Working with Maverick, Upfest transformed the area into a live creative experience built around the brands in its AV portfolio. Individual pods gave partners their own presence within the space, while a series of pre-painted street-art panels brought the whole activation together visually.

The artwork featured a stylised cityscape incorporating Maverick’s partner brands, with the Upfest artist continuing to develop and finish the pieces live throughout the event. Visitors could watch the work evolve over the course of the show, while bespoke names and messages were added in traditional graffiti lettering, creating personalised pieces and giving people a reason to keep coming back.

Rather than simply branding a bar, the activation turned the networking space into a destination. Hundreds of visitors were drawn into the area, creating opportunities for Maverick and its technology partners to start conversations in a much more relaxed and memorable environment. Maverick itself promoted the Collaboration Bar around its live street art, alongside other experiential elements including an immersive data wall and Happy Hour.

The live nature of the work also gave the activation a life beyond the exhibition floor. Progress shots, finished artworks and personalised graffiti became highly shareable content throughout the event, helping Maverick and its partners stand out socially as well as physically within a crowded trade show.