Let's Talk – Podcast Lunch

Exhibition pavilion design and podcast launch

Ytong

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Aims and strategy

As part of the gold sponsorship at the annual Landscape Architecture Conference, Itong Company sought to create an innovative brand activation for the launch of their “Manhattan” interlocking stone – an advanced solution enabling dynamic implementation of creative walkways with various finishes in public spaces. Beyond static product display, we developed an experiential pavilion centered around a unique hospitality complex. At the heart of the pavilion, we established a professional podcast production studio that hosted the most innovative voices in the field within an urban atmosphere and captivating buzz. Throughout the conference, high-quality interviews were conducted in collaboration with Israel’s leading design magazine “Portfolio”. The content created significant value for Itong’s client base and the professional community, while serving as a promotional tool for interviewees who chose to become brand ambassadors.

Unique Services

Content curation// Design// Production

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Design

Since this was a product launch continuation aimed at deepening familiarity with its capabilities – following the previous year’s activities – we maintained the design language in branding and interior design. The experiential pavilion was divided into two main sections: A refreshment bar for all conference attendees – every visitor who chose to share their details enjoyed a refreshing bubble tea menu alongside flavored popcorn. On the other side, standing tall and prominent, was a transparent studio that stood out uniquely in the exhibition landscape and became a popular photo spot. The “Manhattan” name continued to promote the innovative product, now available in 16 different shades this year. As part of the innovation in exhibition pavilion design, bar tables were created with the product’s own finish – a special development that allowed pavilion guests to touch the interlocking stone at eye level, exactly as it’s implemented in reality. Additionally, a 2025/2026 catalog wall was established and distributed to the professional audience.

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Solution

The creative development process began with thinking about an engaging brand activation that attracts and engages audiences. Successful activation forms an essential foundation for quality lead generation and message delivery, making it a critical part of any complex marketing process. Creating an experience around the pavilion and successfully generating buzz were the main objectives – getting people to linger with the team and show interest. This is an advanced challenge in the art of experiential pavilions that we specialize in. The transparent studio experience, carefully designed, branded, and furnished in the company’s colors, successfully created significant curiosity and became an attractive photo opportunity. For those interested in listening to quality content in real-time, wireless headphones were provided at a dedicated station with full added value, alongside a luxurious bar experience based on high-level pavilion production. Podcast link will be available soon.