Case Study
Base
Automating e-commerce at Shoptalk 2025 — Base’s 20×30 island turned royal blue arches, natural wood, and living greenery into a physical argument that multi-channel selling doesn’t have to feel complicated
Pure Exhibits designed and built Base’s custom 20×30 ft island exhibit at Shoptalk 2025 — in the Aisle 1500/1600 area of the Mandalay Bay Convention Center, Las Vegas, March 25–27, 2025 — creating a multi-zone environment that translated the world’s best e-commerce operating system into a physical experience retailers and online sellers could walk through, interact with, and understand. The booth featured a signature dark navy arch portal with the “base.” logo illuminated above, a large overhead hanging sign declaring “Automate your e-commerce” in bold italic typography, a curved gradient-lit reception desk, cylindrical product demo kiosks wrapped in natural wood slats, a decorative wood slat partition with cascading ivy, frosted-glass private meeting rooms with blue LED interiors, and a comprehensive integration showcase wall displaying 250+ marketplace, 60+ store, and 180+ carrier connections — all unified by Base’s royal blue and white palette with warm natural wood accents. Positioned among 10,000+ retail and e-commerce professionals alongside neighbors including Bloomreach, Content Square, Talon.One, and esw., Base’s booth delivered the “Automate your e-commerce” message to the industry’s most important decision-makers.
The Challenge
Standing Out in Retail’s Most Important Room
Shoptalk 2025 brought 10,000+ retail and e-commerce professionals to Mandalay Bay for three days of immersion in the technologies reshaping how the world sells online. For Base — the multi-channel e-commerce operating system trusted by 30,000+ online sellers across 180 countries to manage orders, inventory, shipping, and marketplace listings through 1,700+ integrations — the 20×30 ft island booth needed to accomplish something that most B2B SaaS companies struggle with at trade shows: making an invisible product visible. Base’s platform lives entirely in a browser tab. It has no physical form, no hardware to demonstrate, no tangible product to hold. The booth needed to translate the abstract power of multi-channel automation — processing $16+ billion in GMV, connecting 250+ marketplaces, 60+ stores, and 180+ carriers — into a physical environment that retailers and e-commerce sellers could feel, explore, and remember.
The competitive landscape at Shoptalk was formidable. Base shared floor space with Bloomreach, Content Square, Talon.One, esw., and hundreds of other exhibitors — companies with massive brand recognition and established retail relationships. Pure Exhibits had previously designed e-commerce and retail-adjacent booths that navigated similar challenges of making software tangible — including Afresh’s Groceryshop 2024 booth and SpyCloud’s MRC Las Vegas booth — but Base’s brief demanded something specific: a booth that could communicate the breadth of 1,700+ integrations to sellers who think in orders per hour, not API calls, while simultaneously providing premium private meeting spaces for enterprise-level partnership conversations with major marketplace platforms and retail chains.
“Automate your e-commerce.”
— Base Brand Platform
The Creative Journey
When Software Becomes Architecture
The Navy Arch Portal
The single most distinctive architectural element in the booth — and the detail that made Base immediately identifiable from any aisle approach — was the tall dark navy rectangular column with a softly rounded white archway portal cut into its center. Rising well above head height, the arch created a dramatic threshold effect: a gateway that invited attendees to step through from the busy Shoptalk floor into Base’s world. The “base.” logo in large white illuminated letters crowned the structure, ensuring brand recognition from every direction. In an exhibition environment where most software companies rely on flat walls and banner stands, the three-dimensional arch introduced genuine architectural drama — depth, shadow, and a sense of arrival that flat graphics simply cannot achieve. The arch referenced the idea of a portal, a passageway between the chaos of multi-channel selling and the simplicity of Base’s unified platform. Behind it, a living green moss or plant wall element added an unexpected organic layer, reinforcing the message that technology should feel natural, not intimidating.
Wood Slat Partition with Living Ivy
A decorative vertical wood slat screen ran the width of the booth’s center, creating a visual threshold between the open front engagement zone and the more private interior spaces. The slats — thin, tall rectangular strips in warm blonde/natural wood finish, evenly spaced two to three inches apart — introduced an organic texture that softened the blue-and-white tech palette. But the real design coup was the cascading green ivy trailing through the gaps between the slats, draping naturally from top to bottom. The effect was immediate: a biophilic moment in the middle of a convention hall that stopped attendees mid-stride. The wood-and-ivy partition communicated something important about Base’s brand: this is a company that values craft, natural growth, and human scale — not just metrics and dashboards. Pure Exhibits had explored similar organic-material strategies in Teramind’s RSA 2025 booth with blonde wood arches, but Base’s ivy-draped partition took the concept further by introducing living (or lifelike) plant material directly into the architectural structure.
