HomeCase studiesHexagon at IMTS, McCormick Place
Trade show booth activation · Chicago, IL
Hexagon racing simulators at IMTS 2026, McCormick Place
At IMTS 2026, the International Manufacturing Technology Show at McCormick Place in Chicago, Hexagon ran two branded racing simulators with a live leaderboard in its Oracle Red Bull Racing themed booth.
Hexagon
McCormick Place
Chicago, IL
September 2026
The activation
How it worked
Two race car simulators sat side by side in front of the booth wall, both branded with Hexagon and Oracle Red Bull Racing graphics on the seats and bases. A race leaderboard screen next to them showed the fastest laps, so attendees came back to try to beat the top time.
What we delivered
- Shipped both simulators to McCormick Place through the show’s freight contractor and set them up before opening day
- Added simulator branding, in-game branding and a live race leaderboard
- Staffed the simulators for the full show, then handled move-out through the marshalling yard
Why it worked
A leaderboard turns a quick race into a week-long competition. Engineers and buyers came back to improve their lap time, and every visit gave the Hexagon team another chance to talk.
At a glance
| Client | Hexagon |
|---|---|
| Event | IMTS 2026 |
| Venue | McCormick Place |
| City | Chicago, IL |
| Date | September 2026 |
| Experience | Racing simulator |
| Type | Trade show booth activation |
In action
Photos from the event
More work
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