Project Overview:

3rd Ave partnered with Pop-Up Mob to bring Tower 28’s playful, beach-inspired identity to life at Sephora’s SMC trade show in Las Vegas.

Objectives:

To bring Tower 28’s beachy, carefree personality to life through a custom-built, interactive tradeshow booth. 3rd Ave partnered with Pop-Up Mob to fabricate a vibrant, boardwalk-inspired environment that showcased the brand’s clean, colorful aesthetic while encouraging playful engagement with the product line.

Result:

The booth became a standout moment on the SMC trade show floor, drawing guests in with its bright palette, tactile experiences, and signature Tower 28 energy. The activation successfully translated the brand’s sunny, West Coast spirit into a memorable, in-person experience that deepened retailer and consumer connection.