Case Study
Chase Auto
Bringing JPMorgan Chase's Captive Plus℠ platform to life at NADA Show 2026 with a 600 sq ft custom island exhibition
Pure Exhibits designed and built Chase Auto's 20'×30' custom island booth at NADA Show 2026 — a premium brand destination that balanced institutional authority with approachable dealer hospitality, showcasing seven OEM financing partnerships under one cohesive roof at the Las Vegas Convention Center.
The Challenge
Banking Meets the Showroom Floor
Chase Auto needed more than a booth — they needed a branded destination. At NADA Show 2026, the goal was to showcase the Captive Plus℠ platform to thousands of auto dealers while representing seven OEM financing partnerships under one roof. The challenge: translate JPMorgan Chase's institutional gravitas into a warm, inviting space where dealers felt comfortable sitting down, exploring digital tools, and building relationships.
Within a 20×30 island footprint, the booth had to serve multiple functions simultaneously — product demonstrations, partner showcases, hospitality-driven conversations, and large-format presentations — all while competing for attention against 600+ exhibitors on the NADA floor.
“The booth didn't just display a brand — it created a destination. Dealers walked in for coffee and walked out with a clear understanding of what Captive Plus℠ could do for their business.”
— Event Marketing Team, Chase Auto
The Creative Journey
From Corporate Identity to Brand Experience
Brand Translation
Distilling Chase's corporate identity into a spatial language — clean lines, the signature blue, and premium materials that signal trust without feeling sterile. Every surface needed to say "JPMorgan Chase" while inviting dealers to step inside.
Spatial Programming
Zoning the 600 sq ft island into distinct areas: a central meeting hub, a partner showcase wall for all seven OEM brands, a hospitality bar, and an LED presentation zone — each with clear sight lines from the aisle.
Material Architecture
Warm wood-slat paneling softened the corporate edge. Backlit graphics and overhead truss lighting created an inviting glow that drew attendees in from across the hall while reinforcing Chase's premium positioning.
Experience Choreography
Sequencing every touchpoint: branded pylons attracted from a distance, the hospitality bar created a reason to linger, and the LED wall delivered the Captive Plus℠ story in motion — guiding dealers through a natural journey.
Design Elements
Six Signature Features
Overhead Truss & Lighting
A custom aluminum truss structure with integrated downlighting defined the booth's footprint from above, creating a branded canopy visible from every aisle. Warm-white and Chase-blue accent LEDs provided layered illumination throughout the 600 sq ft island, establishing a premium atmosphere that signaled institutional authority from the moment attendees spotted it across the NADA floor.
OEM Partner Wall
A dedicated graphic wall showcased all seven Captive Plus℠ OEM financing partnerships — giving each brand visibility while reinforcing Chase Auto's platform strength. The wall served as both a visual anchor and a conversation starter for dealers who already had existing relationships with individual OEM programs.
Wood-Slat Architecture
Vertical wood-slat paneling ran along the booth's perimeter, softening the corporate aesthetic and creating a warm, modern framework that contrasted beautifully with Chase's signature blue. The natural material brought an approachable, human quality to an otherwise institutional brand.
Hospitality Bar
A built-in coffee and refreshment bar anchored the social zone, giving dealers a natural reason to stop, sit, and start a conversation. Branded countertops and ambient lighting elevated the experience beyond a typical trade show interaction — transforming casual foot traffic into meaningful engagement opportunities for the Chase Auto sales team.
LED Video Wall
A large-format LED display anchored the presentation zone, running Captive Plus℠ product demos, OEM partner spotlights, and animated Chase branding on a loop — drawing attention from the show floor and providing a focal point for guided conversations with the sales team.
Branded Pylons
Freestanding illuminated pylons at each corner entry point served as wayfinding beacons, pulling foot traffic into the booth while reinforcing the Chase Auto identity from 50+ feet away. The backlit columns created a clear visual perimeter that distinguished the Chase island from surrounding exhibitors.
Gallery
The Booth in Detail
Impact & Results
By the Numbers
Where Banking Authority Meets Dealer Hospitality
NADA Show 2026 was Chase Auto's opportunity to bring the Captive Plus℠ platform to life in physical space. With seven OEM financing partnerships to showcase and 20,000+ dealers in attendance, the booth needed to do more than display a brand — it needed to build relationships.
The 20×30 island accomplished what a slide deck or brochure never could: it made the Captive Plus℠ experience tangible. Dealers who walked in for a cup of coffee at the hospitality bar found themselves staying for product demonstrations on the LED wall. The OEM partner showcase gave each financing relationship its own moment while reinforcing the strength of the unified Chase Auto platform.
Pure Exhibits engineered every detail — from the warm wood-slat architecture that softened Chase's corporate edge to the branded pylons that pulled foot traffic from across the convention floor — creating a space that felt simultaneously authoritative and approachable. Four days of continuous dealer engagement proved the design thesis: when a booth feels like a destination, the conversations follow.