Evolving Imagination Way

As the premier event of the rapidly evolving convenience services industry, The NAMA Show is committed to continually elevating its attendee and exhibitor experience. To support that goal, the National Automatic Merchandising Association (NAMA) sought to refresh and enhance its signature feature, Imagination Way. After gathering valuable input from the 2024 show, NAMA partnered with its long-time collaborator, GES, to bring new clarity, cohesion, and impact to this important area.

Originally introduced in 2022 to showcase new technology and equipment in immersive, consumer‑inspired settings, Imagination Way has evolved each year to reflect shifting trends and exhibitor needs. After several iterations, NAMA saw an opportunity to further refine the space to strengthen wayfinding, enhance the attendee journey, and increase overall unity across the feature. 

NAMA outlined three goals for the next generation of Imagination Way:

• Build upon and elevate the existing design 

• Introduce refreshed, reusable landmarks and visual elements

• Develop a flexible, scalable environment that could accommodate a wide range of exhibit types and sizes

Using insights gathered during collaborative live design sessions with NAMA and Tradeshow Logic, GES developed a series of customizable, scalable design approaches tailored to varying interests, needs, and budgets. Incorporating elements such as AMP Arch structures, themed zones, new entry treatments, hanging signage, and custom carpet pathways, the team created distinct “neighborhoods” aligned to each product category.

This refreshed layout delivered a flexible, multi‑year‑use solution that balanced creativity and visual consistency with operational efficiency and cost‑effectiveness.

With strong collaboration and a thoughtfully managed production timeline, the newly reimagined Imagination Way installed smoothly and quickly became a high‑energy focal point on the show floor. The feature remained consistently active throughout the event, drawing steady engagement from attendees and exhibitors alike.

Feedback from NAMA, Tradeshow Logic, and exhibitors has been highly positive, with great anticipation building for what Imagination Way will showcase in 2026.