At the Hilton GM Conference in Shenzhen, we designed a series of event activations that recharged and reconnected conference delegates between sessions. Each recharge station was an immersive pop-up inspired by Hilton’s F&B concepts: Brew 33, Junction, and &ToGo. Each concept was expressed through spatial design, styling, and brand communications to bring the brands to life in a physical and engaging way.
Hilton GM Conference Shenzhen
Event Activation Design
Bringing Hilton’s F&B Brands to Life Through Spatial Experience and Styling
The goal was to create three distinct yet cohesive environments that embodied Hilton’s hospitality spirit while delivering a seamless brand experience. Every touchpoint, from layout to visual styling, was designed to feel authentic, intentional, and emotionally resonant.
Brew 33 – The Craft of Comfort
Event Activation | Brand Communications | Styling
Brew 33’s pop-up reflected its dual personality as both café and craft bar. Our event styling combined warm timber textures, copper accents, and soft amber tones that hinted at freshly poured brews and hand-pulled espresso.
Guests enjoyed artisanal coffee and craft beer in branded packaging that expressed the brand’s modern craft identity. Through cohesive brand communications and tactile materials, the space evoked comfort, conversation, and understated sophistication that felt true to Brew 33’s spirit.
Junction – The Art of Provenance
Event Activation | Brand Experience | Styling
Junction celebrates provenance and connection between producers, ingredients, and people. We translated this narrative into a sensory-rich brand experience, using natural materials, linen textures, and woven details to express craft and care.
The activation felt like a contemporary marketplace, where curated displays of produce and artisanal goods told stories of quality and authenticity. Through thoughtful event styling and layered brand communications, Junction came alive as an environment rooted in craftsmanship and warmth.
&ToGo – The Everyday Essential
Event Activation | Brand Communications | Spatial Design
For &ToGo, Hilton’s grab-and-go concept, we created a minimalist event activation that captured its fuss-free, modern energy. The setup featured modular shelving, clean graphics, and bold typography designed for movement and clarity.
The styling reflected urban ease: crisp, efficient, and welcoming. Every detail, from packaging to tone of voice, reinforced the brand’s casual confidence. The result was a pop-up that was quick to experience yet distinctly memorable.
Designing a Cohesive Brand Experience
Across all three activations, our approach to brand communications and event styling ensured visual consistency while allowing each brand to express its individuality. We curated merchandise, materials, and signage that aligned with each concept’s tone, creating a journey that felt unified and unmistakably Hilton.
More than just a conference setup, the activation was an exploration of how event design, brand storytelling, and spatial experience can work together to deepen connection. Each touchpoint, from layout to lighting, reminded delegates of Hilton’s evolving design language and its ability to craft meaningful experiences through space.
