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Polartec launches NeoShell with three-tier booth

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Polartec launched its new product NeoShell at Outdoor Retailer Winter Market.

QUINCY, Mass. — Hill & Partners, Inc., a full-service trade show exhibit design firm recently partnered with Polartec to create a unique three-tier booth that was the center of attention at the Outdoor Retailer Winter Market 2011, held January 20-23 at the Salt Palace Convention Center in Salt Lake City, Utah.

Polartec, which has been a client of Hill & Partners since 1995, launched its new product NeoShell at Outdoor Retailer Winter Market 2011 with a 40-foot-by-50 turn-key rental booth in a highly visible location on the trade show floor.


The “Liberated by NeoShell campaign was rolled out by illustrating the effects the breathable, waterproof fabric has on the body; this was achieved by giant overhead signage with candid high definition images of real-life athletes and adventurers before and after their introduction to garments made of NeoShell.

The “before” images captured the athlete’s sense of worn weariness, while the “after” images exemplified the “coming out of the shell” transformation enjoyed when wearing the proprietary product that protects like a hard shell but breathes like a soft shell. The dramatic graphics were featured on the top and second tiers of the tri-level booth, drawing immediate attention from across the exhibit hall to the highly-trafficked booth.

The booth’s eight foot ground level tier offered six iPad demo stations to illustrate the maximum water-proof and breathable properties of the new NeoShell fabric line. The internally lit demo area was enhanced by colored lighting and textured panels that simulated water flow, adding an organic look and feel to the eye-catching exhibit. Cylinders of water with both Neoshell and a competitors’ product were displayed to further demonstrate the proprietary properties of the Polartec fabric.

In addition to the new NeoShell line, the booth highlighted the company’s other high-performance fabric for sports and active wear. Polartec revolutionized the world of outdoor clothing with the invention of fleece in 1981 and is a highly acknowledged world leader in technical, performance fabrics. Its products are utilized by the best clothing brands in the world; Polartec fabrics are used extensively by all branches of the United States military.

The inviting appeal of the predominantly white, red and silver was further enhanced by a bustling café area, complete with a professional barista.

"Our brand needs to stand out at every show because we want our customers and partners to know we're the leader in the industry,” said Allon Cohne, North American Marketing Manager at Polartec, LLC. “This year we had the most important product launch in over a decade with Polartec NeoShell. From concept to design and execution, Hill and Partners knocked it out of the park, making us the buzz of the show; the entire industry took notice and was talking about Polartec.”

Said Cohne, “Hill & Partners deliveries 100 percent of the time and they always go above and beyond; there isn't a partnership we value more."

“We’re proud to have partnered with Polartec for the past 15 years and to have the continuing opportunity to deliver their branded message to audiences throughout this country and Europe,” said Michael McMahon, President and CEO of Hill & Partners, Inc. “Our long-standing relationship is built upon their trust in our ability to rise to the occasion for all Polartec specialty projects.”

Hill & Partners has been taking clients to the Outdoor Retailer Summer and Winter shows since opening its doors in 1995; Winter Market 2011 marks the firm’s 31st Outdoor Retailer show. [02/23/11]

Hill & Partners, Inc. is a full service exhibit design company specializing in three dimensional branded environments for tradeshows, events and facility installations. Over the past fifteen years, the company has earned a reputation for exceptional strategic insight, strong account management and inspired design services. The team at Hill & Partners has worked across many industries and six continents. Experience is a key factor in their long running relationships with clients including Polartec LLC, Dunkin’ Brands, Samsonite, GTECH and Stanley Black & Decker. The company offers custom exhibit design and production, custom turnkey rentals, and branded environments along with complete client program support and services. Hill & Partners, established in 1995, has been named one of the Boston area's fastest growing companies by the Boston Business Journal. 




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