Rockwool at IBS
- Las Vegas
- Exhibits & Trade Shows
- Building Materials
Making the Invisible Visible
THE CHALLENGE
Show, Don’t Just Tell
At the International Builders’ Show, Rockwool wanted to do more than display insulation—they wanted to prove it. Known for their stone wool insulation used across commercial and residential projects, Rockwool faced a unique challenge: how do you showcase a product that’s usually hidden behind walls, ceilings, and floors? The goal was to bring those unseen benefits to life, demonstrating how Rockwool performs across every part of a home—from the basement to the roofline. The vision was bold: rather than just talking about performance, Rockwool wanted to build a house where visitors could experience it firsthand
THE SOLUTION
Build the Experience
Impact XM turned that idea into a reality with a striking, full-scale exploded view of a house—a 3,000-square-foot exhibit that pulled apart the structure of a home to reveal what’s typically hidden inside. This architectural concept allowed guests to explore Rockwool products in every part of a real residential build: wall assemblies, ceilings, roof structures, below-grade insulation, and soundproofing materials.
The design wasn’t just visually dynamic; it was deeply interactive. Three demonstration stations gave attendees the chance to see, touch, and test Rockwool’s strength against fire, water, and vapor. A double-deck structure featured a presentation theater and the standout “Hush Hallway,” where visitors stepped from the chaos of the show floor into the calming silence made possible by Rockwool’s acoustic insulation. The moment they crossed that threshold, they didn’t need an explanation, they felt the difference.
Every design choice was intentional, down to the raw wood framing that gave off the scent of a true construction site. The exhibit blurred the line between homebuilding and brand storytelling, proving that insulation can be both technical and tangible.
THE IMPACT
Rockwool didn’t just meet expectations, they redefined them. The exhibit surpassed targets for badge scans and sales leads, proving that when people experience innovation firsthand, they remember it.
“IBS was extremely successful, and the booth exceeded all of our expectations!”
By building an experience that literally opened up the walls, Rockwool and Impact XM turned a trade show exhibit into a hands-on education in innovation—and a powerful reminder that sometimes the best way to tell your story is to build it in real life.
