Base · Shoptalk 2025
The product lives in a browser tab. The booth had to give it a doorway.
Base is an e-commerce operating system — orders, inventory, shipping and listings across 250+ marketplaces, 60+ storefronts and 180+ carriers, used by 30,000 sellers. None of that has a shape. For Shoptalk 2025 at Mandalay Bay, Pure Exhibits built the 20 × 30 island that gave it one: a navy arch to walk through, a wall that proved the integrations, kiosks that ran the software live, and glass rooms where the partnership conversations could close.
Make an invisible product worth walking into
Shoptalk is three days of retail executives comparing software they will never touch. Base’s pitch is breadth — 1,700 integrations, $16 billion in GMV, nineteen years of development — and breadth is exactly the thing that dies on a trade show wall. A list of logos is not an argument; a list of numbers is not a reason to stop.
The row did not help. Bloomreach, Contentsquare, Talon.One and ESW were neighbours, all with bigger names and bigger budgets. The brief was to make sellers who think in orders per hour, not API calls, understand the platform in a walk — and to give Base somewhere private enough to talk to a marketplace or a retail chain about a partnership.
“Automate your e-commerce.”Base, Shoptalk 2025
Software, given architecture
The Navy Arch
A dark navy column with a rounded white archway cut through it and an illuminated “base.” on top. Most software booths are flat walls; an arch is a threshold, and people walk through thresholds. Behind it, a living green wall — the first hint that this was not going to be a booth of dashboards.
The Ivy Partition
A screen of thin blonde-wood slats ran across the middle of the island, with ivy trailing down through the gaps. It split the open front from the private back, and it stopped people mid-aisle — a green, textured thing in a hall of blue light. It also said what the brand wanted said: this is a company that values craft and growth, not just metrics.
The Integration Wall
One full-height white panel did the work of every sales deck: three columns — +250 marketplaces, +60 stores, +180 carriers — filled with logos anyone in retail recognises on sight. Amazon, Walmart, eBay, TikTok, Shein; Shopify, WooCommerce; UPS, FedEx, USPS. Below them, Decathlon, Samsung, Philips and the four numbers. Breadth, absorbed in a glance instead of read in a list.
The Glass Rooms
Along one side, a row of meeting rooms in white aluminium framing and frosted glass, lit blue inside so they glowed from across the floor. Striped privacy decals, doors that close, and “Ship thousands of orders in one click” on the glass so the walls kept selling while the room kept the conversation private. This is where a marketplace partnership gets discussed; it does not happen at a kiosk.
The Round Kiosks
Cylindrical demo towers instead of flat pods: a “base.” band at the top, a blue “See how it works” panel, a monitor running the live platform, and a lower half wrapped in the same wood slats as the partition. A round kiosk can be approached from any side, and a wood-wrapped one does not look like a piece of IT. Small planters at the foot of each finished the point.
Three Words Overhead
The hanging sign carried one line — “Automate your e-commerce” — in heavy italics, readable from several aisles away. The curved reception desk beneath it, backlit in a blue-to-purple gradient, echoed the arch and handed visitors to the right zone: a demo, the wall, or a room. The message hierarchy was that simple: promise overhead, proof on the wall, product in the kiosk.
The booth in detail
Experience the booth
A walkthrough of the Base 20 × 30 at Shoptalk 2025 — through the arch, past the kiosks and the wall, into the glass rooms.
The build at a glance
Warm materials for a cold category
Software companies lose trade shows by trying to put the interface on the wall. Base won this one by building what the product feels like when it works — organised, calm, in control — and letting the kiosks prove it. Wood and ivy did the emotional work; the integration wall did the rational work; the arch got people in and the glass rooms kept them.
The island was pre-built and photo-approved at our facility, shipped to Las Vegas and installed at Mandalay Bay on Pure Exhibits’ fixed all-inclusive price. Base came back a year later for a 10 × 20 at Prosper Show 2026 — same blue, smaller footprint, the same argument.
Explore our retail & e-commerce portfolio
Selling software at a show? Give it a doorway.
Pure Exhibits designs, fabricates and installs custom islands for e-commerce, retail-tech and SaaS brands at Shoptalk, Groceryshop, NRF and shows nationwide — arches, meeting rooms, demo kiosks and greenery included, on one fixed, transparent price.