During my time at Murata Machinery, FABTECH was the largest trade show for their fabrication division. While the company had historically showcased multiple divisions at major shows, we approached this event as an opportunity to further reinforce their position as a fully integrated automation partner. Rather than highlighting standalone capabilities, we intentionally demonstrated how Turning, Fabrication, and Logistics and Automation work together to deliver turnkey solutions across a customer’s entire supply chain.

We executed a double deck exhibit that elevated the brand’s presence while creating both high visibility and private meeting space for strategic conversations. A live automation area anchored the booth, illustrating real time integration across systems. Promotional giveaways were produced directly on their machines, reinforcing credibility through live demonstration.

To deepen engagement, we developed an interactive activation where attendees built their own MuraTruck, fabricated live on a turret punch press on the show floor. This hands on experience translated complex manufacturing technology into something tangible and memorable. From concept through onsite execution, we aligned environment, automation, and engagement to create a cohesive, high impact presence at one of their most significant industry events.