Integration Showcase Wall
The booth’s largest single graphic surface was a full-height white wall panel that functioned as a visual proof of scale. At the top: the “base.” logo and “Best e-commerce operating system” tagline. Below: three columns titled “+250 marketplaces,” “+60 stores,” and “+180 carriers” — each populated with instantly recognizable logos. Amazon, Walmart, eBay, Etsy, TikTok, and Shein in the marketplace column; Shopify, WooCommerce, and Wix in the stores column; ShipStation, Easypost, USPS, UPS, and FedEx in the carriers column. Below the integration grid: “TRUSTED BY TOP BRANDS AND RETAILERS” with logos for Decathlon, Kärcher, Samsung, Philips, and MediaMarkt, plus four statistics — 30,000+ online sellers, $16+ billion GMV, 180 countries, 19 years of development. The wall transformed what could have been a forgettable data sheet into a visual argument for platform breadth that attendees could absorb in a single glance.
Frosted-Glass Meeting Rooms
Along one side of the booth, Pure Exhibits constructed a row of private meeting rooms using white aluminum framing and frosted semi-transparent glass panels — each section featuring full-height glass walls (approximately seven to eight feet tall) with white horizontal stripe privacy decals and glass doors with metal handles. The interiors were bathed in blue LED light, creating a cool, branded atmosphere visible through the frosted glass that gave the meeting rooms a distinctive glow on the show floor. Text decals on the glass panels carried Base messaging — “Ship thousands of orders in one click” — ensuring that even the meeting room walls doubled as brand communication surfaces. The rooms provided exactly what enterprise sales conversations require at a trade show: acoustic separation, visual privacy, and a premium environment that signals to prospects that they’re entering a serious business discussion, not a casual booth chat.
Cylindrical Demo Kiosks
The booth’s product demonstration infrastructure took the form of custom cylindrical kiosk towers — round freestanding pillars with a “base.” brand band at the top, a bright blue upper section reading “See how it works:” and “www.base.com,” an embedded flat-screen monitor in the center for live platform demonstrations, and a lower body wrapped in warm natural wood-tone vertical slat paneling that matched the decorative wood partition. A white countertop ledge ringed the base for comfortable standing-height interaction. The cylindrical form was a deliberate departure from the flat-panel kiosk stations that dominate most tech trade show floors — the rounded shape invited 360-degree approach from any direction, and the wood-wrapped lower half grounded the digital experience in warm, tactile materiality. Small potted plants in white planters at the base of each kiosk completed the organic-meets-digital aesthetic.
Curved Reception Desk
At the booth’s front entrance, a curved reception and welcome desk with a rounded front panel served as the first point of human contact. The desk facade was lit with a gradient blue-to-purple backlighting effect — a subtle but eye-catching design detail that created a jewel-like glow at waist height. “base.” appeared in large white bold letters across the front panel. Behind the desk, a white high-top barstool provided comfortable seating for the greeter. The curved form mirrored the rounded arch portal behind it, creating a visual rhythm of soft curves throughout the booth that contrasted with the angular grid of the convention hall. The gradient lighting effect added a premium, modern feel — signaling that Base is a company that pays attention to craft and detail, from their platform interface to their physical presence on the show floor.
The interior of Base’s 20×30 ft island booth — showing the signature wood slat partition with cascading ivy, the integration showcase wall displaying 250+ marketplace, 60+ store, and 180+ carrier logos, cylindrical demo kiosks, and the refreshment station with coffee service at Shoptalk 2025.
The Message
Automate Your E-Commerce
“Best e-commerce operating system” — the promise that turned Base’s 20×30 ft island into the most compelling multi-channel automation story at Shoptalk 2025.
E-commerce integrations in one platform
Base’s booth messaging hierarchy moved attendees from brand awareness to product understanding in three steps: the emotional hook (“Automate your e-commerce” on the overhead hanging sign), the scale proof points (30,000+ sellers, $16+ billion GMV, 180 countries, 19 years), and the technical promise (“+250 marketplaces, +60 stores, +180 carriers” on the integration showcase wall). The cylindrical demo kiosks amplified this narrative with live platform demonstrations, delivering real-time evidence that the integration claims weren’t just wall graphics — they were a working product that could print shipping labels in four seconds.
