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BASF and Impact XM have had a long-standing relationship, spanning over 30 years, and Impact XM continues to create innovative solutions for BASF with the latest being their exhibit at the American Coatings Show.

BASF had a prime booth space right at the front entrance of the exhibit hall and they wanted to introduce their theme for the show, “The Art of Coatings” into their multi-year rental exhibit. The design had to be innovative and it needed to engage the attendees to experience the multiple touch points throughout the booth.


Impact XM was able to create a dynamic environment that had an “art museum” look and feel by integrating existing modern architectural exhibit elements with unique finishes, utilizing BASF’s brand colors with an old-world touch of Roman columns at the welcome counter.

The exhibit environment focused on three main market segments themed: Enhance Home, Protect Metal, and Showcase Wood. Each segment had BASF’s innovative products on display through pieces of art, graphics, and museum style signage. Each industry had looping videos with lab tests to further educate the attendees.

In addition to the museum galleries, BASF offered a cappuccino service to their customers and guests with plenty of comfortable seating areas for conversation. There was also a live in-booth feature where a local Indianapolis artist created a one-of-a-kind piece of artwork over the two show days that was raffled off to an attendee on the last day of the show.

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