Refreshingly Immersive

The American Pet Products Association (APPA) and the Pet Industry Distributors Association (PIDA) hosted Global Pet Expo in Orlando, the pet industry’s premier event. This annual gathering serves as a vital hub for pet leaders, innovators, and enthusiasts to connect and thrive through commerce, partnerships, and innovation. For the 2024 edition, the GES creative team—bringing over 135 years of combined expertise in show design and advertising—was entrusted with the mission of transforming the event into a refreshingly immersive, multi-sensory trade show experience.

To spark creativity and align visions, the GES team engaged in collaborative, face-to-face workshops that fostered strong connections and inspired bold ideas. Under the leadership of Tony Petrucci and in close collaboration with Global Pet Expo’s new Head of Creative, Joe Stern, the team set out to reimagine the attendee experience. Their challenge was twofold: to expand the product showcase in a way that highlighted the industry’s innovation and to design visually stunning entrances that would captivate attendees before they even stepped onto the show floor.

GES and APPA approached the project with a holistic mindset, identifying key areas for improvement and opportunities to elevate the brand experience. The transformation began at the entrance, where attendees were greeted by larger-than-life pet installations that immediately set a playful and engaging tone. Inside, the show floor featured a variety of new and reimagined specialty areas and educational spaces, including Aquatics & Exotics, Pet Sustainability, Spotlight Stage, Catalyst Theater, Sustainability Theater, and Tails of Joy Theater. These immersive zones offered dynamic content and hands-on experiences that brought the event’s theme to life.

The results were everything APPA had envisioned and more. The immersive environments, inspired by natural habitats, created a sense of wonder that resonated throughout the venue. Global Pet Expo achieved remarkable success, with a sold-out show floor featuring over 1,000 exhibitors across 351,000 net square feet of exhibit space. The event not only reaffirmed its status as the pet industry’s leading showcase but also set a new benchmark for what a truly immersive trade show experience can be.