The International Manufacturing Technology Show was the largest trade show for Murata Machinery’s Turning Division, featuring a 100 x 100 exhibit footprint and thirteen truckloads of machinery transported to the show floor. At this scale, execution required operational precision, cross functional coordination, and a clear experiential strategy.

Building on an integrated automation narrative, we showcased how Turning, Fabrication, and Logistics and Automation work together to deliver comprehensive, turnkey solutions. Rather than presenting equipment in isolation, the booth was intentionally designed to communicate connected systems across a customer’s full manufacturing lifecycle. A live automation area anchored the exhibit, while promotional items were produced directly on the machinery to reinforce credibility through real time demonstration.

To deepen engagement, we introduced MuraTalks, recurring in booth educational sessions held multiple times throughout the day. These structured presentations created consistent programming within the space, transforming the booth into a learning environment rather than a passive display. Combined with a daily happy hour activation from 11:30 AM to 3:30 PM, strategically aligned with peak traffic and live demonstrations, the booth maintained sustained energy and interaction from open to close.

The result was nearly 1,500 scanned leads captured onsite, generating substantial post show qualification and pipeline opportunity. In addition, two machines were sold directly from the show floor, demonstrating the measurable commercial impact of a strategically programmed, experience driven exhibit.