Afresh · Groceryshop 2024
Every algorithm at Groceryshop claimed to know fresh food. One booth looked like it.
Afresh’s Fresh Operating System™ helps grocers cut waste and run fresher departments with AI — software with produce at its heart. For Groceryshop 2024 at Mandalay Bay, Pure Exhibits built a 20 × 30 island that made the category visible from any aisle: a precise two-green architecture, monumental data-story columns wrapped in blueberries and citrus, and warm wood against the machine talk of 500-plus exhibitors.
Software that smells like produce
Groceryshop 2024 gathered 5,000+ grocery professionals at Mandalay Bay to see the technology reshaping how America buys food — and put Afresh on a floor with Algolia, SymphonyAI, Fetch, ibotta, Upside, Aperion by Hussmann, Phononic and Upshop, names with bigger budgets and long-standing retail relationships. Every one of them was selling intelligence. Afresh’s intelligence happens to live in the most tactile department of the store: fresh food, where waste is measured in pallets and margin in days.
That was the opening. Rather than compete on abstraction — dashboards, models, integrations — the booth needed to make the Fresh Operating System™ feel like what it manages: produce, freshness, and the discipline of keeping both. The design bet was that in a hall of screens, the exhibit that looked like the category itself would be the one buyers remembered walking through.
Fresh, engineered
The Two-Green Grammar
The booth’s most distinctive decision was chromatic precision: bright lime green on the structural frame, columns and edges — freshness, nature, energy — and deep forest green grounding the data panels — authority, stability, trust. One brand, two registers, legible from any aisle approach, and unmistakable in a hall where every other tech vendor defaulted to blue.
Columns That Argue
Two monumental freestanding columns worked as data-storytelling surfaces built to land at walking speed: vivid produce photography — blueberries, asparagus, oranges, citrus — layered with customer results and testimonial quotes in large type, including marquee grocers. Proof and appetite on the same surface, readable in seconds.
Wood Under the Data
Warm wood-slat surfaces ran through the build, giving the software company the material language of a well-run market rather than a server room. The pairing did the positioning silently: technology, yes — but technology in service of food.
Zones That Sequence the Visit
The 20 × 30 was organized as a multi-zone environment — open demo edges where the Fresh Operating System™ ran on screens against forest-green fields, flowing into space where a produce buyer could have the second, quieter conversation. The layout turned a walk-past into a walkthrough.
Recognizable at Aisle Range
Against 500+ exhibitors, identity had to work at distance. The two-green palette carried across every surface meant Afresh was identifiable before its name was legible — the rarest kind of brand equity a show floor can produce.
Built Before It Shipped
The island was fabricated, fully stood up and photo-approved at our facility before shipping to Las Vegas, on one fixed price — so the only surprises at Mandalay Bay were the ones the sales team engineered on purpose.
Green against the grid
The build at a glance
The category, made physical
The build succeeded by refusing the default: no blue, no abstraction, no dashboard-first storytelling. Produce photography did the stopping, the two-green architecture did the identifying, the data columns did the convincing, and the wood kept the whole thing human. Five hundred booth visitors across three days is what it looks like when a software company exhibits as its category instead of its interface.
For a different retail-floor answer from the same portfolio, see BASE at Shoptalk 2025 — and for software-with-nothing-to-touch solved in security’s register, Appdome at RSA 2026.
Explore our work
A retail-technology build engineered for the other side of the same industry conversation.
View Case Study → HR Tech 2025 ZohoWhite architecture answering a color war at Mandalay Bay — the same venue, a different playbook.
View Case Study → Black Hat 2025 AppdomeA gallery-like white-and-wood island a hall away from the fortress aesthetic.
View Case Study → RSA 2025 TeramindA 30 × 60 Diamond Sponsor island — scale at the other end of the spectrum.
View Case Study →Selling software to a hands-on industry?
The booths that win at retail and grocery shows look like the category, not the codebase. Pure Exhibits designs and fabricates custom islands that translate platforms into physical experience — pre-built, photo-approved, one fixed price.