“Automate your e-commerce” — overhead hanging sign
“Best e-commerce operating system” — integration showcase wall
“Print shipping labels in up to 4 seconds” — product benefit panel
“+250 marketplaces · +60 stores · +180 carriers” — integration grid
“Trusted by Decathlon, Kärcher, Samsung, Philips, MediaMarkt”
Gallery
The Booth in Detail
Wide establishing shot — the full 20×30 ft island with overhead hanging sign, wood slat partition, and navy arch portal
Angled view — navy arch portal, curved gradient-lit reception desk, and demo kiosk with monitor
Integration showcase wall — partner logos, trust badges, and 30,000+ seller stats with Bloomreach neighbor visible
Hanging sign detail — “Automate your e-commerce” in bold italic typography, visible across the show floor
Interior view — wood slat partition with ivy, integration wall, refreshment station, and cylindrical demo kiosks
Interior corridor — cylindrical demo kiosks with wood-slat wraps, live platform demos, and arch portal beyond
Private meeting rooms — frosted glass with blue LED interiors, striped privacy decals, and “Ship thousands of orders” messaging
Booth Walkthrough
Experience the Booth
A full walkthrough of the Base 20×30 ft custom island exhibit at Shoptalk 2025 — showcasing the signature dark navy arch portal with illuminated “base.” logo, the overhead “Automate your e-commerce” hanging sign, the wood slat partition with cascading ivy, cylindrical demo kiosks with live platform demonstrations, the integration showcase wall with 250+ marketplace logos, frosted-glass private meeting rooms with blue LED interiors, the curved gradient-lit reception desk, and the complete scope of Base’s presence at Mandalay Bay Convention Center, Las Vegas.
Impact & Results
By the Numbers
From Browser Tab to Show Floor. An E-Commerce Platform’s Argument for Physical Presence.
Shoptalk 2025 brought 10,000+ retail and e-commerce professionals to Mandalay Bay for three days of immersion in the technologies reshaping how the world buys, sells, and ships products online. Among hundreds of exhibitors competing for the attention of retail executives, marketplace operators, and e-commerce managers, Base’s 20×30 ft island booth needed to accomplish something that software-only companies rarely achieve at trade shows: making an invisible product unforgettable. Base’s platform — the e-commerce operating system trusted by 30,000+ online sellers to manage multi-channel sales across 250+ marketplaces, 60+ stores, and 180+ carriers — lives entirely in a browser tab. It has no physical hardware, no tangible product to hold, no dramatic device to unveil. The booth needed to translate $16+ billion in processed GMV and 19 years of development into something attendees could walk through, touch, and carry home as a memory.
The design strategy centered on a single insight: software companies win at trade shows not by simulating their product interface, but by creating an environment that embodies how the product makes customers feel — organized, in control, and elevated. The dark navy arch portal created a sense of arrival that flat booth walls never achieve. The integration showcase wall turned what could have been a bullet-point list into a visual argument for platform scale that attendees absorbed in seconds. The cylindrical demo kiosks — wrapped in warm wood slats and crowned with “See how it works” prompts — bridged the gap between physical architecture and live software demonstration. The wood slat partition with its cascading ivy introduced a biophilic element that stopped attendees mid-stride and made them want to explore further. And the frosted-glass meeting rooms — glowing with blue LED light behind privacy-striped panels — provided the premium, acoustically separated spaces where exploratory interest became genuine sales pipeline. Pure Exhibits had explored similar strategies of making digital platforms tangible in other e-commerce and technology builds, including SpyCloud’s cosmic-themed island at Black Hat 2025, Appdome’s Black Hat 2025 booth, Radware’s RSA 2025 booth, and Teramind’s RSA 2025 booth — but Base’s approach was distinctive in using organic materials and biophilic design to make a software platform feel warm, trustworthy, and human at scale.
The functional results validated the creative ambition. The integration showcase wall drew consistent foot traffic throughout the three-day event, with attendees photographing the partner logo grid as a reference. The cylindrical demo kiosks kept Base’s sales team engaged in one-on-one platform demonstrations from open to close each day. The frosted-glass meeting rooms enabled enterprise-level partnership conversations that required confidentiality and focus. The curved reception desk served as an effective triage point, directing visitors to the appropriate engagement zone based on their interest level. The overhead hanging sign — “Automate your e-commerce” in bold italic typography — provided 360-degree brand visibility that drew attendees from across multiple aisles. The booth successfully drew significant foot traffic and provided a sophisticated venue for executive meetings, solidifying Base’s position as the premier e-commerce operating system at Shoptalk 2025.
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