Freestanding Triangle Structure
Extending the Olympia Experience Beyond the Entrance
PROJECT OVERVIEW
This project was designed as a large-scale visual anchor positioned outside the expo hall to immediately establish presence and energy before attendees entered the space.
I led the concept, design, and production direction, ensuring the structure aligned visually and strategically with the broader environmental system developed across the Olympia weekend.
THE CHALLENGE
This was the first time a freestanding structure of this scale had been introduced at the Olympia Expo.
Standing approximately 25 feet tall with three functional sides, the structure needed to perform in multiple ways simultaneously:
- Establish the visual tone before entry
- Communicate exhibitor and event information
- Provide premium sponsor visibility
At the same time, it had to withstand environmental factors such as airflow and open exterior conditions, while maintaining clarity and readability at scale.
The challenge wasn’t just building something large, it was ensuring the structure felt intentional, legible, and fully integrated with the visual system already established inside the expo.
Angled render illustrating the three-sided system and multi-purpose visual communication.
MY ROLE
I served as the lead designer and concept developer for the project.
I created 3D mockups to visualize scale, placement, and user interaction, which allowed stakeholders to clearly understand the impact before production.
I worked directly with leadership to refine the concept and ensured all final files were prepared for large-format production and installation.
EXECUTION
Because the visual system had already been established through the entrance and banner projects, this structure became an extension of that language.
Each of the three panels was designed with a distinct purpose:
- Panel 1: Set the visual tone & brand identity
- Panel 2: Highlight exhibitors and divisions
- Panel 3: Deliver high-value sponsor placement
The structure had to function effectively at multiple scales, including a secondary version placed inside the venue at one-third the size.
All assets were built with production accuracy in mind, ensuring clarity, consistency, and durability across both large and small applications.
Sponsor-facing panel designed for high-visibility brand placement at the main entrance.
IMPACT MOMENT
As attendees approached the venue, the structure became a clear point of orientation—guiding flow, setting expectations, and marking the start of the Olympia experience..
Before stepping inside, visitors were already immersed in the scale, branding, and energy of the Olympia.
RESULT
The structure successfully extended the Olympia experience beyond the interior space, creating a cohesive visual journey from arrival to entry.
It handled high visibility, environmental conditions, and messaging requirements without losing clarity or impact.
- Introduced a new large-scale exterior installation to the Olympia Expo
- Reinforced brand consistency across multiple environments
- Delivered integrated sponsor visibility at a premium location
- Contributed to an experience encountered by over 500,000+ attendees
