Our collaboration with bp Fuels for the 2026 BPAMA tradeshow began in March 2025, when we met to discuss their vision for a new tradeshow booth that would reflect the company’s evolving brand and support future-facing goals. As the team prepared for the 2026 BPAMA Convention & Business Expo, early conversations focused on aligning long-term strategy, experience design, and brand presence on the show floor.
THE PROBLEM
bp Fuels needed a new tradeshow environment that could clearly communicate their evolving brand while creating a welcoming and functional space for engagement. The booth had to balance strong architectural presence with clear storytelling, guide attendee flow naturally, and support meaningful conversations with marketers and partners. At the same time, the design needed to be durable, efficient to install, and flexible enough to be reused for future events.
THE APPROACH
Design began in August 2025 with three concepts presented in a good / better / best framework to compare ambition, functionality, and investment. bp Fuels selected the “Overpass” concept in September for its balance of architectural impact, brand storytelling, and attendee flow.
Following approval, the project moved quickly through engineering, budget finalization, and fabrication in our Portland facility, ensuring quality control and efficient installation. Additional elements including refurbishing the previous booth into an entrance canopy and installing bp-branded lounge seating were also coordinated to enhance the overall event experience.
THE RESULT
The booth debuted at the 2026 BPAMA Convention & Business Expo at the JW Marriott Miami Turnberry Resort & Spa in Aventura, Florida on March 10, 2026. The exhibit served as a strong brand anchor on the show floor – welcoming attendees, supporting meaningful conversations, and reinforcing bp’s connection with its marketer network.
The final design not only achieved bp Fuels’ goals for the event but also created a flexible exhibit platform for future engagements.