Creative Wayfinding

The International Manufacturing Technology Show (IMTS), owned and produced by AMT – The Association for Manufacturing Technology, is the largest manufacturing technology trade show in North America. Held biennially at McCormick Place in Chicago, IMTS draws a global audience of industry professionals eager to explore the latest in industrial machinery, automation, and advanced manufacturing technologies.

With IMTS spanning four expansive buildings at McCormick Place—North, South, East, and West—attendees often face challenges navigating the vast show floor. Each building houses different sectors of manufacturing technology, including Metal Removal, Additive Manufacturing, Automation, and Quality Assurance. To enhance the attendee experience, the GES design and show planning team was tasked with developing a creative and intuitive wayfinding system that would simplify navigation and improve flow throughout the venue.

GES introduced a bold, visually engaging solution: an eight-foot-tall directory for each building, paired with color-coded directional carpeting. Each building was assigned a unique color, which was reflected in the carpet that guided attendees through multiple levels of McCormick Place—from the second level, through the Grand Concourse, up to level three, down to level one, and into the transportation lobby, before continuing to the West Building. Along the route, strategically placed directories reinforced orientation and helped attendees stay on track.

The 2024 edition of IMTS welcomed 89,020 registrants and 1,737 exhibitors, delivering a dynamic and immersive digital manufacturing experience. The new wayfinding system played a key role in helping attendees efficiently explore the show’s vast offerings. According to Tom Sheridan, President of Royal Products and incoming Chair of the AMT Show Committee, “This has been our best IMTS for quality engagements. The show was front-loaded with tremendous interest for our six new products; then, a number of people came back two or three times with different members of their team.”