The Art of Reuse
- Travis Stanton
- Apr 7
- 3 min read
How Storylink Creative used Red Bull's existing assets to create an award-winning solution that Exhibitor Magazine writers called, "a master class in making the familiar feel fresh again."
Red Bull
Exhibit: 50x50 feet
Event: National Association of Convenience Stores (NACS)
The Challenge
Red Bull wanted an experiential, modular design constructed using several of the company’s existing assets, including digital posters and BeMatrix frames. Specifically, they wanted to see Red Bull’s digital posters utilized in different ways throughout the space to add a little multimedia magic, branded content, and dynamic energy to the space. The challenge became turning those existing assets into an exhibit that would be on-brand but appear brand new to NACS 2024 attendees.
The Solution
Storylink worked with Red Bull to reuse their existing BeMatrix frames but with new fabric graphics, faux textures, and subtle patterns. While many fabric booths appear light or even flimsy, we incorporated faux textures and subtle graphic patterns to make the exhibit feel more like a brick-and-mortar space conducive to a full-fledged experience. A three-piece overhead element comprising a branded header, a separate red accent, and a massive video screen comprising 20 of Red Bull’s existing digital posters added the necessary dynamism, dimension, and spatial delineation.
Additional digital posters were used in a variety of configurations to infuse branded content and motion graphics throughout the space, echoing the kineticism and energy behind the iconic brand. Each configuration was unique and purposeful, conveying a specific message and/or spotlighting featured products.
The corner sampling station allowed guests to taste small samples of various Red Bull editions, encouraging them to try multiple flavors before settling on a favorite for a full-can or specialty-cocktail takeaway.
While a DJ behind a mirrored desk spun tunes, sports memorabilia displayed throughout the space referenced Red Bull’s many sponsored athletes, as well as the highly popular “Red Bull Dance Your Style” competitors, who compete at 80 events around the world annually. Backed by a sonic soundtrack courtesy of the aforementioned DJ, and hosted by an in-booth emcee, dancers performed head-to-head battles atop a slice of black, angled flooring. The enthusiastic crowds that amassed voted for their favorites by holding up color-coded, double-sided cards, at which point the emcee scanned the audience, counted votes, and declared the winner. But given all the attention (and attendees) the activation attracted, it was clear Red Bull was the real winner at NACS 2024.
The Results
Packed crowds of smiling NACS attendees, Red Bull in hand, were visual signs of success, and client kudos are always the most important accolades. But the crowning glory came in the form of the 2025 Portable/Modular Award for Best Fabric Exhibit, with judges calling the design “a masterful mix of familiar elements that created an entirely fresh experience.” Meanwhile, in the words of Exhibitor magazine writers, “The exhibit’s heart was pure Red Bull energy,” calling Storylink’s solution “a master class in making the familiar feel fresh again.”
Looking to turn your existing assets into a new, up-leveled experience? Loop us in to see how Storylink can turn that past exhibit into something new and exciting.