Following Fortna Inc.'s recent merger with Material Handling Systems (MHS), the company made its North American brand debut at the 2023 ProMat, a key material handling and logistics show. With the firm shifting from a robot distribution business to a turnkey solution, Fortna made the bold gamble to leave the robotics at home and focus on its digital capabilities, including its analytics, data reporting, and automation. The company partnered with exhibit house EDE Corp. to design and fabricate a booth experience to ensure Fornta nailed its entrance. And did it ever. The creative team bucked the conventional open-air trend, instead relying on soaring white exterior walls and restrained graphics that created an exclusive look and weighty feel that heightened attendee curiosity and drove excitement to find out what was happening inside. Visitors flocked to the entrance that paid homage to the company's logo in the form of a larger-than-life, stylized interpretation of Fortna's "A" logo. One juror said, "The entrance was stunning. It suggested something elegant and incredible would be found inside." Inside, attendees followed a road that went past three massive LED walls introducing showgoers to the firm's capabilities. Each turn of the road featured comfortable semiprivate meeting areas and an elegant lounge for attendees to dive deeper into each topic. "Essentially we created a controlled storyboard where we utilized staggered LED walls, videos, and structures to create a path for attendees through the space," said Greg Tivadar, EDE's president and creative director.

While the gravity of the walls and angular design were enough to earn an EDA award, subtle flourishes, like the foot-stopping overhead laser lightshow, elevated this space to next-level. Fortna's exhibit was a visual marvel that left attendees eagerly anticipating the next chapter in the world of material handling. E