germany, to discuss what it really takes for American exhibitors to succeed in Europe.

Stephen has lived and worked on both sides of the Atlantic, helping brands translate their trade show strategies for an entirely different landscape. From construction rules and costs to design philosophy and cultural nuances, this episode breaks down the why behind the differences — and how understanding them can make or break your next international activation.

1. Design philosophies are fundamentally different.
In the U.S., exhibitors design for efficiency, modularity, and speed. In Europe, design is an art form. Booths often use real materials — wood, glass, metal — with higher craftsmanship and integrated hospitality spaces. Stephen explains how these elements shift both expectations and execution.

2. Labor, rigging, and electrical costs operate on a different model.
Unlike in the U.S., where union rules dominate show floors, European venues take a more streamlined approach. “There are no electricians in the halls here,” Stephen notes, explaining how this flexibility can lead to more creative and cost-effective builds — if teams plan correctly.

3. Sustainability isn’t a selling point — it’s the standard.
European exhibitors approach sustainability as the default. Components are reused, rental systems are optimized, and the entire process focuses on longevity. Stephen highlights how this mindset not only reduces waste but often saves money over time.

4. Cultural fluency is key to success.
Language, communication style, and work culture all influence how international projects unfold. Stephen stresses the importance of trust and collaboration: “Give your local partners the freedom to work to their strengths. Don’t just send your design and say, ‘Build this like we did it in the States.’”

5. Experience and hospitality drive engagement.
Trade shows in Europe are as much about relationship-building as they are about sales. Exhibitors invest in welcoming lounges, espresso bars, and conversation spaces. It’s not just about attracting attention — it’s about creating connections.

Exhibiting internationally is more than just a logistical challenge — it’s a mindset shift.

This conversation with Stephen Benedetti pulls back the curtain on what makes European shows tick: deeper craftsmanship, flexible operations, and a genuine culture of sustainability and hospitality.

Whether you’re planning your first overseas activation or refining your global event strategy, this episode is packed with actionable insights to help you design smarter, build stronger, and connect deeper with audiences around the world.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

Follow Us on LinkedIn and YouTube

Subscribe to our Newsletter!

On this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito sit down with speaker, author, and Engagify CEO, Anders Boulanger, to break down how attention becomes connection—and connection becomes real pipeline—at trade shows.

From the “engagement gap” model to practical booth layout fixes, Anders shares how to give attendees a reason to stop, a reason to listen, and a reason to buy. Expect tactics you can use at your next show: building micro-crowds, placing aisle-view presentations, writing sharper booth messages, and training staff so the gains live in the engagement—not just the structure.

• Engage before you educate. “It doesn’t matter what you know if people aren’t paying attention.” Anders’ magician’s background taught him that capturing attention is step one; information only lands after that. Think dopamine spikes, curiosity, and crowd dynamics.
• Close the Engagement Gap. Attendees are overwhelmed, overbooked, and often overlooked; meanwhile many booth teams are untrained, unmotivated, or unremarkable. Your job is to remove those “uns” with real training and a welcoming presence.
• Three bridge-stones: Stop → Listen → Buy. Create an undeniable draw to stop traffic, build meaningful interactions so people stay, and deliver a memorable message that moves them to a next step (demo, meeting, or follow-up).
• Design to the aisle, not behind a blockade. Don’t bury the theater; avoid a reception desk blocking the “hot corner.” If you’re running internal talks, set seating where the path of least resistance keeps people watching.
• Micro-crowds create macro-gravity. Three people is the “magic number” that turns a few onlookers into a crowd—social proof and FOMO kick in fast.
• Right-size your activation. A compact aisle-view presentation (Anders uses an 8-lb portable stage) can outperform big footprint gimmicks and hand-offs cleanly to the demo area.
• Budget where it moves the needle. Most spend goes to booth/build; the gains are in engagement—including staff training delivered live, virtually, or on-demand.
• Message like a human. If a passerby can’t quickly tell who you are, what you do, and why it matters, they’ll keep walking. Keep the first read crystal clear.

Events work when people work—when teams spark curiosity, host with intent, and deliver a message that sticks. Take one idea from this episode (hot-corner fix, aisle-view mini-stage, or a tighter first-read) and put it in play at your next show. Then share what changed.
Watch the full episode and subscribe for weekly tools, tactics, and trends on Event Marketer’s Toolbox. Engage. Excel. Execute.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

Follow Us on LinkedIn and YouTube

Subscribe to our Newsletter!