A“zen garden” designed by Hamilton Exhibits LLC subtly promoted a new pet dermatology medicine developed by Elanco Animal Health Inc. “Finding peace” was the theme of Elanco's zen garden, playfully named for the company's new dermatology treatment for dogs.

Hamilton, MERGE, and Elanco had a shared goal: They wanted to demonstrate the calming powers of an anti-itch medication. To that end, they built a peaceful oasis in the midst of a hectic trade show floor, allowing attendees to experience a seamlessly branded, relaxing environment.

Hamilton and MERGE designed an open-concept space that resembled an indoor zen garden that featured grass and pebble flooring, and a treehouse-inspired gazebo used for yoga sessions and breathing classes.

Booth visitors could play in a sand pit and take part in hands-on floral workshops to craft takeaway bouquets and arrangements. Activities varied from day to day in order to encourage return visits from show attendees.

Branding was seamlessly integrated into the landscape of the booth. The trunks of artistic 2-D and 3-D tree trunks were made from acoustic material to dampen ambient noise, and overhead atmospheric lighting simulated filtered sunshine. Additional accent elements, designed to activate all the senses and bring the experience to life through touch, sound, sight, smell, and taste, immersed attendees in a world that felt outside of a convention center.