MERLO

Merlo, a leader in innovative equipment solutions, and their creative agency, HAVEN, partnered with Hamilton to create a standout presence at CONEXPO-CON/AGG 2026, North America's largest construction trade show. The goal was to elevate both their physical exhibit and brand perception, bringing the tagline, “Machines that Elevate,” to life while showcasing advanced engineering through engaging, interactive experiences in a highly competitive show environment.

Hamilton designed a journey-driven exhibit that guided attendees through interactive zones, each featuring QR-enabled activations that encouraged engagement and reinforced product education. StudioH^® translated complex features into intuitive experiences, including a sliding window display that revealed different product applications and environments. Attendees could also engage in a Grand Canyon-themed photo opportunity with instant and post-show takeaways, as well as a racing simulator tied to Merlo’s sponsorship of driver James Roe.

Merlo’s equipment was integrated throughout the space, highlighted by a centrally elevated machine that physically embodied the brand’s promise. Hospitality elements, including circulating beverages and a coffee bar, enhanced the experience, while a two-story shipping container structure, developed with IPME, provided meeting space, additional engagement areas, and a second-level view that reinforced the theme of elevation.